PORTLAND (AP) – After a so-so start to the summer, the tourist season in Maine seems to be picking up, officials said.

Since mid-July, tourism material has been flying off the shelves, said Vaughn Stinson, executive director of the Maine Tourism Association. Vacancies at lodging establishments have fallen in the last couple of weeks, said Greg Dugal, executive director of the Maine Innkeepers Association.

But Dugal questioned whether a strong late July and August would be enough to offset the summer’s mediocre start.

“It has picked up,” Dugal said. “But five weeks do not an industry make.”

A cold and wet June helped contribute to a slow start to the tourist season.

Traffic on the Maine Turnpike has been down since Memorial Day weekend compared to last year, stops at Maine visitor centers were off by about 4 percent through June, and visits to state parks and Acadia National Park are down for the year.

But as the weather has improved, so have the prospects for the remainder of the season.

Officials say that southern Maine destinations appear to be faring better than elsewhere in the state.

The warm weather of July has been a boon for Funtown Splashtown USA in Saco. On Wednesday, scores of visitors waited in long lines to ride the park’s waterslides.

“The weather has been on our side for the first time in a couple of years,” said Ed Hodgdon, who handles marketing for the amusement park.

John Martel, who owns Martel’s Ice Cream in Saco, said business is excellent.

“This has been our best year so far. Every year it’s increased since our first year here, 19 years ago,” Martel said.

Maine tourism officials don’t expect to get the full picture for several more months.

Normally by this time, the industry would have sales tax information through May, but a change in Maine Revenue Services’ computer system has caused a delay.

In the meantime, folks in the tourism business often rely on their own unscientific gauges.

Mike McClellan, executive director of the Greater Bridgton Lakes Region Chamber of Commerce, uses a simple rule of thumb to measure tourism.

“If it’s hard to take a left-hand turn onto the roads, then it’s probably pretty good,” McClellan said.