A year ago, our friends down the hall at the Division of Travel and Tourism Development unveiled the Live Free and … brand. A piece of our state motto and a fill-in-the-blank with a favorite activity, it has been enthusiastically embraced by the tourism industry, which gathered today for the 37th annual Governor’s Conference on Tourism.

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).

Lorna Colquhoun

Communications Director

NH Division of Economic Development