Tourism industry leader Lori Harnois was confirmed by the Executive Council Jan. 8 as the first state tourism director appointed by the Department of Business and Economic Affairs, and will begin Jan. 31.
Lori Harnois
For the past five years, Harnois served as executive director of Discover New England, a six-state collaborative international travel and tourism marketing organization based in Portsmouth. She has deep knowledge of New Hampshire’s tourism industry having previously served at the former Department of Resource and Economic Development.
“We are pleased to have Lori in this role as she brings tremendous knowledge, experience, and a forward-thinking approach,” said Gov. Chris Sununu. “Tourism is critically important in New Hampshire as our second-largest revenue generator and Lori’s skillset, strategic vision, and expertise make her an easy choice for this critical state position.”
Under the New Hampshire Department of Business and Economic Affairs (BEA), the tourism director role includes the execution of the state’s Tourist to Talent talent attraction plan. Under this strategy, Harnois will develop associated strategies to support business and workforce recruitment, using marketing and branding created for tourism to drive workforce development and strengthen New Hampshire’s growing economy
“Lori has more than 20 years of leadership promoting New Hampshire and New England as domestic and international tourism destinations, making her uniquely qualified to assume the role of state tourism director,” said BEA Commissioner Taylor Caswell. “With keen marketing insights from the entire region, Lori will allow New Hampshire to refine its marketing, stand apart in the region and draw more visitors as we continue to reinforce that the Granite State is the premier destination in the northeast for living, working and playing.”
During her tenure at Discover New England, Harnois developed and executed a strategic direction for the promotion and marketing of New England, which resulted in a 22 percent increase in international visitation and a 41 percent increase in international visitor spending. Harnois also oversaw a full rebranding of Discover New England, while presiding over the region’s largest travel trade conference.
“New Hampshire is a unique and special place, I’m excited to have the opportunity to work for the division again,” Harnois said. “I look forward to sharing my passion for New Hampshire and applying my two decades of experience to attract people to the Granite State both from a tourism and an economic development perspective.”
Amy Bassett, deputy director of DTTD, has served as acting director since April 2019.
The tourism industry is the second largest here in the Granite State, employing about 60,000 people who tend to the needs of nearly 35 million visitors who come here each year and spend $4 billion.
“As our second largest industry, our travel and tourism industry is integral to the New Hampshire economy and will continue to play an important role as we work to build a more innovative economic future,” said Gov. Maggie Hassan.
Lori Harnois, director of the NH Division of Travel and Tourism Development, left, and Gov. Maggie Hassan
In this day and age of instant communication and everyone being on-the-go, it’s a challenge to reach them, but our tourism folks continue to find ways to do just that. In the past year, they introduced a fall foliage app for mobile phones, taken a bigger aim at the group tour market and are tapping into new market – Japan.
And tying it all together is that evocative Live Free and … that invitation to pause and make a wish or dream about possibilities that can happen here in New Hampshire – hiking, skiing, relaxing, fishing, zip-lining and even starting a business.
The travel and tourism division will launch its summer marketing campaign on May 8, with print, online and television advertising in Boston and New York.
It’s a sunny Monday afternoon … a good time to Live Free and … (fill in the blank).
In front of hundreds of people on the front lines of all the reasons people come here to visit the Granite State, they unveiled their new campaign.
Live Free and …
As Lori Harnois explains in the video, these three words invite visitors to fill in that last word. It’s indeed an invitation to be adventurous, follow a passion or just be. It invokes part of our state motto, a source of pride to us, and with this campaign, we invite our visitors to share all the things we love about New Hampshire.
Tourism is a $4 billion industry here — our second largest — and employs over 64,000 people. For every dollar spent to encourage visitors, more than $9 comes back. Beyond all the activities and the beauty, the intangible visitors find here – the sense of place and the spirit – that’s priceless.
Being that it’s Friday and it’s time to switch gears, finish this sentence:
As Labor Day weekend marks the unofficial end of summer and the beginning of Fall, New Hampshire businesses and attractions are looking forward to hosting visitors for the long Labor Day holiday weekend.
“New Hampshire is a popular destination on Labor Day weekend, being our second busiest holiday weekend, following July 4th,” said Lori Harnois, Director of the Division of Travel and Tourism Development (DTTD). “For many, it will be the last weekend to go swimming and boating for the year, and we expect that many visitors will head to the seacoast to enjoy a day at the ocean, or to the lakes region to enjoy some boating and relaxing on one of our many lakes,”
New Hampshire is also popular with visitors looking to hike and camp. New Hampshire State Parks are all open with the exception of Crawford Notch State Park. In the White Mountain National Forest, Supervisor Tom Wagner is encouraging visitors to plan ahead before heading out into the forest.
“Hikers and campers should visit our website, www.fs.fed.us/r9/white, before heading out to check on the status of trails and campgrounds,” said Wagner.
Families can enjoy the many attractions and events that are located throughout the state , especially those that are taking place this weekend, including the Hopkinton and Lancaster State Fairs.
“As the summer growing season is at its peak, farmer markets and most pick-your-own farms are also open this weekend,” said Harnois. “There are plenty of family activities including attractions and events happening throughout the state this weekend, so check visitnh.gov for a complete listing.”
Find travel tips, lodging properties, attractions, and other information to plan a visit to New Hampshire at visitnh.gov.
The Labor Day Weekend is also the last chance to enter the New Hampshire Dream Vacation Photo Contest. Download a contest sign from www.NHDreamVacation.com and start taking pictures and videos around New Hampshire and enter for your chance at either a $2,500 or $1,000 dream vacation in New Hampshire.
New Hampshire tourism officials announced today that nearly 80 international tour operators and 300 representatives from New England hotels, resorts, attractions and destinations will be arriving over the weekend to attend Discover New England’s 2011 Summit at the Omni Mt. Washington Resort. The summit is projected to have a positive economic impact of $1.2 million on the state.
“Hosting this first class event will bring short and long term benefits to the New Hampshire travel industry, as well as the New England region,” said Lori Harnois, director of the Division of Travel and Tourism Development (DTTD). “With conference rooms, extra meals and spending from close to 400 people, our industry experts project a very positive economic impact to New Hampshire of more than $1.2 million. However, the longer term benefit of increasing our numbers of international travelers to New England is equally important.”
According to Harnois, approximately 1.6 million overseas travelers come to the region each year. This conference is an opportunity to showcase all that New England can offer to international travelers looking to explore and experience a vacation here.
The annual summit rotates among the six New England states, and this is the first time since 2005 that the event has been held in New Hampshire. The conference runs Monday April 4th – Wednesday April 6th.
“Discover New England works to increase visitation into the New England region primarily by working closely with international tour operators and U.S-based receptive operators who either have established itineraries in New England or are looking to introduce new programs,” said Sue Norrington-Davies, managing director of Discover New England. “This is the largest travel conference we’ve hosted in New England, and it will represent an extraordinary opportunity to develop business with tour operators and showcase the region.”
Workshops and one-on-one business meetings with international tour operators and receptive operators will take place throughout the conference, as well as presentations by tourism professionals.
Media interested in attending the conference or looking for more information or interviews can contact Tai Freligh, Communications Manager, DTTD at (603) 271-2343, #2; tai.freligh@dred.state.nh.us.; or Deb Daigle, Media Relations, Montagne Communications, (603) 644-3200 x12; ddaigle@montagnecom.com . The “How to Summit” workshop on Monday, April 4th from 1 – 2 PM is recommended for first time attendees.
“New Hampshire is a popular destination on Labor Day weekend, being our second busiest holiday weekend, following July 4th,” said Lori Harnois, Director of the Division of Travel and Tourism Development (DTTD). “For many, it will be the last weekend to go swimming and boating for the year, and we expect that many visitors will head to the seacoast to enjoy a day at the ocean, or to the lakes region to enjoy some boating and relaxing on one of our many lakes,”
“Hosting this first class event will bring short and long term benefits to the New Hampshire travel industry, as well as the New England region,” said Lori Harnois, director of the Division of Travel and Tourism Development (DTTD). “With conference rooms, extra meals and spending from close to 400 people, our industry experts project a very positive economic impact to New Hampshire of more than $1.2 million. However, the longer term benefit of increasing our numbers of international travelers to New England is equally important.”