Tourism in New Hampshire: Optimism Despite Canadian Visitor Decline
In April, Statistics Canada reported a significant 42 percent drop in Canadian passenger vehicles returning from New Hampshire. While this decline raises eyebrows, local tourism officials remain optimistic as they gear up for the busy summer season.
Taylor Caswell, commissioner of the New Hampshire Department of Business and Economic Affairs, emphasized that fluctuations in tourism are normal. "When you’re talking commerce or leisure travel, there’s no straight lines," he stated, acknowledging various influencing factors such as gas prices and geopolitical events. Nonetheless, he expressed confidence in the resilience of the tourism industry, noting its established foundation.
To address the decline, New Hampshire is launching a $3.6 million summer advertising campaign aimed at promoting the state as a travel destination. Michelle Cruz, the tourism director, confirmed that the campaign will target Canadian visitors, particularly in the greater Montreal area, while also reaching out to potential road trippers from eastern Pennsylvania and established markets in New England and eastern New York.
Amid discussions on trade and tourism, six governors from the region are set to meet with Canadian premiers. However, New Hampshire Governor Kelly A. Ayotte announced she would not attend, preferring to engage in more direct discussions about trade. Instead, Caswell will represent the state at the conference, while Governor Ayotte plans to lead a trade delegation to Canada in September.
Overall, tourism officials remain focused on proactive strategies to sustain and enhance New Hampshire’s appeal as a summer destination, despite recent challenges with Canadian visitor numbers.
For updates, reach Amanda Gokee at amanda.gokee@globe.com or follow her on Twitter @amanda_gokee.
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