What Will It Take for New Hampshire to Revive Tourism After a Slow Summer, and How Can Canada Help Shape the State’s Travel Landscape Going Forward?

The relationship between Canada and New Hampshire has been notably impacted by the political climate in the United States, especially during the leadership of President Trump. For over fifty years, Canadians have frequently visited New Hampshire for vacations, recreational activities, and cultural events. However, recent political tensions, including the imposition of tariffs and offensive rhetoric, such as calling Canada the “51st state,” have contributed to a significant drop in Canadian tourism. One of the many Canadians who have chosen to boycott U.S. travel is Brad Norrad, a regular visitor to Jefferson Valley, who also decided to avoid buying U.S.-made products as a form of protest. This political fallout has not only affected the relationship between Canada and the United States but has also taken a toll on New Hampshire’s tourism industry, with local businesses and the state’s economy feeling the impact of the decline in Canadian visitors.

Decline in Canadian Visitors: A Noticeable Trend

The impact of political tensions can be seen clearly in the latest border crossing data. For example, in July, the number of Canadian visitors arriving in New Hampshire dropped by 28%. Only 267,000 Canadian tourists visited the state, down from 372,000 during the same month in 2022. This substantial decrease in Canadian arrivals highlights a fundamental shift in travel behavior, which may have long-term consequences for the tourism sector in New Hampshire. Historically, Canada has been one of the most consistent sources of visitors to New Hampshire, especially during the summer months. To match last year’s total of 3.2 million Canadian visitors, the state would need one million more Canadian visitors over the remaining summer months. Given the current political climate, it remains uncertain whether Canadian tourism will recover quickly enough to meet this target.

Financial Impact on New Hampshire’s Tourism Sector

The drop in Canadian tourism has had a direct financial impact on businesses across New Hampshire. Charlie St. Clair, who leads the Laconia Motorcycle Week Association, observed that Laconia Motorcycle Week, a major event that typically draws thousands of visitors, saw a drastic decline in Canadian participation. According to St. Clair, there was a 75-80% drop in Canadian attendance at this year’s event. The rally, which traditionally generates an estimated $100 million in revenue for the state through activities such as lodging, meals, fuel purchases, and toll fees, was significantly impacted by the absence of Canadian visitors. For many New Hampshire businesses, this means a direct loss of income, especially for those that rely on events like Laconia Motorcycle Week to sustain their operations.

St. Clair expressed sympathy for the situation, acknowledging that if the roles were reversed, Canadians would likely act in a similar manner. While the businesses in New Hampshire are understandably concerned about their loss of revenue, they also recognize that political frustration is behind the decision of Canadians to avoid traveling to the U.S.

Local Businesses Feeling the Loss: Campgrounds and Other Sectors

The effects of reduced Canadian tourism have been felt in various sectors of the New Hampshire economy, with campgrounds being another area severely impacted. Amanda Allen, who manages Wakeda Campground in Exeter, reported a sharp decline in Canadian campers during July and August. Typically, Canadians make up about 25% of the campground’s visitors during these peak summer months. However, this year, 90% of Canadian campers chose not to visit, mirroring the broader trend of Canadian avoidance in the state.

Even though the summer weather presented challenges like rainy weekends, Wakeda Campground still faced a significant reduction in visitors from Canada. This decline was not limited to just campgrounds or motorcycle rallies but extended across many businesses in New Hampshire. The loss of Canadian tourists has created a ripple effect across various sectors that rely on tourism revenue to support their local economies.

Diplomatic Efforts to Rebuild Ties with Canada

In light of the challenges caused by the decline in Canadian tourism, New Hampshire’s leaders have made efforts to rebuild diplomatic relations with Canada. Gov. Kelly Ayotte led a trade mission to Canada, where she met with officials in Halifax and Montreal. The purpose of the mission was to strengthen trade relations and foster diplomatic ties between the two regions. Canada has long been one of New Hampshire’s top trade partners, with exports to Canada totaling $1.4 billion in 2023. These exports are primarily in sectors like aerospace, business technology, and fabricated metal. Additionally, New Hampshire imports a variety of goods from Canada, including fuel oil, building materials, and machinery.

To complement the governor’s efforts, the New Hampshire Canadian Trade Council, led by Senator Tim McGough, joined the trade mission to Canada. Their aim was to promote New Hampshire as a welcoming market for Canadian businesses and to emphasize the state’s tax-friendly environment and business-friendly regulations. While these diplomatic missions are important for maintaining trade relations, local leaders are uncertain whether they will have an immediate effect on Canadian tourism.

Hope for the Fall Tourism Season: The Foliage Factor

Despite the ongoing challenges, there is some optimism for the fall tourism season in New Hampshire, particularly with the upcoming fall foliage season. This annual event is one of New Hampshire’s most popular tourist attractions, with 1.1 million visitors in 2022, contributing an estimated $320 million to the state’s economy. Charyl Reardon, head of the White Mountains Attraction Association, highlighted the importance of this season as a key economic opportunity. With expectations for better weather and higher tourist traffic, there is hope that Canadian visitors will return to experience the stunning autumn colors of the White Mountains.

However, Reardon also acknowledged that the continued decline in Canadian tourism might still affect some areas. While the fall foliage season offers a chance for economic recovery, the loss of Canadian visitors could continue to have lasting effects on certain sectors of New Hampshire’s tourism industry. Nevertheless, the fall season offers a crucial opportunity for the state to regain some of the lost revenue.

Looking Forward: Adjusting to Changing Travel Patterns

As political tensions continue to impact tourism in New Hampshire, local businesses remain hopeful for a recovery. As Charlie St. Clair from the Laconia Motorcycle Week Association emphasized, Canadians are still welcome in New Hampshire, but the political climate in Washington is unlikely to change soon. New Hampshire will need to adapt to shifting travel patterns, finding new ways to attract visitors both from Canada and beyond. The future of New Hampshire’s tourism industry will depend on a combination of diplomatic efforts, economic resilience, and adaptation to changing travel dynamics.

While Canadian visitors may still be reluctant to return in the short term, the state must continue to work on rebuilding relationships and ensuring that New Hampshire remains a welcoming destination for tourists worldwide. The long-term goal may be to diversify tourism efforts and reduce dependence on Canadian tourists while finding ways to restore the strong relationship that once existed between Canada and New Hampshire.

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