Gov. Kelly Ayotte cuts a climbing rope to officially launch New Hampshire Outdoor Industry Day on June 10. (Photo: Scott Merrill, Business NH Magazine)
Stressing entrepreneurship, economic impact, and the Granite State’s natural beauty, Gov. Kelly Ayotte officially proclaimed June 10 as “New Hampshire Outdoor Industry Day” during a ceremony at Veterans Memorial Park in Manchester. The event, which wasn’t deterred by the rain that fell, brought together state and local leaders, outdoor business owners, nonprofit organizations, and NH residents.
Ayotte’s proclamation comes as NH’s outdoor economy reaches historic highs. In 2023, the sector generated nearly $4 billion in revenue—accounting for 4.5% of total employment—and supported nearly 32,000 jobs and 1,000 small businesses across tourism, hospitality, retail, manufacturing, and professional services, according to the U.S. Bureau of Economic Analysis. New Hampshire ranks 8th in the nation for outdoor recreation’s share of GDP..jpg)
“What I love about our outdoor industry is there’s so much entrepreneurship,” Ayotte told the crowd. “New Hampshire’s positive business climate, married with our respect for the environment and the beauty of our state, makes this the best place to start an outdoor business.”
Ayotte celebrated homegrown outdoor brands like NEMO Equipment in Dover and commended the industry for not only fueling the state’s economy but enhancing quality of life. “You bring people here—people we need to support other industries,” she said. “Whether it’s hiking, skiing, kayaking, or climbing, this industry helps us enjoy the best of New Hampshire.”
Ayotte pledged continued support for the industry, stating, “We want to protect the great natural beauty of our state. I look forward to visiting all of your businesses.”
The day also marked the official launch of the Workforce Toolkit for the Outdoor Lifestyle, a new resource from the NH Department of Business and Economic Affairs (BEA) designed to help employers integrate outdoor recreation into their recruitment, hiring, and retention strategies.
“We’ve been wanting to do this for a long time,” said Taylor Caswell, BEA Commissioner and originator of the toolkit concept. “When we established the state’s Office of Outdoor Recreation, we began looking for ways to make a stronger connection between business and outdoor life.”
The BEA received funding from the U.S. Economic Development Administration last year to bring the idea to life. “This toolkit gives employers tangible ways to promote a lifestyle that aligns with the values of today’s workforce,” said Caswell. “It helps businesses leverage New Hampshire’s outdoor assets to attract and retain talent, particularly in a tight labor market.”
In a statement, Janel Lawton, dDirector of the Office of Outdoor Recreation Industry Development, called the toolkit a major step in recognizing the full economic potential of the sector. “By promoting a culture centered around an active, outdoor lifestyle, New Hampshire companies can attract high-quality talent, reduce turnover, and boost overall productivity,” Lawton said.
The event was hosted by the Granite Outdoor Alliance, a nonprofit business alliance that supports and celebrates the state's outdoor industry, and included the Rock City Vendor Village, a pop-up marketplace featuring dozens of NH-based outdoor brands and nonprofits.
The celebration will continue throughout the summer with regional partner events aimed at further boosting public engagement and highlighting the outdoor industry’s role in workforce development and long-term economic strategy.
As Ayotte stated in her address, “We’re not just recognizing what [the recreation] industry has already achieved—we’re laying the groundwork for where it’s going next. We want New Hampshire to move from 8th to 1st in the nation. Let’s get there.”