About the White Mountains Attractions Association
Since 1958, the White Mountains Attractions Association (WMAA) has proudly served as the destination marketing organization for New Hampshire’s White Mountains region. Representing 17 world-class attractions and more than 300 tourism-related businesses, we work to showcase the natural beauty, outdoor adventures, and unforgettable experiences that make the White Mountains one of New England’s premier travel destinations.
Our mission is to connect visitors with the people, places, and activities that define the region, from iconic attractions and scenic byways to lodging, dining, shopping, and events. Through collaborative marketing, strategic partnerships, and a commitment to excellence, we help sustain a vibrant tourism economy that supports local communities while welcoming millions of guests each year.
Whether you’re planning your first trip or returning for another season of memories, the White Mountains Attractions Association is here to inspire, guide, and ensure your visit is nothing short of extraordinary.
OUR MISSION
We are an economic driver. We inspire people to responsibly visit the White Mountains through collaborative promotion.
OUR VISION
The White Mountains. Where all are welcome to come, play, and be inspired to stay.
OUR VALUES
We Welcome: From our mountain tops to main streets, we invite, accept, and value everyone.
We Explore: We honor the paths that brought us here and also seek new peaks.
We Collaborate: We build and strengthen our roots together while appreciating the uniqueness of each branch.
We Respect: We champion and cherish our remarkable characteristics, communities, and guests.
We Love Fun: Our legendary Attractions, natural wonders, and local businesses provide lasting enjoyment for all who wish to play.
We are Natural: It is in our nature to care for our beautiful resource, blaze new trails, and share the adventures we’ve discovered.
MEET THE TEAM
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Charyl Reardon, President |
Kate Wetherell, Operations Manager |
Colleen Eliason, Communications & Sales |
Caitlin Farrar, Marketing Coordinator |
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Diane Ryea, Visitor Services Supervisor |
Ashley Leclerc, Lost River Operations Manager |
Stephen Tombarelli, Distribution Supervisor |
White Mountains Attractions Foundation
The White Mountains Attractions Foundation exists to award scholarships to deserving graduating seniors from high schools in the White Mountains region of New Hampshire, in pursuit of educational advancement in the state of New Hampshire and who have been working at an Attraction and/or in the Tourism industry.