new hampshire tourism statistics

NH Tourism Continues to Break Records

Published Friday May 3, 2024

Author Adam Drapcho

Tourism-related spending in NH approached $2 billion in both the summers of 2018 and 2019, but dropped to $1.4 billion in 2020, according to Dean Runyan Associates. In the summer of 2021, it shot past $2 billion for the first time, and rose to $2.4 billion in 2023. Totals for winter, spring and fall, though not as high as summer, followed similar trends, eclipsing their own seasonal pre-pandemic marks.

More people are coming to visit the state, and they’re spending more, but there are new challenges that come with rising visitation rates. It’s also notable that the statewide numbers are just that: Broad statistics that can overshadow parts of the tourism industry that might still be struggling. For every trend, there are people left out, and that’s true in this case.

The Granite Appeal “We’ve had year-over-year records coming out of the pandemic. It’s nice to see that,” says Lori Harnois, director of the state’s Division of Travel and Tourism .

New Hampshire had several advantages that set the stage for such a rebound, she says. The state’s natural beauty has always been a draw, and the ability for visitors to find uncrowded experiences proved alluring, especially when many still had concerns about infection.

“People were looking for someplace to go where they were less congested. New Hampshire’s backdrop is great for that,” Harnois says. “The state’s accessibility to major metro areas, within a day’s drive of New York City and much less than that for people coming from Massachusetts, is also a draw.”

Even during the pandemic, the state was actively promoting NH as a place where people could safely explore, Harnois says. Those messages have been paying off. “We do track all of our marketing efforts. We do know that for every dollar that we spend on marketing, we get a $17 return on investment,” Harnois says.

Recent analyses have shown that there’s been more what she calls “multi-generational travel,” meaning grandparents, their adult children, and grandchildren, all coming together to engage in activities they can share, such as ice fishing or hiking. And with the advent of hybrid work, people are able to visit more often, or extend their visits, if they can do a few hours of work from their laptop.

While NH is known for its outdoor experiences, there’s also a growing cultural and commercial category of attractions, Harnois says, such as craft breweries, wineries and distilleries, tax-free shopping, classic New England comfort foods, and restaurants run by James Beard-nominated chefs.

All of this appeals to travelers who want an authentic experience. “Especially travelers who are coming from a great distance, they want to get to know the locals,” Harnois says.

Yet, if too many visitors show up to the same place at the same time, it could ruin that authentic experience. Harnois and her team are trying to shape their marketing to highlight some of the lesser-known destinations and avoid crowding.

The View From The North The White Mountains saw a “surge” in numbers in 2021, which continued into 2022, says Charyl Reardon, president of the White Mountains Attractions Association. She says those numbers have since stabilized, but at a level still greater than they were pre-pandemic. Summer still remains the busiest season but that interest is strong throughout the year. Notable, she says, are that so-called “shoulder seasons”—quiet periods when visitors wait for the snow to come, or for spring to sprout—have become shorter.

“Consequently, I feel the region has successfully evolved into a year-round destination, providing stability for many in the hospitality industry with ample opportunities for employment throughout all four seasons,” Reardon says.

So far, the region has kept up with demand, though some acute issues have arisen. She cites overcrowding at some of the most popular trailheads, which leads to concerns about effects on the environment. And during the busiest times, the volume has tested the limits of the local roads, parking and other public services.

Fortunately, Reardon says, staffing hasn’t been as much of a concern over the past two years. Federal programs allowing visas for guest workers have re-opened, and the year-round opportunities in hospitality have drawn many retirees back into the workforce. However, there is concern, she says, that a sustained, higher rate of visitation might result in greater year-round costs for those who wish to make the region their home. “I think it’s important for us to continue finding the balance between attracting visitors, facilitating their movement throughout the region, and preserving the quality of life for residents,” Reardon says.

More than Art on the Walls Not all areas of tourism are experiencing boom times in the state. At The Currier Museum, attendance is still behind pre-pandemic rates, says Karen Graham, interim executive director and COO. She says the latest figures show they’re about 80% to 85% of where they were in 2019, though that’s good compared to the rest of the museum industry, which has been slow to rebound. In fact, this year saw two museums close in the Seacoast: the University of NH shuttered its Museum of Art and the Museum of New Art in Portsmouth suspended operations.

At The Currier , located in Manchester, there’s a broad mix of revenues.

“The museum experience is broader than people coming to look at art on the walls,” Graham says. One revenue line that still hasn’t recovered is large group sales, she says. School groups still haven’t returned, and the museum’s event space rentals were still down in 2023—though reservations are finally looking strong for 2024.

Other areas are well above pre-pandemic totals. Those include sales at the cafe and gift shops, the museum’s wellness programming, and tours of the Frank Lloyd Wright houses. (The Currier now owns two houses designed by the iconic architect.)

“We do a lot of art and wellness programs. Those are much stronger after the pandemic than they were before. The need is so much stronger now,” Graham says. This is driven by the opioid crisis, teenagers struggling with stress and depression, and people traumatized by military combat. “So many groups were negatively impacted during the pandemic; we’re seeing 30% increase year-over-year,” in their veterans programming, Graham says.

One reason why The Currier has outpaced its peers since the pandemic was due to support from the state government during 2020, she says, which allowed the museum to maintain its full staff. “So, when things got better, we didn’t need to rebuild our staff,” Graham says. “It was a benefit to be operating in New Hampshire during the pandemic.”

Watching the Skies Museums are not the only ones facing a tough time. Ron Deshaies, owner of Ocean Cycles and Beach Gear Rentals in Hampton Beach, says he’s been a victim of forecasts—both meteorological and financial.

“I’ve been open 30 years, and last year was the worst year we ever had. It rained every weekend,” he says. To make matters worse, his off-season venture involves buying and re-selling used skating and skiing equipment, and the rain dampened demand for those activities for the winter that followed.

Deshaies speculates that the working-class clientele that he targets are feeling concerned about their own financial stability, especially since so many unavoidable costs—groceries, housing, transportation—have been volatile.

“People are holding onto their money,” Deshaies says. “I believe in my business plan, but I don’t trust the economy right now.”

Ocean Cycles used to have two locations on the Seacoast, but one store was flooded and never re-opened. And after seeing the widespread damage to homes and businesses due to tidal flooding last year, Deshaies is considering a career shift. “My parents used to own a franchise doing flood damage,” Deshaies says. “This year, I decided I’m going to get back into it. This last flood that we had on Hampton Beach, if you were in that type of business, flood control or reconstructive carpentry, you’d be doing pretty well.” 

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New hampshire’s fall tourism industry had biggest year ever in 2021, officials say.

4.3 million people spent nearly $2 billion, officials say

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Fall tourism figures in 2021 set a new record in the Granite State.

According to the New Hampshire Division of Travel and Tourism Development, 4.3 million people visited New Hampshire during the fall 2021 season.

That is a 38% increase from the previous record year of 2019.

Those visitors spent nearly $2 billion, a 65% increase from 2019.

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New hampshire tourism officials project another strong fall season.

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The New Hampshire Division of Travel and Tourism Development (DTTD) expects the state’s tourism growth to continue into Fall 2022, with a projected 4.3 million visitors and spending exceeding $2 billion.

This year’s projected visitation will continue a multi-year growth period for New Hampshire, where Fall 2021 tourism resulted in a 39% increase in year-over-year visitation. Like many other domestic destinations that have experienced rapid increases in visitation, the NH DTTD expects Fall 2022 growth to slow as the leisure industry continues to normalize.

“New Hampshire is the premier travel destination in the Northeast all year round, but the vibrant colors of our tremendous foliage truly set us apart during the fall travel season drawing millions of people to all corners of the granite state,” said Taylor Caswell, commissioner of the NH Department of Business and Economic Affairs. “The fall travel season is an incredible economic driver for our state, and we are constantly working to maximize and expand visitation for the benefit of our partners and the people of New Hampshire.”

The primary factors that contributed to last year’s strong performance included a combination of pent-up travel demand, drivable outdoor leisure activities statewide, and early targeted marketing efforts. While those factors from 2021 remain relevant, the considerations of unpredictable economic factors like inflation and higher gas prices, will likely contribute to more modest growth this season.

“We continue to strategically capture market share among our target audiences, promoting the state as a must-visit fall location” said Harnois. “With the abundance of natural beauty across all regions, we expect interest in New Hampshire’s beautiful fall scenery and outdoor activity to continue with both new and returning travelers.”

Although travel continues its return to normalcy, visitors to New Hampshire are encouraged to commit to the “Granite State Promise,” and to practice Leave No Trace, both are efforts to remind residents and visitors alike to be responsible travelers, to plan ahead, be patient, and be respectful of each other to ensure a safe and more enjoyable trip.

For New Hampshire travel inspiration, visit www.visitnh.gov.

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The Temperamental Economics Of Tourism

This page is no longer being updated. For ongoing coverage of this topic, go to New Hampshire Public Radio.

Tourism is New Hampshire’s second-largest industry–if you combine the state’s smart manufacturing and high technology sectors (SMHT).  It’s also a clear point of intersection between government and industry, with the state maintaining a number of parks, campgrounds, and historical sites, and nearby businesses in turn catering to visitors’ needs.  Given this close relationship, the state provides funding to market New Hampshire to potential tourists.  Some of the heaviest marketing efforts are concentrated in Boston, Philadelphia and New York City.  Canadian tourists, especially Quebeçois, also make up a sizable number of New Hampshire’s visitors.

Darren McCollester / Getty Images

From the business perspective, “tourism” is a broad term.  It encompasses hotels, resorts, restaurants, retail, and arts and entertainment, among other things.  So while statewide reports may indicate overall restaurant or retail sales are up or down, the story might be very different in New Hampshire’s main tourism communities.  For these places, weather, gas prices, currency exchange rates, and whether they draw visitors for outdoor activities, site-seeing, or shopping could all be factors.

Despite the temperamental nature of the tourism industry, the Institute for New Hampshire Studies found that in FY 2010, for every marketing dollar spent by the state’s Division of Travel and Tourism Development, local governments saw a return of $7.99.

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COVID-19 is caused by infection with the severe acute respiratory syndrome coronavirus 2, also called SARS-CoV-2.

The coronavirus spreads mainly from person to person, even from someone who is infected but has no symptoms. When people with COVID-19 cough, sneeze, breathe, sing or talk, their breath may be infected with the COVID-19 virus.

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The virus that causes COVID-19 can infect some pets. Cats, dogs, hamsters and ferrets have caught this coronavirus and had symptoms. It's rare for a person to get COVID-19 from a pet.

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Serious COVID-19 illness risk factors

Some people are at a higher risk of serious COVID-19 illness than others. This includes people age 65 and older as well as babies younger than 6 months. Those age groups have the highest risk of needing hospital care for COVID-19 .

Not every risk factor for serious COVID-19 illness is known. People of all ages who have no other medical issues have needed hospital care for COVID-19 .

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People with dementia or Alzheimer's also are at higher risk, as are people with brain and nervous system conditions such as stroke. Smoking increases the risk of serious COVID-19 illness. And people with a body mass index in the overweight category or obese category may have a higher risk as well.

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Complications

Complications of COVID-19 include long-term loss of taste and smell, skin rashes, and sores. The illness can cause trouble breathing or pneumonia. Medical issues a person already manages may get worse.

Complications of severe COVID-19 illness can include:

• Acute respiratory distress syndrome, when the body's organs do not get enough oxygen.
• Shock caused by the infection or heart problems.
• Overreaction of the immune system, called the inflammatory response.
• Blood clots.
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Post-COVID-19 syndrome

After a COVID-19 infection, some people report that symptoms continue for months, or they develop new symptoms. This syndrome has often been called long COVID, or post- COVID-19 . You might hear it called long haul COVID-19 , post-COVID conditions or PASC. That's short for post-acute sequelae of SARS -CoV-2.

Other infections, such as the flu and polio, can lead to long-term illness. But the virus that causes COVID-19 has only been studied since it began to spread in 2019. So, research into the specific effects of long-term COVID-19 symptoms continues.

Researchers do think that post- COVID-19 syndrome can happen after an illness of any severity.

Getting a COVID-19 vaccine may help prevent post- COVID-19 syndrome.

• Long-term effects of COVID-19

The Centers for Disease Control and Prevention (CDC) recommends a COVID-19 vaccine for everyone age 6 months and older. The COVID-19 vaccine can lower the risk of death or serious illness caused by COVID-19.

The COVID-19 vaccines available in the United States are:

2023-2024 Pfizer-BioNTech COVID-19 vaccine. This vaccine is available for people age 6 months and older.

Among people with a typical immune system:

• Children age 6 months up to age 4 years are up to date after three doses of a Pfizer-BioNTech COVID-19 vaccine.
• People age 5 and older are up to date after one Pfizer-BioNTech COVID-19 vaccine.
• For people who have not had a 2023-2024 COVID-19 vaccination, the CDC recommends getting an additional shot of that updated vaccine.

2023-2024 Moderna COVID-19 vaccine. This vaccine is available for people age 6 months and older.

• Children ages 6 months up to age 4 are up to date if they've had two doses of a Moderna COVID-19 vaccine.
• People age 5 and older are up to date with one Moderna COVID-19 vaccine.

2023-2024 Novavax COVID-19 vaccine. This vaccine is available for people age 12 years and older.

• People age 12 years and older are up to date if they've had two doses of a Novavax COVID-19 vaccine.

In general, people age 5 and older with typical immune systems can get any vaccine approved or authorized for their age. They usually don't need to get the same vaccine each time.

Some people should get all their vaccine doses from the same vaccine maker, including:

• Children ages 6 months to 4 years.
• People age 5 years and older with weakened immune systems.
• People age 12 and older who have had one shot of the Novavax vaccine should get the second Novavax shot in the two-dose series.

Talk to your healthcare professional if you have any questions about the vaccines for you or your child. Your healthcare team can help you if:

• The vaccine you or your child got earlier isn't available.
• You don't know which vaccine you or your child received.
• You or your child started a vaccine series but couldn't finish it due to side effects.

People with weakened immune systems

Your healthcare team may suggest added doses of COVID-19 vaccine if you have a moderately or seriously weakened immune system. The FDA has also authorized the monoclonal antibody pemivibart (Pemgarda) to prevent COVID-19 in some people with weakened immune systems.

Control the spread of infection

In addition to vaccination, there are other ways to stop the spread of the virus that causes COVID-19 .

If you are at a higher risk of serious illness, talk to your healthcare professional about how best to protect yourself. Know what to do if you get sick so you can quickly start treatment.

If you feel ill or have COVID-19 , stay home and away from others, including pets, if possible. Avoid sharing household items such as dishes or towels if you're sick.

In general, make it a habit to:

• Test for COVID-19 . If you have symptoms of COVID-19 test for the infection. Or test five days after you came in contact with the virus.
• Help from afar. Avoid close contact with anyone who is sick or has symptoms, if possible.
• Wash your hands. Wash your hands well and often with soap and water for at least 20 seconds. Or use an alcohol-based hand sanitizer with at least 60% alcohol.
• Cover your coughs and sneezes. Cough or sneeze into a tissue or your elbow. Then wash your hands.
• Clean and disinfect high-touch surfaces. For example, clean doorknobs, light switches, electronics and counters regularly.

Try to spread out in crowded public areas, especially in places with poor airflow. This is important if you have a higher risk of serious illness.

The CDC recommends that people wear a mask in indoor public spaces if you're in an area with a high number of people with COVID-19 in the hospital. They suggest wearing the most protective mask possible that you'll wear regularly, that fits well and is comfortable.

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Travel and COVID-19

Travel brings people together from areas where illnesses may be at higher levels. Masks can help slow the spread of respiratory diseases in general, including COVID-19 . Masks help the most in places with low air flow and where you are in close contact with other people. Also, masks can help if the places you travel to or through have a high level of illness.

Masking is especially important if you or a companion have a high risk of serious illness from COVID-19 .

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• Goldman L, et al., eds. COVID-19: Epidemiology, clinical manifestations, diagnosis, community prevention, and prognosis. In: Goldman-Cecil Medicine. 27th ed. Elsevier; 2024. https://www.clinicalkey.com. Accessed Dec. 17, 2023.
• Coronavirus disease 2019 (COVID-19) treatment guidelines. National Institutes of Health. https://www.covid19treatmentguidelines.nih.gov/. Accessed Dec. 18, 2023.
• AskMayoExpert. COVID-19: Testing, symptoms. Mayo Clinic; Nov. 2, 2023.
• Symptoms of COVID-19. Centers for Disease Control and Preventions. https://www.cdc.gov/coronavirus/2019-ncov/symptoms-testing/symptoms.html. Accessed Dec. 20, 2023.
• AskMayoExpert. COVID-19: Outpatient management. Mayo Clinic; Oct. 10, 2023.
• Morris SB, et al. Case series of multisystem inflammatory syndrome in adults associated with SARS-CoV-2 infection — United Kingdom and United States, March-August 2020. MMWR. Morbidity and Mortality Weekly Report 2020;69:1450. DOI: http://dx.doi.org/10.15585/mmwr.mm6940e1external icon.
• COVID-19 testing: What you need to know. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/symptoms-testing/testing.html. Accessed Dec. 20, 2023.
• SARS-CoV-2 in animals. American Veterinary Medical Association. https://www.avma.org/resources-tools/one-health/covid-19/sars-cov-2-animals-including-pets. Accessed Jan. 17, 2024.
• Understanding exposure risk. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/your-health/risks-exposure.html. Accessed Jan. 10, 2024.
• People with certain medical conditions. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/need-extra-precautions/people-with-medical-conditions.html. Accessed Jan. 10, 2024.
• Factors that affect your risk of getting very sick from COVID-19. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/your-health/risks-getting-very-sick.html. Accessed Jan. 10, 2024.
• Regan JJ, et al. Use of Updated COVID-19 Vaccines 2023-2024 Formula for Persons Aged ≥6 Months: Recommendations of the Advisory Committee on Immunization Practices—United States, September 2023. MMWR. Morbidity and Mortality Weekly Report 2023; 72:1140–1146. DOI: http://dx.doi.org/10.15585/mmwr.mm7242e1.
• Long COVID or post-COVID conditions. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/long-term-effects/index.html. Accessed Jan. 10, 2024.
• Stay up to date with your vaccines. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/vaccines/stay-up-to-date.html. Accessed Jan. 10, 2024.
• Interim clinical considerations for use of COVID-19 vaccines currently approved or authorized in the United States. Centers for Disease Control and Prevention. https://www.cdc.gov/vaccines/covid-19/clinical-considerations/covid-19-vaccines-us.html#CoV-19-vaccination. Accessed Jan. 10, 2024.
• Use and care of masks. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/about-face-coverings.html. Accessed Jan. 10, 2024.
• How to protect yourself and others. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/prevention.html. Accessed Jan. 10, 2024.
• People who are immunocompromised. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/need-extra-precautions/people-who-are-immunocompromised.html. Accessed Jan. 10, 2024.
• Masking during travel. Centers for Disease Control and Prevention. https://wwwnc.cdc.gov/travel/page/masks. Accessed Jan. 10, 2024.
• AskMayoExpert. COVID-19: Testing. Mayo Clinic. 2023.
• COVID-19 test basics. U.S. Food and Drug Administration. https://www.fda.gov/consumers/consumer-updates/covid-19-test-basics. Accessed Jan. 11, 2024.
• At-home COVID-19 antigen tests — Take steps to reduce your risk of false negative results: FDA safety communication. U.S. Food and Drug Administration. https://www.fda.gov/medical-devices/safety-communications/home-covid-19-antigen-tests-take-steps-reduce-your-risk-false-negative-results-fda-safety. Accessed Jan. 11, 2024.
• Interim clinical considerations for COVID-19 treatment in outpatients. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/hcp/clinical-care/outpatient-treatment-overview.html. Accessed Jan. 11, 2024.
• Know your treatment options for COVID-19. U.S. Food and Drug Administration. https://www.fda.gov/consumers/consumer-updates/know-your-treatment-options-covid-19. Accessed Jan. 11, 2024.
• AskMayoExpert. COVID:19 Drug regimens and other treatment options. Mayo Clinic. 2023.
• Preventing spread of respiratory viruses when you're sick. Centers for Disease Control and Prevention. https://www.cdc.gov/respiratory-viruses/prevention/precautions-when-sick.html. Accessed March 5, 2024.
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News on coronavirus disease 2019 (COVID-19)

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