Latest news with #NewHampshireDepartmentofBusinessandEconomicAffairs
Yahoo
23-05-2025
- Business
- Yahoo
State officials see bright outlook for summer tourism even with boycotts from Canadians
State business officials predict nearly 4.6 million visitors coming to the Granite State this summer, but the impact from tensions over tariffs and calls for a U.S. travel boycott in Canada remains unknown. Visitors are expected to bring $2.6 billion into the state's economy, said Taylor Caswell, commissioner of the New Hampshire Department of Business and Economic Affairs. The outlook reflects a 'consistent year-over-year performance," according to the department. Tourism is the second-largest industry statewide with 70,000 employees. Summer is traditionally the busiest tourism season. 'Tourism in New Hampshire is not big-ticket companies. It is small businesses in rural areas around the state, who depend on visitors, who depend on people,' Caswell said at a press conference Thursday morning. Gov. Kelly Ayotte touted the state's lakes, rivers, ocean and mountains. 'We have it all here in New Hampshire and we want people to come,' Ayotte said. 'We want them to enjoy the beauty of our state, and we want them to do so responsibly.' She added, 'We welcome people here not only from other states but from other countries. It is such an important part, of course, of the economic vitality of New Hampshire.' Caswell said his department works with the nonprofit Discover New England, which works in part to draw international travelers to the region. Reports show the number of border crossings from Canada to the United States is significantly down. The state does not have specific data on how many Canadians or other international travelers visit New Hampshire each summer, according to Kris Neilsen, communications manager for travel and tourism. 'We know that Canada is New Hampshire's largest international travel market, because it is a drive market,' she said. 'We also know from New Hampshire's tourism industry that Canadians are an important visitor for their businesses because we hear this from them on a regular basis.' State Tourism Director Michelle Cruz said the state's $3.6 million marketing campaign surrounds the state's creative platform — the feeling of 'Live Free.' The slogan will appear in target markets on social media, streaming services and billboards. The core markets include New England and eastern New York, and the state has also invested in the road trip market of eastern Pennsylvania and Greater Montreal, Canada. Cruz mentioned digital billboards near Fenway Park and the theater district in Boston. Several buses in Philadelphia have been wrapped as part of the campaign. The campaign targets 60 million people east of the Mississippi River, Cruz said. The return on investment is about $14 or $15 in revenue per dollar spent based on previous campaigns, Caswell said. Caswell said there have been no changes in marketing to Canada. 'People are going to make decisions on whatever they are going to do,' he said. He spoke of factors like gas and geopolitical issues that can impact travel to the state, which always ebbs and flows. The state's job is to continue a steady marketing effort during potential struggles and noted a shift in trends during the COVID-19 pandemic. 'The industry is pretty steady. It's pretty established,' Caswell said. 'I think they are going to find a way to address whatever comes at them' The state is also launched its 'Wildy Responsible' campaign that promoted respect for New Hampshire's wild and natural resources.
Boston Globe
22-05-2025
- Business
- Boston Globe
N.H. officials predict steady summer travel even as Canadian tourist numbers drop
In April, there was a 42 percent decrease in passenger vehicles returning to Canada from New Hampshire, according to But tourism officials said they're not so worried about the apparent lag in Canadian visitors, as they look ahead to summer, which is historically the busiest season for tourism in the state. Get N.H. Morning Report A weekday newsletter delivering the N.H. news you need to know right to your inbox. Enter Email Sign Up 'When you're talking commerce or leisure travel or anything, there's no straight lines,' said Taylor Caswell, commissioner of the New Hampshire Department of Business and Economic Affairs. 'Everything is up and down all the time.' Advertisement He pointed to many factors impacting tourism, from the price of gas to geopolitical issues, and said the state's role is to continue promoting and marketing the state on behalf of the tourism industry. 'The industry is pretty steady. It's pretty established. I think they're going to be able to find a way to address whatever comes,' he said. The state is continuing to promote New Hampshire as a destination in the greater Montreal area as part of a $3.6 million summer advertising campaign, according to Michelle Cruz, tourism director at the business department. Advertisement Caswell said the state's strategy to attract Canadian visitors has not changed. The advertising campaign will also extend to prospective road trippers in eastern Pennsylvania, in addition to 'core markets' in New England and eastern New York, Cruz said. 'I certainly very much support the relationship between New Hampshire and Canada,' she said. 'We've had a lot of those discussions individually, and I actually think that's more productive necessarily than having tea and biscuits with Governor (Maura) Healey,' she said. She said Caswell will attend the conference to represent New Hampshire, and she plans to lead a trade delegation to Canada in September. Amanda Gokee can be reached at
