Fall foliage has drawn an influx of tourists to the Granite State in recent weeks, WMUR reported. With more visitors comes more revenue for local businesses. New Hampshire Travel and Tourism projected $1.8 billion in additional tourist spending this season — and Hanover business owners have felt the effects.
While peak foliage in the Upper Valley lasted from Oct. 5 to Oct. 15, some business owners said they usually feel the boost throughout the fall. Lou’s Restaurant and Bakery owner Jarett Berke Tu ’17 said the restaurant’s profit peaks during the fall but drops by 30 to 40% after the tourism season ends.
“From December to March it’s really a lot slower,” he said.
Records, Posters and Memorabilia New Hampshire owner Bryan Smith said tourism in Hanover has increased steadily over the past few years, citing warmer weather in the fall. He added that he believes the Upper Valley Business Alliance has “done a great job” with getting bus tours to stop in Hanover, thus increasing business.
“We’ve had unusually nice weather this fall — [in] September and October — and for it to be 70 [degrees] this far into October, that definitely brings people out,” Smith said.
The end to COVID-19 travel restrictions also has impacted tourism levels. According to WMUR, the state has seen a “huge surge” in visitors since the pandemic. This is part of a steady return to pre-pandemic tourism levels.
Several Hanover businesses change their displays and offerings to attract foliage season tourists. Still North Books and Bar, for example, swaps out the books on their shelves to prioritize “hiking and outdoors-related books” during the fall, according to bookstore manager H Rooker.
“You’ll notice our displays change pretty dramatically,” they said. “…We pay pretty close attention to what’s going on seasonally and tourism-wise, and that affects what we’ve got on the shelves.”
Lou’s, meanwhile, has introduced a special, German-themed menu to capitalize on the fall business.
“We have wiener schnitzel, an Oktoberfest platter with bratwurst,” Berke said. “It’s good for us because these items are a bit higher priced so we can sell higher margin items,” Berke said.
Records, Posters and Memorabilia displays decorations for Dartmouth football home games — which happen during the fall — to attract visiting alumni to the business, according to Smith.
“For home football games, I always light up the store in green,” he said. “It sounds funny, but I’ve tried weekends with and without [decorating the store] and [the decorations do] bring in more people, more alumni.”
Some tourists come to the Upper Valley just to see the foliage. Martha Barnett, 25, said she traveled to Hanover from London to see the leaves and hike Gile Mountain.
“I’ve been living in London where the autumn season is really quick, and the leaves fall after just a few days of being beautiful colors,” Barnett said. “It’s always special for me to be in a place where that doesn’t happen, and it just feels like a bit of a magical moment lost in time.”
Dartmouth students also take advantage of the “cozy autumn” to get outside, according to Eden Gray ’28. She said the fall “ambiance” motivated her and her friends to visit the Norwich Farmers Market in October. The scenery also encouraged Gray to get involved with the Dartmouth Outing Club by hiking Gile Mountain, she added.
“As the leaves have been turning, hiking this time of year is perfect because it’s not too hot, not too cold and there are great sights,” Gray said. “It’s such a great experience also and just a great way to get out, be with people and connect with the outdoors.”
New Hampshire Travel and Tourism did not respond to multiple requests for comment on foliage tourism this year.
