22-05-2025
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.
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'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.'
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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.
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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
