By PAULA TRACY, InDepthNH.org

BOSCAWEN – New Hampshire is expected to see about 4.8 million summer visitors, similar to last summer, despite high gas prices, inflation and a reduction in visitors from Canada, according to state officials.

Ahead of this Memorial Day Weekend, the unofficial start to the summer season, nationwide the travel industry has been resilient and spending is up 3 percent from this time last year, said Michelle Cruz, director of the state division of travel and tourism development.

Together with Gov. Kelly Ayotte, Assistant Commissioner of Agriculture Josh Marshall and farmer Jim Richardson, Cruz highlighted a 2026 campaign which focuses on the state’s natural beauty, experiences and a statewide Ice Cream Trail which has 69 stops.

The governor said she hopes to hit all stops this summer, including Richardson Farm here.

Nationally “we are looking at inflation concerns, high gas prices, global instability and decline in travel for vacation particularly from Canada,” Ayotte said.

Cruz said she is optimistic and using an emotional component to get people to choose the 603 in a “Live Free” campaign.

Billboards are up now in cities across the Northeast including outside the New England Aquarium in Boston, the Boston theater district and locations in Providence, Connecticut, Philadelphia and Florida, she said.

They are targeting family visits and demographics including the empty nesters and baby boomers “that have consistently delivered strong results,” Cruz said.

The kick off to the summer tourism season was held at Richardson Farm at 170 Water Street in Boscawen where Jim Richardson was mixing up homemade ice cream using local products including mixing a rhubarb compote together to mix with cream the farm gets from nearby Contoocook Creamery and uses maple and blackberries from other region farms.

He said 14 years ago he agreed to sign his rather remote location on a country road on the New Hampshire Ice Cream tour after being approached by the NH Dairy Promotion and has seen business grow and spread over a much larger region, thanks to word of mouth, social media and media itself.

What was once mostly a local draw has found him hearing from people who have flown to New Hampshire to sample his ice cream – offered in flights as well as cones – and others traveling the state to check off their list on the ice cream trail.

Gov. Ayotte, expressed optimism as well for a sweet summer season and noted nothing tastes better on a hot summer day in New Hampshire than a cooling ice cream.
To see the list of farms and ice cream stands on the list visit https://www.visitnh.gov/things-to-do/food-drink/ice-cream-trail