WILLOW CREEK — The COVID-19 pandemic has devastated much of Maine’s tourism economy, but in Willow Creek, something unexpected is happening: the outdoors are busier than ever.
Traffic on the Mattawamkeag River Trail has more than tripled compared to summer 2019, according to a trail counter installed at the School Street trailhead. Northwoods Outfitters reported its busiest June on record, with canoe and kayak rentals up 240 percent over last year. The Pleasant Lake Shores campground has been full every weekend since Memorial Day.
“People are desperate to get outside,” said Julia Chen, owner of Northwoods Outfitters. “They don’t want to sit in their apartments in the city. They want to paddle a river where they won’t see anyone for miles.”
The trend mirrors statewide data showing a surge in outdoor recreation during the pandemic. The Maine Department of Agriculture, Conservation and Forestry reported that state park visitation in June was up 32 percent over 2019.
Town officials are managing the influx carefully. The Mattawamkeag River Trail Committee has installed hand sanitizer stations at trailheads and posted signs encouraging mask use where social distancing is difficult. Selectwoman Eleanor Vance said the town is also working on a parking plan for the trailhead, which has been overflowing on weekends.
“We want people to come,” Vance said. “We just want them to come safely.”