The City of Rockland said April 17 that it is initiating research: "to provide the community with the data and analysis it needs to make informed decisions about the future of cruise tourism. The initiative is designed to foster community self-determination—grounding upcoming policy choices in current industry realities, transparent information, and the priorities of Rockland’s 2022 Comprehensive Plan."

Consultant Sarah Fink, who is with the Portland-based Spring Line Group, LLC, will undertake the research and data analysis with the help of Brenda Garrand, a tourism management professional who represents the PortShare Promise portion of the project. PortShare Promise is a program of CruiseMaine, a group with ties to the Maine Department of Transportation, Maine Department of Economic and Community Development, Maine Port Authority and direct engagement with Maine’s port communities. 

"At a pivotal moment for Rockland’s working waterfront and tourism-based economy, the City is undertaking this work to ensure that future decisions about cruise visitation, including whether and how to adjust current practices, are based on solid evidence rather than assumptions," the Rockland release said. "The research will examine what opportunities exist, what the trade-offs look like, and how different approaches align with community goals for vitality, infrastructure capacity, and environmental stewardship."

A public meeting will be held May 20 to share initial findings and provide residents with an opportunity to ask questions, offer feedback, and participate in shaping how the City approaches cruise tourism going forward.

“We are taking a structured, transparent and data-driven approach, to ensure that cruise tourism supports Rockland’s economy and harbor, while supporting the community and working waterfront for the future,” said Rockland City Manager Tom Luttrell, in the release.

Strengthening PortShare Promise for 2026

Separate from the research component, the engagement will enhance the PortShare Promise visitor management program with a formalized operations plan, defined performance measures, real-time communication, and community feedback systems for the 2026 shoulder season, the release said. Now entering its third year in Rockland, this work will assist the City with a roadmap as it assumes oversight of the program for the first time. 

“Rockland’s harbor and working waterfront are central to who we are—and to our future," said Rockland Mayor Adam Lachman, in the release. "This initiative is about making sure we have the information we need to decide how cruise tourism fits into that future, strengthens our harbor infrastructure and local economy, and aligns with our Comprehensive Plan to deliver real, measurable benefits to our community.

“With better data, clearer operations, and ongoing public input, we can make informed decisions about when, how, and under what conditions cruise ships visit—decisions that reflect the values and priorities of this community.”

The May public workshop is to include:

•  Structured discussion and public comment

•  Review of available cruise industry data and initial findings

•  Overview of the City’s role in the PortShare Promise program for 2026

This work will also inform the efforts of the City’s Revenue Working Group, which is charged with identifying and recommending strategies to diversify and strengthen Rockland’s revenue base and reduce over-reliance on the property tax. The revenue group’s recommendations are to be presented to the City Council by June 17, and community input gathered through the May 20 public work will help shape those recommendations.

"The City’s aim is to give the community the best available information and create a meaningful opportunity for public input during this initial phase, in addition to future opportunities for public input," the release said.