Tourism is breaking records in New Hampshire. According to a study prepared by Dean Runyan Associates for the NH Division of Travel and Tourism, visitors spent $2.4 billion in 2023—a significant jump from the pre-pandemic years, including previous tourism booms. Although we may think of these trends impacting our state’s tourism hot spots—the White Mountains, Lakes Region, and Seacoast—the Merrimack Valley Region is seeing significant increases in travel as well. In 2023, we broke records with 8.3 million overnight stays in our region alone. Travelers are looking for the attractions that Greater Concord offers when making plans for a memorable, relaxing vacation.
We have many factors working for us to entice visitors. American Express reported that 68% of travelers in 2023 sought lesser-known destinations. Our location, spaced conveniently between New Hampshire’s busiest attractions, makes us the perfect home base for travelers who want to explore New England. And with the country’s travel prices being significantly higher post-pandemic, visitors are looking for the discounts that New Hampshire can offer. In the Merrimack Valley Region, tourism-related retail sales soar above all other travel income—including food service and hotel accommodations—with $929.3 million spent in 2023. No sales tax, combined with our vibrant downtown shopping scene makes Concord a very attractive destination.
The key to continuing this positive momentum is ensuring that new visitors are learning about our city and the surrounding region. The Greater Concord Chamber of Commerce plans to build up their existing tourism resources to make it easier for potential travelers to choose Concord, NH as their next destination. The Chamber is strategically positioned to fulfill this role, uplifting the local shopping scene, attractions, and restaurants through stories of the impact that visitors can make on the local community. American Express reported in 2023 that 69% of travelers want to spend more on a vacation if it supports the local community, so promoting a mindset of shopping locally, supporting small business owners, and making genuine connections within our communities will attract even more travelers who are looking for an authentic New England experience.
In 2018, the Greater Concord Chamber of Commerce established a separate website (visitconcord-nh.com) to attract tourists to the region. Right now, this site primarily serves as a blog to highlight all that the city of Concord has to offer. The Chamber plans to add a variety of new elements to the site, including pages that link to area hotels, attractions, and restaurants, along with a comprehensive community calendar that locals can submit events to. The goal is to create a one-stop shop for all things recreation-related in Greater Concord. Website visitors will also be able to sign up for seasonal emails that will feature blog content, upcoming events, and photos of the region.
Over 15,000 people already follow this tourism website’s social media channels (facebook.com/visitconcordnh and @visitconcord on Instagram). Another aspect of the Chamber’s strategy to expand regional tourism is to leverage these popular channels by creating video content that highlights the authentic New Hampshire experience that travelers seek. The Chamber is partnering with ConcordTV to create short videos that are specifically designed to catch the attention of viewers on social media. For example, one of these videos features a meal at VIBES Gourmet Burgers, followed by a visit to Red River Theatres to catch a movie. The 90-second video highlights Concord’s walkability, downtown charm, and friendly atmosphere.
The Greater Concord Chamber of Commerce also showcases the Capital Region through eye-catching publications that can be found in local hotels, restaurants, attractions, the Manchester-Boston Regional Airport, and welcome centers throughout the state—including the Chamber’s own Visitor Center at 49 South Main Street. The Map & Guide is a large fold-out map of Concord, with key features marked so that visitors can easily find attractions and navigate the city. It’s widely distributed, with 30,000 copies printed. The Guidebook to Greater Concord is a glossy magazine that the Chamber produces to give travelers and new residents a taste of the welcoming community and beautiful atmosphere that Concord and the surrounding region has to offer. The publication includes lists of festivals and major events, recommendations for booking a long weekend, stunning photos of local cuisine, statistics on local schools, and much more.
The rise in visitors to the Merrimack Valley Region has made a profound positive impact on the area’s small business community. If you take a walk in downtown Concord, you can see how this influence has taken shape—new retail stores have popped up, numerous restaurants have opened on and around Main Street, and several major developments are in the works, including “Arts Alley” that will include The Friendly Toast and a Nashville-inspired restaurant and bar, along with potential renovations to Phenix Hall, bringing another rooftop restaurant and live music venue to our downtown. Over the next few years, Concord is likely to see exciting growth of shops and restaurants, making our city one of New England’s top travel destinations.
Incorporated in 1919, New Hampshire’s state capital chamber of commerce—the Greater Concord Chamber of Commerce—develops economic opportunities, strengthens the business climate, and enhances quality of life in the Capital region. As largest chamber in the state, it is deeply invested in the local community and dedicated to shaping competitive economic development strategy, advocating for policies and projects that benefit the region, and promoting Concord as a culturally vibrant visitor destination. For more information, please visit concordnhchamber.com.
Photo: Street Food 360 is one of Concord’s newest bustling downtown restaurants. Their Korean bibimbap is one of their most popular dishes.