The State of Maine’s Office of Tourism has awarded a $165,000 grant to a black travel influencer as part of a marketing campaign aimed at attracting more “diverse visitors” and “Black travelers” to Maine.

The contract, dated Nov. 25, indicates that the $165,000 will go to Black Travel Maine, Inc., with a goal of “[Enhancing] Maine’s appeal to Black travelers through itinerary development, influencer engagement, communications and media relations.”

“This work will leverage targeted media relations and strategic partnerships to build awareness of Maine as a welcoming destination for Black travelers to increase year over year visitation of Black travelers to Maine,” the contract states.

Black Travel Maine was recently awarded a separate $7,000 taxpayer-funded contract in order to hold educational walking tours about  the “historical struggles and contributions of Black individuals” and to dispel the myth that Maine is “too old and too white.”

The Nov. 25 contract states that it comes as the result of the Maine Office of Tourism’s DEI (diversity, equity and inclusion) strategy team.

“Lisa Jones, Founder of Black Travel Maine, is an ideal partner for building awareness of Maine as a destination with the goal of attracting more Black travelers to Maine,” state staff wrote in the contract.

“Through Black Travel Maine and Black Travel Marketing, Lisa has orchestrated several influence and media trips that captures Maine’s cultural diversity and scenic landscape, directly enhancing Maine’s image as an inclusive destination,” they wrote.

“With her connections to influencers, media and content creators in this space, BTM will be able to leverage those relationships to expand Maine’s outreach to underrepresented markets by presenting unique and immersive experiences,” they added.

This marks the second non-competitive no-bid contract Black Travel Maine has received in about a monthlong period, totaling $172,000 in taxpayer dollars.