A growing number of entrepreneurs and businesses are investing in Bethel, Maine, as the Oxford County town continues to benefit from a steady influx of tourists drawn by the area’s four-season outdoor recreation opportunities.
Situated near Sunday River and Mt. Abram ski resorts, White Mountain National Forest, and Grafton Notch State Park, Bethel has become a year-round destination for skiing, hiking, biking, river activities, and more.
Bobbi Vandenbulcke, executive director of the Bethel Area Chamber of Commerce, said tourism has supported economic recovery in the wake of pandemic-related closures.
She cited activities such as downhill skiing, fishing, mountain biking, and golf as contributing to the town’s economic resilience.
The expansion of the Bethel Community Forest to over 1,500 acres has added hiking and biking trails, further boosting recreational tourism.
Efforts to support the business community include a $93,000 tourism marketing and development recovery grant administered by the Maine Office of Tourism and the U.S. Economic Development Administration.
The funding is being used to develop new branding assets, including a website, tagline, logo, and media content to be launched in late August. These materials will be made available to chamber members and are part of a marketing campaign targeting audiences across Maine and New England.
New and existing businesses are responding to the increased visitor traffic with investment and innovation, according to a report by Mainebiz.
Josh Gangi, a Boston-based engineer and snowboarding enthusiast, entered the local lodging and camping market in 2023 by acquiring the Inn at Rostay and Pleasant River Campground.
Since then, he has added luxury cabins, upgraded Wi-Fi, and plans to submit proposals for new glamping structures. “Over the past year, we added six luxury cabins, added WiFi to the whole campground, and finished our second phase of room renovations at the Inn at Rostay,” Gangi said.
Julie Sloan, co-founder of Maine River Runners, launched her paddle sports company in 2023 with Amy Welch.
The business operates on the Androscoggin River and offers canoe, kayak, and stand-up paddleboard rentals. Sloan, who has over 20 years of experience in outdoor instruction, says the company works closely with conservation organizations and local guides.
While she noted that weekdays can be quiet, her business remains busy on weekends and is expanding to include youth adventure camps and wellness retreats.
“We’re very small, trying to not become a large outdoor outfitter that’s pumping people down the water,” she said.
Other small business operators have also invested in the town. Maya Taylor, a Bethel native, bought Black Diamond Nutrition at age 20 with help from her grandparents. The store, located on Parkway Road, caters to locals with a simplified menu and creative window designs.
Corporate interest in the area is also increasing. Rusty Lantern Market, a regional convenience store chain, opened its Bethel location in January 2024 after acquiring and rebuilding the former Mallard Mart on Mayville Road.
CEO John Koch said Bethel’s profile matched the company’s growth criteria. “It appears the local economy is very robust and growing, and we’re happy to be part of the community,” Koch said.
Grocery and hospitality operator Joe Christopher, of Upward Management Group, acquired the former supermarket at 72 Main Street and reopened it as Mainely Provisions with partners Ryan Rother and Ben Christopher.
The team has invested in renovations and expanded the product line to include more organic and local goods. Christopher pointed to year-round activities at Sunday River as a significant driver of business.
“Their event schedule continues to grow,” he said. “That moves the needle and makes a big difference.”
For outdoor hospitality professionals, Bethel’s experience underscores the potential of leveraging regional recreation assets to support year-round demand.
By investing in diverse accommodation options, cross-promoting experiences, and aligning with broader tourism efforts, operators can position themselves to benefit from increased visitation even in rural markets.