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Pent-up Demand Fuels NH Visitation Projections this Summer

May 15, 2023 – The Department of Business and Economic Affairs, Division of Travel and Tourism  (DTTD) is anticipating an estimated 4.3 million people will visit New Hampshire this summer with spending by those visitors expected to reach $2.35 billion. The numbers represent a 4.8% increase in visitation and a 6.5% increase in spending.  DTTD unveiled its summer marketing campaign, along with forecast for visitation, during the NH Tourism Summit at the Bank of New Hampshire Stage in Concord.

“We have seen record spending in New Hampshire the last two summers, despite having to deal with the COVID pandemic,” said BEA Commissioner Taylor Caswell. “While inflation and the potential for a recession continue to pose threats, data shows there continues to be a pent-up demand for travel, and we expect to experience higher levels of visitation this summer resulting in even stronger levels of spending.”

New Hampshire’s summer campaign platform will continue to be “Discover Your New, ” as well as deploying road trip messaging. The state will continue to market in its core markets of New England and New York; road trip markets of Eastern PA and New Jersey; and Montreal and Quebec City in Canada. The campaign launched in the road trip and Canadian markets in mid-March and in the core markets on May 1.  

“With record visitation anticipated again this summer, one of the elements we’re focusing on is the visitor experience,” said NH Travel and Tourism Director Lori Harnois. “We believe we should all be working together regarding recreating responsibly. We encourage visitors and residents to become familiar with New Hampshire’s Leave No Trace initiative and help preserve the state’s natural resources for future generations.”

For more information on Leave No Trace and for summer travel inspiration visit