Recently, I had the pleasure of talking with Lori Harnois. As the director of the New Hampshire Division of Travel & Tourism Development (DTTD), Lori is the face of the state’s industry. While one may be tempted to say she is the “queen” of NH tourism, Lori’s positive, forthcoming demeanor should dispel that compulsion. I asked her to respond to several questions. Her responses spoke volumes about both the tourism industry and the woman herself.Like so many others whose initial exposure to tourism was as a visitor–a patron of accommodations and attractions–Lori was introduced to the joy of vacationing by her grandfather, who took her on camping trips throughout the region. By the time she had traded her toys for boys (homage to Frankie Avalon), Lori realized that there was a strong connection between family and traveling for pleasure. It was during her first job in tourism, at Bear Brook (NH) State Park, that she realized the important role customer service played in sustaining the positive attitudes people crave within a vacation setting. Helping people smile and have fun became her opiate; Lori Harnois was hooked on tourism.
Years later, while completing her internship at the state tourism division office, Lori was fortunate to be hired full-time. Her versatility allowed Lori to perform nearly every function in that small unit, ultimately leading to her appointment as DTTD’s director several years ago. Lori feels she has been fortunate to rise so rapidly through the ranks, and has used that pulpit to tirelessly spread the word about her adopted state. As director, she has traveled over much of the world telling people about the wonderful place in which she resides. When asked about the state’s success in attracting visitors, Lori is quick to point out the diversity of attractions (natural and cultural) situated within a day’s drive of markets. Another key factor is the quality of people who service the public: “New Hampshire tourism is a small industry, comprised of happy, good people who work well together.”
Lori takes her role seriously, realizing very well that she and her team will have an impact on how the state is shaped for and by tourism. Among on-going efforts are shaping and promoting a new brand for New Hampshire, expanding the use of television to promote the state in certain markets (including New Hampshire itself), a pair of new welcome centers rising along either side of Interstate 93, and fostering partnerships with the region’s leading airport, the agriculture industry, the motor speedway, and campground owners, among numerous others.
Looking toward the future, DTTD is gearing up to take advantage of new international tourism markets (China, Turkey, Brazil) while solidifying relations with traditional ones (Canada, Great Britain, France, Germany). Being state director necessitates an on-going learning curve, as she is exposed to operations management on the fly, while keeping up with changes in electronic/social marketing.
Oh yes, in her spare time, Lori helps to prepare the next generation of travel and tourism leaders in her role as an adjunct professor in the Tourism Management and Policy program at Plymouth State University.