NH Travel and Tourism director joins national travel board
Lori Harnois, director of the New Hampshire Department of Business and Economic Affairs Division of Travel and Tourism, has been elected to serve a two-year term on the U.S. Travel Association’s board of directors. She talked about the opportunity and the intersection between her work in New Hampshire and the part she plays in national issues.
What is your background in travel and tourism?
This is my second time serving in this role as director of travel and tourism for New Hampshire. I [returned] at the end of February 2020, a month before Covid hit. Before that, I was working for Discover New England, which is a marketing organization that promotes the New England region as a travel destination to the overseas traveler. Before that, I was in this role I’m in now. I feel fortunate that I was able to come back to this role to promote the state that I live in and tell everybody why New Hampshire is a great place to come and visit.
What does your role as director of New Hampshire’s Division of Travel and Tourism entail?
Our department’s role is to promote New Hampshire as a travel destination, both domestically and internationally, for the purposes of increasing business, the business economy and the workforce, all centered around travel and tourism. We head up all the marketing efforts that promote New Hampshire as a travel destination, like the state’s website visitnh.gov and a guidebook on New Hampshire that’s given out to travelers, encouraging them to come here. We’re also responsible for a grant program that provides assistance to chambers of commerce and other destination marketing organizations, such as Ski NH, the White Mountains Attractions Association and the Lakes Region Tourism Association, to help them pay for their marketing efforts. Since the pandemic, we’ve also been helping [the state’s industries] work through workforce issues by encouraging people to consider moving and living … playing or working here, and we’ve been trying to help the tourism industry recover, because it was actually the industry that was hit the hardest as a result of the pandemic.
What is the function of the U.S. Travel Association board of directors?
It’s a fairly large board — at least 125 people, I’d say — with CEOs from a variety of different organizations, such as Expedia and Disney World, as well as [representatives from] states, like myself. … Some of the main issues this national organization has focused on are things like reopening the international borders during the pandemic; workforce … and the importance of international workers; … and trying to help the [tourism] industry recover from the pandemic … by encouraging [a return to] in-person meetings and traveling for business. … The board meets three times a year. … We just had a meeting two weeks ago.
What are some of the issues the board discussed at the last meeting?
Promoting the U.S. as a travel destination to international travelers for the purposes of restarting international travel was a big priority that we were discussing. We talked about the international workforce … and how to speed along the visa-processing time, because there’s quite a lag right now between when someone applies for a visa and when they can actually come here to work. … We talked about how we can change the [public’s] perception of jobs within the tourism sector and [show that] there are good-paying jobs, not just low-paying jobs, and that there are opportunities to grow and climb the ladder quickly. We talked about updating and maintaining our country’s infrastructure, like our roads and our airports, to increase travel mobility; how technology plays a role in that; and how we can do it in the right manner to [meet] the need for sustainability.
How does being on the national board inform your work in New Hampshire?
There are a lot of things on the national scale that we look at and think about how we can mimic those efforts at a state level in New Hampshire. … There were also breakout sessions for state tourism directors like myself, where we were able to talk about what we do, what’s been working for us and how we can potentially take some of those ideas and implement them in our own states.
How does representation from New Hampshire inform the national board’s work?
Being part of the U.S. Travel Association board of directors allows New Hampshire to have a voice on a national level … and express our concerns on certain issues. … I can take stories from the companies here in New Hampshire and share those with people in the U.S. Travel Association, who can then communicate to Capitol Hill what is going on in the states and what issues need to be addressed … with some type of policy change. That’s how New Hampshire has a direct impact [on a national level].
Featured photo: Lori Harnois