How Black Travel Maine Spotlights the State’s Black Culture and Businesses

Image: A Black Travel Maine tour of the Pine Tree State. (Photo Credit: Mariette Williams)

by Mariette Williams
Last updated: 7:00 AM ET, Wed February 5, 2025

Tucked in the northeast corner of the U.S., Maine is often overlooked by travelers. However,?the rugged, coastal state offers a stunning national park, a charming harbor and a thriving Black community.

One of the ambassadors for Maine’s Black community is Lisa Jones, founder of Black Tavel Maine, a travel company created to spotlight the state’s diversity.

“One of the biggest misconceptions is that Black culture doesn’t exist here, but that couldn’t be further from the truth,” Jones tells TravelPulse. “Maine has a deep and diverse Black history, from its critical role in the Underground Railroad to the contributions of Black Mainers who have called this state home for generations.”

Black Travel Maine curates unique experiences and hosts tours throughout the year to expose travelers to Maine’s natural history and local Black businesses. The MLK Day Ski Weekend, held recently on January 17-19, is a prime example of the exciting events BTM offers. This annual event, a favorite among travelers, brought people from all over the country to enjoy three days on the slopes. The weekend was not just about skiing but also included Black history tours, shopping excursions, and social events.

In the summer, travelers can sign up for Black Travel Maine’s one-week tour that explores Portland, Acadia National Park and Maine’s Freedom Trail, which traces the footsteps of the region's Black history trailblazers. Throughout the year, travelers can book custom Black History tours, which include arts, entertainment, and dining in local restaurants.

“Our Black History Tours are incredibly popular, offering guests a chance to explore Maine’s role in the Underground Railroad along with other historical events,” Jones says. “The annual MLK Ski Weekend and our summer tours celebrate outdoor recreation and cultural experiences and draw a diverse crowd. These events are not only fun but also foster a sense of community and belonging."

Jones says Maine is also home to some outstanding Black-owned businesses that visitors can check out anytime. The Great Falls Comedy Club in Auburn hosts open mic night every Wednesday and comedy workouts throughout the year. And if you’re looking for a great way to start your day, head to Burundi Star Coffee in Portland. The coffee shop serves delicious breakfast pastries like cinnamon rolls, avocado toast, and cold and hot coffee drinks with beans sourced from Burundi, a small country in East Africa. By supporting these businesses, visitors can actively contribute to the local community and its vibrant culture.

Black Travel Maine has been operating since 2023, but Jones has been a pioneer in the travel industry for over 30 years. She founded Worldwide Group Travel, a platform for booking group trips and tours around the world, and has used her experience running Worldwide Group Travel to organize events for Black Travel Maine.

“With over three decades in the travel industry, I’ve honed my skills in creating seamless, high-impact travel experiences for various clientele,” she says. “Founding Worldwide Group Travel taught me how to expertly blend logistics, creativity, and cultural awareness—skills that are now integral to Black Travel Maine. My passion has always been exposing underrepresented markets to amazing travel destinations and upscale experiences, and my years of international travel ultimately led me to Maine.”

Spotlighting Black culture in Maine is also a collaborative effort. Jones says she’s received support from the Maine Office of Tourism with marketing collaborations, event sponsorships and content amplification, which has helped show Maine as a welcoming destination for all.

Jones says that one of the most fulfilling parts of her job is seeing Black travelers connect to Maine's Black history. On a recent tour, a guest shared with Jones that they felt “seen” and were so inspired that they planned on bringing their family back to Maine.

“Seeing the impact of our work firsthand is incredibly fulfilling, whether it’s a guest discovering the state’s rich Black history or a local business benefiting from increased visibility,” she explains. “I love creating moments of connection. It’s rewarding to shift perceptions and help others see Maine as a place where everyone is welcome.”

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