Discover Sugar River Region aims to boost local tourism economy

Discover Sugar River Region is a destination management and marketing effort focused on the Sugar River corridor that includes parts of Sullivan County such as Newport, Claremont, Sunapee and Grantham. The group is working to unify promotional strategies, align stakeholders and set measurable objectives for tourism growth with the goal of boosting visitor spending while safeguarding the corridor's natural and cultural assets.

At the center of the effort are regional assets that matter to Sullivan County residents and the local economy. The Sugar River Rail Trail provides year round outdoor access for walkers and cyclists, river and lake recreation draws paddlers and anglers, and nearby access to Mount Sunapee brings seasonal hikers and skiers. Cultural institutions including local opera houses and art galleries are highlighted as ways to lengthen stays and spread visitor dollars into dining, lodging and retail across small towns.

Discover Sugar River Region emphasizes collaboration among towns, chambers of commerce and nonprofit organizations to coordinate events, marketing calendars and infrastructure priorities. The initiative promotes sustainable tourism practices intended to reduce wear on natural areas, manage peak visitation, and ensure that new visitors support rather than strain local services. Organizers say coordination can help smaller municipalities capture a greater share of tourism spending by presenting a unified experience that encourages longer stays and repeat visits.

For local businesses and municipal leaders the expected impacts include increased foot traffic for restaurants and shops, higher occupancy for lodging providers, and expanded audiences for cultural venues. The effort also provides a framework for measuring outcomes, tracking changes in visitation and spending, and adjusting strategies to protect assets that residents value. That analytical approach is designed to help communities weigh the tradeoffs between economic opportunity and conservation.

As the region moves forward, community leaders will need to balance promotional activity with investment in infrastructure and stewardship. For Sullivan County residents the effort offers a path to strengthen the local tax base and support cultural institutions while maintaining the trails, waterways and small town character that define the Sugar River corridor.