How to become a travel agent in How To Become A Travel Agent In New Hampshire Travel Trends
If you are considering a career as a travel agent in New Hampshire, it is crucial to grasp the state's unique travel trends and the factors that make it an attractive destination for visitors. New Hampshire's tourism industry is a significant driver of the state's economy, supported by nearly 50,000 travel and hospitality professionals who work tirelessly to make the state a premier destination for both domestic and international travelers.
New Hampshire's appeal lies in its natural beauty, offering a diverse range of experiences from lakeside cottages and campfires under starry skies to perfect powder ski runs and panoramic mountain trails. This rich tapestry of outdoor activities and scenic landscapes makes it a place where memories are created, drawing visitors back year after year, generation after generation.
The state's tourism sector is highly seasonal, with each season presenting its own set of opportunities and challenges. Summer, for instance, is the busiest tourism season, with the New Hampshire Division of Travel and Tourism Development making the majority of its media buys in May and June to capitalize on this peak period. The division targets key markets such as Boston and New York, leveraging campaigns like the "North Station Domination" to make a significant impact in these areas.
In the fall, New Hampshire experiences a surge in visitors from further away, particularly during the leaf peeping season. This period is crucial for the state's tourism revenue, with fall visitor spending reaching $1.7 billion in recent years, up 7.3% from the previous year. The division's marketing efforts during this time include partnerships with National Geographic and social media influencers to drive high engagement and attract new visitors.
Winter tourism is another vital segment, with ski resorts and other winter sports destinations drawing millions of visitors. The state has seen significant growth in winter visitor spending, increasing to $1.5 billion, up 17.4% from the previous year. Many ski resorts now offer year-round attractions to keep seasonal workers employed longer and to attract visitors throughout the year.
For a travel agent, understanding these seasonal trends and the marketing strategies employed by the state is essential. The New Hampshire Division of Travel and Tourism Development uses data-driven approaches, including consumer perception surveys and return on investment analysis, to optimize its marketing efforts. This includes multi-media campaigns and partnerships with various state agencies and private organizations to ensure maximum reach and impact.
In addition to seasonal trends, it's important to note the role of local attractions and unique selling points. New Hampshire's tax-free shopping, local cuisine, craft beverage producers, and historic sites are significant draws for visitors. Travel agents should be well-versed in these attractions to provide tailored experiences that meet the diverse interests of their clients.
Finally, staying connected with the latest marketing trends and media tactics is vital for success. New Hampshire offers favorable conditions for paid search marketing, with lower costs per click compared to the national average. Leveraging local media options such as cable TV and broadcast networks like WMUR can also help travel agents reach their target audience effectively.
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| Season | Visitor Numbers | Visitor Spending | ROI |
|---|---|---|---|
| Summer | 4.5 million | $2.3 billion | $228 per $1 invested |
| Fall | 3.6 million | $1.7 billion | $33 per $1 invested |
| Winter | 3 million | $1.5 billion | $21.76 per $1 invested |
| Spring | 3.2 million | $1.7 billion | $14.50 per $1 invested |
"Year after year we continue to see steady growth in the numbers of visitors coming to experience all that New Hampshire has to offer," said Taylor Caswell, commissioner of NH Department of Business and Economic Affairs. "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."
New Hampshire's tourism industry is a vibrant and essential part of the state's economy. With nearly 50,000 travel and hospitality professionals, the sector is driven by a dedication to making New Hampshire a premier destination for both domestic and international travelers. The state's natural beauty, ranging from lakeside cottages and campfires under starry skies to perfect powder ski runs and panoramic mountain trails, creates a plethora of memorable experiences that draw visitors back year after year, generation after generation.
The New Hampshire Division of Travel and Tourism Development plays a pivotal role in promoting the state's tourism offerings. This division, part of the New Hampshire Department of Business and Economic Affairs, is responsible for domestic and international advertising, public relations, literature publication and distribution, and research to monitor and measure the impact of travel and tourism. The division works closely with the state's seven travel regions to increase visitation and visitor expenditures, thereby expanding business activity and employment throughout the state.
The division's marketing efforts are data-driven, relying on consumer perception surveys, advertising effectiveness studies, return on investment analysis, market share reports, and domestic and international travel barometers. These strategies help ensure that the marketing dollars are used as effectively as possible. For example, the division targets key markets such as Boston and New York, leveraging campaigns like the "North Station Domination" to make a significant impact in these areas.
Tourism has a profound impact on New Hampshire's economy. The sector generates substantial revenue and employment opportunities. In the summer of 2023, for instance, the state welcomed 4.5 million visitors, resulting in $2.3 billion in visitor spending, a 3.3% increase from the previous year. This growth is consistent across seasons, with fall visitor spending reaching $1.7 billion, winter spending at $1.5 billion, and spring spending at $1.7 billion.
| Season | Visitor Numbers | Visitor Spending | ROI per $1 Invested |
|---|---|---|---|
| Summer | 4.5 million | $2.3 billion | $228 |
| Fall | 3.6 million | $1.7 billion | $33 |
| Winter | 3 million | $1.5 billion | $21.76 |
| Spring | 3.2 million | $1.7 billion | $14.50 |
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"Year after year we continue to see steady growth in the numbers of visitors coming to experience all that New Hampshire has to offer," said Taylor Caswell, commissioner of NH Department of Business and Economic Affairs. "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."
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The division is responsible for a wide range of activities including: Domestic and International Advertising: Targeting key markets and optimizing media buys. Public Relations: Managing the state's image and promoting tourism through various media channels. Literature Publication and Distribution: Creating and disseminating materials to attract visitors. Research and Analysis: Monitoring and measuring the impact of tourism on the state's economy.
Summer is the busiest tourism season in New Hampshire, attracting a significant number of visitors from nearby and farther afield. In the summer of 2023, the state welcomed 4.5 million visitors, a 3.3% increase from the previous year, with visitor spending totaling $2.3 billion, also up 3.3%.
The New Hampshire Division of Travel and Tourism Development targets key markets such as Boston and New York during this period. The division makes the majority of its media buys in May and June to capitalize on the peak summer season. One notable campaign is the "North Station Domination" in Boston, where every piece of advertising in North Station is related to New Hampshire, making a significant impact in this prime market.
Popular summer activities in New Hampshire include visits to lakeside cottages, camping, water sports, and hiking. The state's scenic landscapes and outdoor recreation opportunities make it an ideal destination for families and adventure seekers. Many visitors also enjoy the state's tax-free shopping and local cuisine, adding to the overall summer experience.
The summer marketing campaigns have shown a high return on investment. For every dollar spent on media, the state generates $228 in visitor spending and $14.50 in tax revenue. These campaigns, including partnerships with National Geographic and social media influencers, drive high engagement and attract new visitors to the state.
Summer Marketing Campaigns and ROI
Fall is another peak season for tourism in New Hampshire, particularly due to the state's renowned leaf peeping season. In the fall of 2023, visitor spending reached $1.7 billion, a 7.3% increase from the previous year, with total visitation at 3.6 million, up 1.9%.
The division forecasts these visitor numbers and spending trends through consumer perception surveys and advertising effectiveness studies. The fall season attracts visitors from further away, with a higher number of visitors traveling from outside the immediate region. Popular fall activities include leaf peeping, farm visits, fairs, and festivals, which are heavily promoted through the division's marketing efforts.
Winter tourism is a vital segment of New Hampshire's tourism industry, with skiing and other snow sports being major draws. In the winter of 2023, visitor spending increased to $1.5 billion, up 17.4% from the previous year, and total visitation was 3 million, up 3.4%.
Visitors participate in various winter sports such as skiing, snowboarding, ice fishing, and snowmobiling. Unique winter experiences, including winter festivals and events, are also popular. The division's marketing efforts focus on promoting these activities and ensuring that ski resorts and other winter sports destinations are well-represented.
"Many ski resorts are now offering summer attractions as well, keeping seasonal workers employed longer and attracting visitors throughout the year," notes a spokesperson for the New Hampshire Division of Travel and Tourism Development. This strategy helps in maintaining a consistent flow of visitors and revenue throughout the year.
Spring tourism in New Hampshire is marked by a resurgence in outdoor recreation and cultural events. Visitor spending in the spring of 2023 was $1.7 billion, up 7.6% from the previous year, with total visitation at 3.2 million, up 5.3%.
Popular spring activities include hiking, biking, and attending festivals. The division's marketing strategies highlight these activities and the state's natural beauty, which begins to flourish in the spring. Visitor spending and seasonal trends are closely monitored to ensure effective marketing and to attract a diverse range of visitors.
| Season | Visitor Numbers | Visitor Spending | ROI per $1 Invested |
|---|---|---|---|
| Summer | 4.5 million | $2.3 billion | $228 |
| Fall | 3.6 million | $1.7 billion | $33 |
| Winter | 3 million | $1.5 billion | $21.76 |
| Spring | 3.2 million | $1.7 billion | $14.50 |
The New Hampshire Division of Travel and Tourism Development uses various marketing strategies across each season. These include data-driven approaches, partnerships with state agencies and private organizations, and leveraging social media and influencer partnerships to maximize reach and engagement.
The "Live Free" brand positioning is a cornerstone of New Hampshire's tourism marketing strategy. This branding encapsulates the state's ethos of freedom and adventure, appealing to a wide range of visitors. The campaign emphasizes the state's natural beauty, outdoor recreation opportunities, and the unique experiences that make New Hampshire a standout destination. By leveraging this brand, the New Hampshire Division of Travel and Tourism Development has seen significant increases in visitor engagement and loyalty.
"The 'Live Free' campaign has been incredibly successful in positioning New Hampshire as a safe and exciting travel destination," said Taylor Caswell, commissioner of NH Department of Business and Economic Affairs. "It resonates with our target markets and has been a key factor in our tourism rebound post-pandemic."
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Become a travel agent with no experience! We provide the education for you to learn and become successful at your own pace.The Division of Travel and Tourism Development targets specific markets to maximize the effectiveness of its advertising campaigns. Core markets include neighboring states such as Massachusetts, Connecticut, Rhode Island, Maine, Vermont, New York, and New Jersey. Additionally, the division targets longer-drive markets like Pennsylvania, Delaware, Maryland, Virginia, North Carolina, and Ohio, as well as Canadian markets, particularly Quebec City and Montreal.
The division uses a variety of media channels to reach these target markets, including print, TV/CTV, out-of-home advertising, digital display, radio, and social media. This multi-channel approach ensures that the message reaches potential visitors through multiple touchpoints, increasing the likelihood of influencing their travel decisions. For instance, the 2021 summer campaign targeted 25.8 million households across these markets, resulting in a significant increase in visitor numbers and spending.
The ROI analysis for New Hampshire's tourism marketing efforts is a critical component of the division's strategy. The division's research has consistently shown high returns on investment for its advertising campaigns. For example, the 2022 spring/summer campaign generated $266 in visitor spending for every $1 invested, with a total of $780 million in visitor spending influenced by the advertising. This campaign also returned $15.22 in tax revenue for each $1 invested, totaling $44.6 million in taxes.
| Campaign Period | Media Investment | Visitor Spending ROI | Tax Revenue ROI |
|---|---|---|---|
| 2021 Summer | $2.4 million | $210 per $1 invested | $13 per $1 invested |
| 2022 Spring/Summer | $2.9 million | $266 per $1 invested | $15.22 per $1 invested |
| 2023 Spring/Summer | $2.4 million | $228 per $1 invested | N/A |
The ROI varies by market, with core markets generally showing the highest return. For instance, in the 2022 spring/summer campaign, core markets accounted for about three-quarters of the ad-influenced trips and generated significant tax revenue. Long-drive and Canadian markets also contributed, although the ROI was slightly lower due to the competitive environment and changes in market targeting.
"The data-driven approach to our marketing decisions has allowed us to maximize our ROI and ensure that our campaigns are as effective as possible," said a spokesperson for the New Hampshire Division of Travel and Tourism Development. "This strategy has been instrumental in our tourism growth and economic impact."
New Hampshire is renowned for its stunning natural beauty, offering a diverse array of outdoor recreation opportunities that attract visitors from all over. From the majestic White Mountains to the serene Lakes Region, and the scenic Seacoast, the state's landscapes provide endless possibilities for hiking, biking, skiing, and other outdoor activities. The Merrimack Valley Region, including Concord, is also gaining popularity as a convenient base for exploring these natural wonders.
The state's outdoor product is a significant draw, especially during seasons like summer and fall when visitors can enjoy activities such as camping, water sports, and leaf peeping. The "Live Free" brand positioning emphasizes these natural attractions, appealing to travelers seeking adventure and relaxation in a beautiful setting.
New Hampshire is home to a thriving craft beverage industry, featuring numerous breweries, wineries, and distilleries. These local producers offer unique tasting experiences and tours that have become a major attraction for visitors. The local cuisine, which often incorporates fresh, locally sourced ingredients, complements these beverages perfectly, providing a rich culinary experience for travelers.
Visitors can explore the state's many farm-to-table restaurants, farmers' markets, and specialty food shops, which showcase the best of New Hampshire's agricultural produce. This blend of local flavors and craft beverages makes the state an appealing destination for food and drink enthusiasts.
"New Hampshire's craft beverage scene is a hidden gem," said a local brewer. "From our award-winning beers to our artisanal wines and spirits, there's something for every palate, making our state a must-visit for any food and drink lover."
New Hampshire's tax-free shopping is a significant unique selling point, attracting shoppers from neighboring states and beyond. The state's vibrant downtown shopping scenes, particularly in cities like Concord, offer a variety of local markets, boutiques, and specialty stores. Visitors can enjoy shopping without the burden of sales tax, making their purchases even more appealing.
The combination of tax-free shopping and the state's rich cultural heritage makes visiting local markets a memorable experience. From handmade crafts to unique souvenirs, shoppers can find a wide range of items that reflect the state's character and charm.
| Attraction | Description | Popular Activities |
|---|---|---|
| Natural Beauty | White Mountains, Lakes Region, Seacoast | Hiking, Biking, Skiing, Leaf Peeping |
| Craft Beverage Producers | Breweries, Wineries, Distilleries | Tastings, Tours, Local Cuisine |
| Tax-Free Shopping | Local Markets, Boutiques, Specialty Stores | Shopping, Local Crafts, Souvenirs |
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Become a travel agent with no experience! We provide the education for you to learn and become successful at your own pace.The local markets in New Hampshire, such as those in Concord's downtown area, offer a unique shopping experience. Visitors can explore a variety of shops, from antique stores to artisanal boutiques, all while enjoying the tax-free benefits that New Hampshire provides.
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The Division of Travel and Tourism Development is actively working to address these issues through initiatives like the "Leave No Trace" program, which encourages visitors to preserve the state's natural resources for future generations. This program emphasizes responsible recreation practices, such as respecting wildlife habitats, not littering, and staying on designated trails. By promoting these practices, the state aims to maintain the natural beauty that attracts visitors while minimizing the environmental impact.
The hospitality industry in New Hampshire faces staffing and workforce challenges, especially during peak seasons. Despite these challenges, the industry has seen some relief through federal programs that allow for guest worker visas and the attraction of retirees back into the workforce. These initiatives have helped stabilize the workforce, particularly in regions like the White Mountains.
However, the sustained higher rate of visitation could lead to greater year-round costs for those living in these regions, potentially affecting the local workforce's quality of life. The division is working to balance these needs by promoting year-round employment opportunities and supporting local businesses in managing their workforce effectively.
"Federal programs allowing visas for guest workers have re-opened, and the year-round opportunities in hospitality have drawn many retirees back into the workforce," said Charyl Reardon, president of the White Mountains Attractions Association. "This has helped us manage the staffing challenges to some extent."
Balancing the visitor experience with the quality of life for residents is a critical challenge for New Hampshire's tourism industry. While the state's natural beauty and attractions are major draws for visitors, it is essential to ensure that these attractions do not compromise the quality of life for local residents. The division is focusing on highlighting lesser-known destinations to avoid crowding in popular areas and to distribute visitors more evenly across the state.
This approach not only helps in preserving the authentic experience that visitors seek but also ensures that local communities are not overwhelmed by the influx of tourists. By promoting a balanced approach to tourism development, the state aims to maintain a positive relationship between visitors and residents, enhancing the overall experience for both groups.
| Challenge | Description | Initiatives |
|---|---|---|
| Overcrowding and Environmental Impact | Managing large visitor numbers and preserving natural resources | "Leave No Trace" program, distributing visitors across regions and seasons |
| Staffing and Workforce Challenges | Maintaining adequate workforce during peak seasons | Federal guest worker programs, attracting retirees back into the workforce |
| Balancing Visitor Experience with Resident Quality of Life | Ensuring tourism does not compromise local quality of life | Promoting lesser-known destinations, balanced tourism development |
The state is also exploring innovative solutions to address crowding and environmental concerns. This includes investing in infrastructure to support sustainable tourism practices and engaging with local communities to develop tourism strategies that benefit both visitors and residents.
For travel agents planning trips to New Hampshire, especially during the fall season, the foliage trackers and regional reports are invaluable tools. The New Hampshire Division of Travel and Tourism Development provides a foliage tracker that uses historical data to predict when the fall colors will peak in different regions of the state. This tool helps agents advise clients on the best times to visit for optimal leaf peeping experiences.
In addition to the foliage tracker, the division issues regional foliage reports, updated twice weekly throughout the fall season. These reports provide detailed information on the current color conditions, helping travel agents to plan and recommend the most scenic routes and destinations for their clients.
The foliage tracker is accessible through the official VisitNH.gov website and is a key resource for anyone interested in experiencing New Hampshire's fall colors. By using this tool, travel agents can ensure their clients make the most of their trip and enjoy the state's renowned autumn scenery.
Foliage Tracker Details
The official website of the New Hampshire Division of Travel and Tourism Development, VisitNH.gov, is a comprehensive resource for travel agents. This website offers a wealth of information on various aspects of New Hampshire tourism, including attractions, events, accommodations, and dining options. Agents can find detailed guides, maps, and itineraries to help them plan customized trips for their clients.
VisitNH.gov also provides access to grant administration, literature publication, and distribution, as well as research data on the impact of travel and tourism on the state. This extensive resource helps travel agents stay updated on the latest trends and offerings in New Hampshire, enabling them to offer expert advice and tailored travel plans.
Social media plays a crucial role in promoting New Hampshire tourism and engaging with potential visitors. The New Hampshire Division of Travel and Tourism Development maintains a strong presence on platforms like Facebook, Twitter, Instagram, Pinterest, and YouTube. These channels are used to share updates, tips, and inspiring content that highlights the state's attractions and experiences.
Travel agents can leverage these social media channels to stay informed about the latest developments and promotions in New Hampshire. By following the #LiveFreeNH tag, agents can see what other people are saying about the state and gather insights to share with their clients. This community engagement helps in building a network of informed and enthusiastic travel professionals who can provide the best possible service to their clients.
"Social media has been a game-changer for us in engaging with potential visitors and sharing the beauty and charm of New Hampshire," said Kris Neilsen, Communications Manager for the NH Division of Travel and Tourism Development. "It allows us to connect directly with travelers and provide them with real-time information and inspiration."
| Resource | Description | Usage |
|---|---|---|
| Foliage Trackers | Predicts peak fall colors by region | Plan optimal leaf peeping trips |
| VisitNH.gov | Comprehensive tourism information and resources | Plan customized trips, access guides and itineraries |
| Social Media | Engage with community, share updates and promotions | Stay informed, gather insights for clients |
By engaging with New Hampshire's social media channels, travel agents can gain valuable insights into what makes the state appealing to visitors. This helps in crafting personalized travel plans that meet the unique interests and preferences of their clients.
Becoming a travel agent in New Hampshire offers a rewarding career filled with opportunities to showcase the state's unique attractions and experiences. By understanding the specific travel trends and strategies outlined in this article, you can provide your clients with personalized and memorable trips that highlight the best of what New Hampshire has to offer.
The state's tourism industry, driven by its natural beauty, outdoor recreation opportunities, and cultural events, presents a dynamic and evolving landscape. From the peak summer season with its anticipated 4.8 million visitors and $2.6 billion in spending, to the fall foliage that attracts 3.7 million visitors with an estimated $1.8 billion in spending, each season offers distinct opportunities and challenges.
The "Live Free" brand positioning and the division's marketing campaigns are key elements to grasp, as they inspire travelers to feel full of possibilities and free of expectations. These campaigns, along with tools like the foliage tracker and regional reports, are essential resources for travel agents to plan and recommend the most scenic and enjoyable trips for their clients.
Moreover, the state's efforts to manage overcrowding, protect the environment, and balance visitor experiences with resident quality of life are critical factors to consider. By promoting lesser-known destinations and encouraging responsible recreation practices, travel agents can contribute to the sustainable growth of New Hampshire's tourism industry.
"New Hampshire has something for everyone, from its stunning natural beauty to its vibrant cultural scene," said Lori Harnois, NH Travel and Tourism Director. "By understanding and embracing these travel trends, travel agents can help their clients experience the authentic charm of our state."
| Season | Visitor Numbers | Spending | Key Attractions |
|---|---|---|---|
| Summer | 4.8 million | $2.6 billion | Outdoor recreation, tax-free shopping |
| Fall | 3.7 million | $1.8 billion | Leaf peeping, farm visits, fairs and festivals |
| Winter | 3 million | $1.5 billion | Skiing, snow sports, winter festivals |
| Spring | 3.2 million | $1.7 billion | Hiking, biking, cultural events |
The New Hampshire Division of Travel and Tourism Development provides ongoing support and resources for travel agents. From marketing campaigns to educational programs, these resources are designed to help agents stay informed and provide the best possible service to their clients.
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