NH's Business: What's happening with state's 2nd-largest revenue-generating industry: tourism?

August 11, 2026 - 18:09

Fred Kocher recently spoke with Lucy Lange, the commissioner of the New Hampshire Department of Business and Economic Affairs, to get a read on the state's tourism industry. This sector is the second-largest source of revenue for New Hampshire, so its health matters beyond just the summer crowds and ski season numbers.

The big question on the table was whether Canadian visitors are starting to come back. Last year saw a significant drop in cross-border travel, which hit northern parts of the state especially hard. Lange pointed to some early signs of recovery, but she was careful not to call it a full rebound just yet. The exchange rate and border crossing times are still factors that keep some Canadians away.

Beyond the Canadian market, the conversation touched on how the state is positioning itself for the rest of the year. The focus is on promoting the quieter seasons, like the fall foliage and the shoulder months, to smooth out the boom-and-bust cycle that tourism-dependent businesses often face. Lange also mentioned ongoing efforts to support workforce housing, which remains a hurdle for hiring seasonal staff.

The overall tone was cautiously optimistic. While the numbers are not back to the record highs seen a couple of years ago, the industry is holding steady. The state is watching the data closely, but for now, the message is that New Hampshire remains open for business, and the hope is that the Canadian traffic will continue to climb as the year goes on.