Falling for New England

There’s more to New England than flaming red foliage. That’s the message Discover New England, the tourism body for the six states of New Hampshire, Maine, Connecticut, Vermont, Rhode Island and Massachusetts, wants to get across to the UK.

As part of a campaign to woo more visitors DNE is planning a sales mission to Scotland in October to train operators and agents, as well as fam and press trips, and joint tactical marketing initiatives with operators later in the year.

DNE director Jackie Ennis said: “We want to say ‘yes we’re great for Fall foliage, but there’s so much more’. Boston is a wonderful city break, and it has the shortest flight time to the US from the UK. We have hot summers, beautiful beaches, fantastic shopping, and with the dollar so weak it’s great value for money too.”

American Airlines’ new direct Manchester-Boston flight, running weekly from May 15 to October 31, is performing “extremely well”, according to Ennis, and operators have reported a surge in short breaks. Forward bookings for Boston were 70% up on last year for Thomas Cook Signature, leading the region’s recovery.

US product manager Tom Samuel said: “New England was badly affected after September 11, but it’s now bounced back, led by demand for Boston. It’s not much further than Egypt or Greece so it’s ideal even for a few days.”

A new attraction card, Go Boston, offering admission to over 50 attractions and tours in and around Boston, as well as discounts in shops and restaurants, is prebookable through Seligo and other operators, including Virgin Holidays, and starts at £46 for two days. Longer durations are available.

Operators also report increased sales outside Boston, with New England the fastest growth area in the US for 1st Class Holidays.

Sales manager Jonathan Whiteley said: “Awareness is higher than it was among repeat visitors who may have been to Boston and realised what a varied and beautiful region New England is.

Self-drives are the most popular option – there’s great roads, wide open spaces, interesting stops and pleasant, inn-style accommodation.”

Leading specialist New England Vacations said sales are up 5% overall. Boston is 15% ahead and New Hampshire 20% up, with the intimate country inns, unspoilt countryside and strong cultural links to England part of the appeal, according to managing director Richard Wimms.

In response to rising demand Virgin Holidays has increased its New England product in its 2005 USA and Canada brochure, launched last week. Per night pricing has been introduced to allow more flexibility and two additional escorted tours are included. The new nine-day Grand New England tour visiting Salem, the White Mountains, New Hampshire, Vermont, Rhode Island and Boston, starts at £889 per person next April.

For more information visit discovernewengland.org or call DNE’s brochure line on 01564 794 999. Read on for Travel Weekly’s round up of New England’s best attractions.

Getting active

With wide open landscapes and a beautiful coastline New England lends itself to outdoor activity. Hiking, cycling, sailing, kayaking and whale-watching are easy to arrange locally in the summer and autumn, but in the winter, taking to the slopes is a must.

There’s some great skiing and après-ski to be had in the three northern states – Maine, New Hampshire and Vermont. Best-known resorts are Killington, the largest ski area in the eastern US, boasting six interconnecting mountains and the cosmopolitan resort of Stowe. Both are in Vermont. Virgin Holidays added Loon Mountain in New Hampshire to its ski programme and has seen strong sales.

Sample product: Crystal Holidays sells seven nights’ bed and breakfast at the Inn of Six Mountains in Killington for £646 twin-share, with flights.

Fall foliage tours

New England’s legendary autumn colours, when the foliage across the six states turns from vibrant green to a shocking mass of reds and golds, is reason enough to visit. Sell an escorted tour or organise a self-drive which explores the interior as well as the coast. Clients travel north from Boston, then inland through dense forests to the White and Green Mountain ranges in New Hampshire and Vermont, stopping at picture-perfect villages, before heading into Massachusetts and the Berkshires – one of the state’s prettiest regions.

Sample product: Shearings Holidays has a nine-day New England Foliage Tour visiting Boston, Sturbridge, Bennington, North Conway, Lenox and Stockbridge, from £1,299 in September and October, including flights, accommodation, most meals and coach travel.

City break in Boston

Arguably the US’s most ‘civilised’ city, Boston combines colonial charm with 21st century sophistication, and only a six-hour from the UK, it’s a popular city break.

One of the oldest settlements in the US and the largest city in New England, it not only has plenty of history and grand architecture, but also world-renowned academic and cultural institutions.

Compact, clean and green, it’s a city for walking in – the three-mile Freedom Trail traces its revolutionary past, while the Black Heritage Trail explores its role in black American history. Great restaurants, bars – stop off at Cheers of TV fame – and discount shopping outlets add to the attraction.

Sample product: four nights at the Boston Marriott Copley Place cost £531 per person with 1st Class Holidays, from November 21 to December 15, room-only, including American Airlines flights.

Tax-free shopping

Bargain shopping can be had throughout New England, with designer outlet malls in every state selling top name brands at drastically slashed prices. New Hampshire is a ‘no sales tax’ state, so shoppers save twice, with more than 200 shops in a one-mile stretch in North Conway.

The giant Chelsea Premium Outlets group has centres in Maine, Connecticut and Massachusetts. Best-known is Wrentham Premium Outlets in Massachusetts, 40 minutes outside Boston.

Agents can earn commission pre-selling the Go Boston card which includes a visit to the shopping centre as one of its attractions.

Sample product: the Go Boston card includes a Grayline tour to Wrentham Premium Outlets, with pick-ups at major hotels, and costs £47 for two days with Virgin Holidays. Boston city breaks lead in at £399 twin-share with Virgin, at the Comfort Inn Revere.