Investigative journalism covering Littleton, New Hampshire.
Investigative journalism covering Littleton, New Hampshire.
Dollars & Sense is Littleton Reporter’s economic spotlight—an investigative feature dedicated to unpacking the policies, market shifts, and fiscal decisions shaping daily life in Littleton. Through data-driven reporting and on-the-ground interviews, Dollars & Sense examines how local economies function, where public dollars flow, and who ultimately benefits—or bears the cost. From tourism trends and housing impacts to public contracts and small business resilience,
Dollars & Sense brings clarity to the financial forces at work behind the headlines. In a town where economic health is often discussed in vague terms, this feature names the numbers, traces the consequences, and invites readers to think critically about the economic future of the North Country.
TRUTH OVER TRADITION begins with financial transparency.
June 9, 2025 9:28 AM EDT / Source: Littleton Reporter
By Staff Writer, Littleton Reporter
LITTLETON, New Hampshire—Last Friday marked the official kickoff of Littleton’s summer season with the return of First Friday—a town-wide celebration aimed at showcasing local shops, food, and art.
One absence was impossible to ignore: Canadians.
In a town that has historically welcomed thousands of visitors from just across the northern border, the near-total disappearance of Quebec license plates is more than anecdotal—it is economic. As the United States faces a sweeping boycott from Canadian travelers in response to escalating political tensions and travel advisories, Littleton finds itself on the front lines of an unspoken fiscal crisis.
A PRE-2025 POWERHOUSE
Before the boycott, Canadian tourism was a pillar of Northern New Hampshire's economy. According to data from the New Hampshire Division of Travel and Tourism Development (DTTD), Canadian visitors consistently represented the single largest international segment of tourists to the Granite State, accounting for more than 70% of all international visits to the North Country prior to 2025.
In particular, Quebec residents made up the bulk of that figure, drawn to Littleton for its Main Street charm, tax-free shopping, dining, proximity to Franconia Notch, and welcoming small-town feel. Estimates from the New Hampshire Grand regional tourism board placed Canadian spending at over $40 million annually in Coös and Grafton Counties combined.
THE BOYCOTT AND ITS ROOTS
The current drop in Canadian travel stems from a growing movement online and in Canadian media outlets urging residents to avoid the United States due to U.S. political instability, gun violence, immigration policies, and the treatment of marginalized groups. The calls for a travel boycott—though not government-mandated—have gained traction on social media platforms, bolstered by high-profile columnists and public safety warnings.
In 2024, Canada updated its travel advisory to the U.S., citing elevated concerns about mass shootings and state-level policies targeting LGBTQ+ individuals. These concerns have translated into direct economic impact for border towns like Littleton, whose industries—from lodging and retail to dining and fuel—depend heavily on steady summer foot traffic from Canadian neighbors.
THE LOCAL TOLL
The impact is not just theoretical. A review of regional economic indicators reveals a troubling pattern:
🟥 Retail sales have plateaued or dipped slightly compared to early projections for 2025.
🟥 Hotel and short-term rental bookings from international sources are down year-over-year.
🟥 Visitor traffic on key routes like I-93 and Route 302 shows a measurable decline in north-to-south travel from Quebec border crossings.
🟥 Early patterns suggest that if the trends seen in June continue into July and August, Littleton businesses may be forced to scale back on staffing and inventory plans.
A BROADER CONVERSATION
While Canadian tourism is only one piece of Littleton’s economic picture, it has long served as a reliable boost during peak seasons. The current absence raises bigger questions about the town’s dependence on cross-border travel—and what strategies might be needed to diversify its visitor base.
Local business owners, economic planners, and tourism advocates now face a delicate balance: acknowledging the reality of declining Canadian travel while continuing to promote Littleton as a welcoming destination for all.
If the boycott continues it could tip several small businesses into the red—especially those already operating on slim margins after the pandemic.
MOVING FORWARD
For now, town officials and tourism partners have yet to publicly address the change in visitor patterns.
With the summer season just beginning, the opportunity remains for Littleton to adapt—and to recognize that in a globalized economy, border politics can reach even the quietest corners of the White Mountains.
© 2025 Littleton Reporter. All rights reserved.
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