The Lakes Region of New Hampshire has shattered all previous winter tourism revenue records this season, with preliminary data from the state Division of Travel and Tourism Development showing a remarkable 28 percent increase in overall visitor spending compared to the same period last year. The outstanding performance has been fueled by a fortunate combination of exceptional natural snowfall totals, significantly expanded resort offerings and amenities, and the region’s growing national reputation as one of New England’s premier and most accessible winter vacation destinations.
Industry officials attribute much of the record-breaking success to the convergence of reliable and abundant natural snowfall with strategic multimillion-dollar investments by area ski resorts in state-of-the-art snowmaking capabilities and comprehensive facilities upgrades. Gunstock Mountain Resort, the region’s anchor winter attraction and a Belknap County-owned facility, reported skier visits up an impressive 33 percent through the end of January, with season pass sales reaching an all-time high well before the traditional holiday booking period even began.
Tom Day, General Manager of Gunstock, credited the resort’s recent $5 million investment in thoroughly modernized snowmaking equipment, expanded terrain, and extensive lodge renovations with successfully attracting both enthusiastic new visitors discovering the mountain for the first time and satisfied returning guests who appreciate the dramatically improved experience. He noted that the resort’s enhanced ability to open a wide variety of terrain significantly earlier in the season and maintain consistently excellent conditions through variable January and February weather has been a substantial competitive advantage in the increasingly crowded and competitive New England ski market.
The positive economic ripple effects extend well beyond the ski slopes themselves, with hotels, bed-and-breakfast establishments, restaurants, retail shops, and outdoor activity providers throughout the broader Lakes Region reporting uniformly strong bookings and meaningfully increased revenue across all metrics this winter season. The Laconia-Lakes Region Chamber of Commerce estimates that winter tourism directly and indirectly supports approximately 3,500 jobs in the immediate area, with additional significant employment generated in supporting industries including transportation, food service, equipment rental, and real estate management.
Amy Landers, executive director of the Lakes Region Tourism Association, highlighted the region’s considerable success in strategically marketing itself as a comprehensive and diverse winter destination rather than solely a downhill skiing location. Creative programming that includes popular ice fishing tournaments on frozen Lake Winnipesaukee, hundreds of miles of groomed snowmobile trail networks, guided winter hiking and snowshoeing opportunities in the surrounding mountains, and a rich calendar of cultural events at venues throughout the region has meaningfully broadened the visitor base to include non-skiers, families with young children, and couples seeking diverse and memorable winter experiences.
Short-term rental platforms including Airbnb and VRBO have also played a significant role in accommodating the substantially increased visitor volume this season, with property management companies reporting near-complete occupancy during peak weekends and holiday periods throughout December, January, and February. This growing trend has generated both welcome economic benefits for property owners and important community discussion, as some permanent residents in popular lakeside and mountain towns express legitimate concerns about the cumulative impact of vacation rentals on year-round housing availability, neighborhood character, and local community cohesion.
State officials have taken positive notice of the region’s exceptional performance, with Governor Sununu visiting Gunstock in early February to personally announce a $1.2 million state grant specifically designated for winter trail maintenance improvements and targeted marketing initiatives designed to sustain the strong momentum into future seasons and expand shoulder-season visitation. Tourism Director Lori Harnois emphasized that New Hampshire’s winter tourism sector is a critically important economic driver for rural communities throughout the state, generating substantial tax revenue that directly supports local schools, road infrastructure, and essential municipal services.
Looking ahead, tourism leaders are cautiously optimistic about maintaining the strong positive trajectory in coming years, while openly acknowledging that increasing climate variability presents a genuine ongoing challenge for winter-dependent businesses and communities across northern New England. Several area resorts have already announced ambitious plans for expanded summer and fall programming, including mountain biking trail networks, aerial adventure courses, and harvest festivals, designed to meaningfully diversify their revenue streams and reduce potentially risky dependence on winter weather conditions. Visitors planning trips to the Lakes Region can find comprehensive information about current conditions, upcoming events, lodging options, and dining recommendations at lakesregion.org and through the state’s official tourism website at visitnh.gov.
