Though snow levels may be down, state officials remain optimistic that NH's tourism industry will reach new heights this winter. The NH Division of Travel and Tourism Development (DTTD) announced in early December that tourism for the 2011/2012 winter season is expected to be up, according to a report by the Institute for NH Studies at Plymouth State University in Plymouth. The report cited an expectation for 6.6 million people to visit the Granite State this season, a 3 percent increase from 2010, and spending by tourists and business travelers is expected to reach $850 million, up 7 percent from last year. During the three winter months of December, January, and February, the state receives 18 percent of the year's total travel visits and 20 percent of total traveler spending.
While some of NH's tourism industries, like snowmobiling and snowshoeing, are dependent on the frequency and amount of natural snowfall and related wintry weather, the total range of available activities in New Hampshire is said to be diverse enough to offer tourists something to enjoy even when the precipitation is unpredictable. NH DTTD officials name tax-free shopping and the first-in-the-nation primary as two extra boosts to the state's tourism profits. The primary, in particular, helped hike business and conference travel to the state by 5 percent since last year.
Some attractions make the unusual weather work for them by creatively adapting to the warmer weather and less white stuff. Muddy Paw Dog Sled Dog Kennel in Jefferson normally provides customers with dogsled rides across a snowy landscape on authentic metal sleds. To accommodate snowless terrain, the company says it created sleds with wheels to offer guests an exhilarating ride. And the wheeled sleds have the added bonus of being able to be used year-round.
Because of the range of tourist activities in the state, Amy Bassett, assistant director of the DTTD, says she is steadfastly optimistic. She says, There are so many activities in NH to enjoy that we can still have a successful season.
Skiing, NH's major winter industry, was strong through the first month-and-a-half of the season. According to the DTTD, overnight trips to the state's ski areas will most likely increase by 2 percent from last year's level, while day trips to ski areas should increase by 3 percent.
Cranmore Mountain Resort President Ben Wilcox is also confident. He says that despite concerns about unusually warm and snowless weather negatively affecting business, the ski industry is enjoying a boom. Though he concedes that a blanket of fresh snow can be a mood elevator for skiers and that the mountain's profits for Christmas week were 10 percent lower than 2010, he describes how advances in snowmaking technology and a large number of open trails allow a resort to compensate for a drier season. We assume it might not snow at all. If we didn't, how could we be in business as a ski resort?
And, several ski areas in the state have made technological changes, using advanced snowmaking methods. All ski areas are built to handle adverse weather, and, if you're not investing in that adversity, then there's trouble, Wilcox says.
The DTTD's forecast for a highly successful winter season comes when the national economy remains bruised by the recent recession. In response to a tighter economic climate, many destinations have heightened efforts to adapt to customers' tighter budgets.
Wilcox describes one of his new strategies includes an e-coupon program and specials that offer rollbacks on ticket prices. As for consumer behavior, he finds that people are shopping more aggressively now. Season pass sales are up this year, and that tells me that more people are willing to commit to great value and are looking to make their vacation work.
But Wilcox contends that tourism profits generally remain strong despite bad economic times. The interesting trend that we've been experiencing is that no matter how tough economic times are, people still want the ski experience and aren't willing to sacrifice family experiences and a love of the outdoors in the winter because of the economy. The bad economy has not had as much an impact on the tourism business, and that's very encouraging, he says.
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