NH Is More Popular Than Ever With Tourists, Data Shows

CONCORD, NH — New Hampshire was hotter than ever this summer — in terms of tourism, that is.

The state welcomed 4.5 million visitors this summer, up 3.3 percent from the previous year, according to the New Hampshire Division of Travel and Tourism Development. Spending by visitors totaled $2.3 billion, also up 3.3 percent from the previous year.

The department credits the successful season to the summer marketing campaign, "Discover Your New," which targeted New Hampshire, Massachusetts, Rhode Island, Maine, Vermont, Eastern Pennsylvania, and New Jersey, and the Canadian markets of Montreal and Quebec City.

The campaign, which includes a 30-second commercial, features scenic shots of mountain exploration, boat, helicopter, and train expedictions, swimming and shopping.

"Year after year we continue to see steady growth in the numbers of visitors coming to experience all that New Hampshire has to offer," Taylor Caswell, the commissioner of New Hampshire's Department of Business and Economic Affairs, said in a news release. "They’re not only traveling here during the summer months, but we have worked to position the state as a year-round vacation destination and the numbers are evidence our marketing strategy is returning revenue to the state and the tourism industry as well."

Summer wasn't the only season that New Hampshire was popular this year. In the fall, the state welcomed 3.6 million visitors, plus 3 million in the winter and 3.2 million in the spring.

All of those numbers top those seen during the same season in 2022, officials said.