Greater Monadnock Collaborative President and CEO Luca Paris received the BEA Collaborator of the Year Award from BEA Commissioner Taylor Caswell.
CONCORD, NH – The Department of Commerce, Travel and Tourism Division (DTTD) is predicting an estimated 4.8 million visitors and $2.6 billion in visitor spending in New Hampshire this summer. The figures represent a 3% increase in visitor numbers over last year. DTTD announced its summer marketing campaign along with visitor projections at the New Hampshire Tourism Summit, held at the Lakeport Opera House in Laconia.
“After last year’s return to normal levels of leisure travel, nationally, growth in that sector is expected to be about 2.5 percent, and our research shows that New Hampshire should follow suit,” said New Hampshire Travel and Tourism Director Lori Harnois. “Additionally, the Canadian market remains the fastest growing, and New Hampshire is set to see further growth from an increase in Canadian visitors. Canada is New Hampshire’s largest international market, so this is very good news for us, and we expect the summer tourism season to be booming.”
New Hampshire’s summer campaign is transitioning from a “Discover Your New” platform to a “Live Free” brand positioning. The creative and messaging aims to inspire travelers to feel full of possibility and free from expectations when visiting the state. New Hampshire will continue to have a presence in key markets in New England and eastern New York, the Road Trip market in eastern Pennsylvania, and Greater Montreal and Quebec City in Canada. The campaign launched in April in the Road Trip and Canadian markets and in late April/early May in the key markets.
The event marked the second annual summit and this year DTTD introduced the BEA Collaborator of the Year Award. The award is presented to an organization that demonstrates commitment, partnership and support to the community and state throughout the year for the greater good of tourism and economic development. This year’s recipient was the Greater Monadnock Collaborative. The Collaborative is the Monadnock Region’s destination marketing organization, working with commercial and community partners to highlight and promote all that makes the region a unique vacation destination, a great place to live and a rewarding region to do business in.
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