Communities ringing Lake Winnipesaukee are bracing for what tourism officials predict will be a record summer season, with early booking data showing vacation rental reservations running 22 percent ahead of last year’s already strong numbers.
The Lakes Region, centered around the state’s largest lake, has long been one of New England’s premier summer destinations, drawing visitors with its clear waters, island-dotted shoreline, and small-town charm. But the post-pandemic surge in domestic travel has pushed visitor numbers to levels that are testing the region’s infrastructure and patience.
“We love our visitors — they’re the lifeblood of our economy — but the growth is creating real challenges,” said Laconia city manager Scott Myers. “Traffic, parking, lake congestion, and housing are all issues we’re working to address.”
To manage the expected crowds, several communities are implementing new measures. Wolfeboro, which bills itself as “The Oldest Summer Resort in America,” is expanding its municipal parking lot and adding a seasonal trolley service to reduce downtown congestion. Meredith is adding dock attendants at its public boat launches to improve safety and reduce wait times.
The M/S Mount Washington, the iconic cruise ship that has plied the lake since 1872, has added additional daily departures and opened reservations earlier than usual. General manager Jim Morash said advance bookings suggest a “very, very strong” season.
Vacation rental platforms report that lakefront properties are already fully booked for July, with average nightly rates climbing 12 percent over last summer. The shortage of available rentals has become a concern for seasonal workers who depend on affordable housing during the tourism months.
“We need our seasonal workforce — the restaurant servers, the boat crew, the retail staff — but they can’t afford to live here in the summer,” said Meredith selectman Jeanie Forrester. “We’re working on solutions, but it’s a real tension.”
Despite the growing pains, regional leaders say the economic impact of tourism is irreplaceable. The Lakes Region Tourism Association estimates that summer visitors generate more than $600 million in spending annually, supporting thousands of year-round and seasonal jobs.
