Industry Leaders Warn that a 30% Reduction in Marketing Funds Could Result in a $68 Million Loss
in Tax Revenue and Weaken Economic Growth
CONCORD – The tourism industry is a critical sector of New Hampshire’s economy, employing over 70,000 individuals and generating more than $327 million annually in tax revenue through the Meals & Rentals Tax. Consequently, the organizations listed below are deeply concerned about the proposed budget cut for the Division of Travel & Tourism Development (DTTD).
The funds allocated for tourism marketing are vital for promoting New Hampshire to potential visitors and showcasing the state’s unique offerings, numerous attractions and ski resorts, outdoor recreation, tax-free shopping, locally crafted beer, wines and spirits, and diverse dining, lodging, camping, and destination resort options throughout our stunning state.
Tourism marketing not only drives visitor numbers but also plays a crucial role in economic development. Each visitor represents a potential resident or business that may choose to relocate to New Hampshire, benefiting from what we call the “New Hampshire advantage.” This advantage is tangible; we are the only state in New England experiencing population growth.
However, the current proposal raises serious alarms. For over a decade, the State has committed to allocating 3.15% of the Meals & Rentals Tax to this essential marketing initiative, resulting in significant success. Yet, the newly released DTTD budget uses a revised statutory calculation that would impose a staggering 30% reduction in funding. This cut threatens to weaken the tourism sector and state revenues. Based on established returns on investment in tourism marketing, the state may risk losing as much as $68 million in tax revenues. This estimate is derived from state marketing research, which indicates that every dollar spent generates a return of $17.
Despite experiencing wonderful weather this summer and fall, the tourism industry is facing a notable slowdown. While there appears to be a 3% increase in the current Meals & Rentals revenue year-over-year, this is entirely due to businesses raising prices to cover increased operating expenses. Reducing marketing efforts during the next two years would be especially detrimental, as it would hinder our ability to attract visitors and support the State’s economy.
As we enter the early stages of the 2026-2027 budget process—with a new Governor and legislators elected—tourism industry partners are uniting to voice their concerns. We strongly urge state budget writers to maintain funding levels comparable to previous years. The existing formula has proven its effectiveness, yielding benefits for all residents of New Hampshire and ensuring continued economic prosperity for the State.
Sincerely,
Charyl Reardon, President
White Mountains Attractions Association
Jessyca Keeler, President
Ski New Hampshire
Mike Somers, President & CEO
New Hampshire Lodging & Restaurant Association
Amy Landers, Executive Director
Lakes Region Tourism Association
Michael Skelton, President & CEO
Business & Industry Association of New Hampshire
Jeremy Sprince, Executive Director
New Hampshire Campground Owners’ Association
Rebecca Metcalf, Chair
New Hampshire Travel Council
Curtis Picard, CAE, President and CEO
New Hampshire Retail Association
John B. Nyhan, President – Hampton Area Chamber and Chair, NH Association of Chamber of Commerce Executives
Luca Paris, President/CEO
Greater Monadnock Collaborative
Karmen Gifford, President
Lakes Region Chamber of Commerce
Wendy Hunt, President & CEO
Greater Nashua Chamber of Commerce
Matty Leighton, Executive Director
Central New Hampshire Chamber of Commerce
Ashlee Rowley, Executive Director
Lake Sunapee Region Chamber of Commerce
Robert Clark, Board Chair
Mt. Washington Valley Chamber of Commerce
Tyler T. Ray, Director
Granite Outdoor Alliance
Shannon MacMichael, Executive Director
Newport Area Chamber of Commerce
Heather McGrail, President & CEO
Greater Manchester Chamber
Laura Ring, President/CEO
Greater Rochester Chamber of Commerce
Tracy Hutchins, Executive Director
Upper Valley Business Alliance
Kim Pickering, Executive Director
Western White Mountains Chamber of Commerce
Jennifer Wheeler, Executive Director
Exeter Area Chamber of Commerce
Tim Sink, Executive Director
Greater Concord Chamber of Commerce
Ben VanCamp, President
The Chamber Collaborative of Greater Portsmouth
Margaret Joyce, President
Greater Dover Chamber of Commerce
