Just a few of the hundreds of visitors who posed at the Mt. Washington Valley Chamber’s Selfie Frame to win a chance at a 4th of July Prize Package at the Schouler Park celebration.

Additional photos and video: https://visitmwv.stockpress.co/s/4th2026

NORTH CONWAY, N.H. -- A post-weekend survey of Mt. Washington Valley Chamber of Commerce member businesses found that the Fourth of July weekend, July 3 - 5, 2026, was a positive one for most Valley operators. Eighty percent of respondents said business was at or above expectations for the holiday weekend. Thirty-three percent rated it above expectations and 47 percent said results came in right where they anticipated. Twenty percent said the weekend fell short of what they had hoped for.

Good weather, the holiday falling on a Saturday, and the national significance of the 250th anniversary of American independence were the most commonly cited drivers of strong business. Where results disappointed, heat, economic caution among visitors, and traffic congestion were the most frequent explanations.

"The Fourth of July is one of those weekends that reminds us why people choose Mt. Washington Valley," said Chris Proulx, Executive Director of the Mt. Washington Valley Chamber of Commerce. "This year, with the country celebrating its 250th birthday, our visitors came with a real sense of purpose and our businesses delivered. Eight in ten respondents met or exceeded their expectations for the weekend, with results especially strong in retail. There are some areas to watch; including Canadian visitation and dining, but the Valley's core appeal is holding up well and we remain optimistic about August."

Attractions and Recreation: Mixed Results

The results from attraction and recreation respondents rated the Fourth of July weekend were mixed - some were flat to last year, some exceeded expectations.

Rob Arey, Marketing Director at the Mount Washington Cog Railway, reported that they were overall most even with last year for the 3-day period. He attributed the hot weather to helping drive visitation as people were looking for alternative ways to beat the heat.

Indian Mound Golf Club reported overflow demand, with call volume exceeding what the course could accommodate. "Yes, very happy golfers -- unfortunately we were not able to accommodate the volume of calls," said Jonathan Rivers. "Hopefully the rest of the golf courses in the Valley were full as well." Rivers rated his summer outlook at the top of the scale, the most optimistic single response in the survey.

Saco River Tubing Center and Beach Camping Area also came in above expectations, driven by good weather and strong advance bookings. The business noted high demand for weekend dates throughout the season and reported that last-minute calls continue to fill remaining availability.

Retail: Families, Younger Visitors, and a Multigenerational Mix

Retail was one of the stronger sectors this Fourth of July weekend. Two of four retail respondents rated business above expectations and two rated it at expectations. No retail respondent came in below expectations.

Settlers Green reported strong traffic and sales on both Friday and Sunday, with large multigenerational family groups as the dominant visitor pattern. "July 4 weekend drove in large groups of generations of family members shopping together," said Laura Lemieux. She added that managers across the property noticed an increase in Canadian shoppers over recent weeks, along with some European visitors touring New England during World Cup travel. "Boston visits remain dominant, as typical." Lemieux rated her summer outlook above last year.

Beggars Pouch Leather rated the weekend above expectations and described a noticeably younger visitor mix. "We are seeing a generally younger crowd, couples with young families, young adults who always came in the past with their parents," said Rene Bajger. She pointed to the 250th anniversary as a draw and noted the business's nearly 50-year run as a connection point for returning visitors. "People love that we are still here after almost 50 years. They love our quaint village and often reminisce about how the valley was back when."

RavenWood Curio Shoppe rated the weekend at expectations, reporting Friday and Saturday as very good and Sunday as solid. Owner Debbie Siebert noted a geographic shift in her customer base. "We are getting a lot more New England folks, less from other countries and some from other states, some doing road trips and folks coming to weddings." Siebert also observed that restaurants not being open seven days a week came up as a visitor complaint. First Water Frames also rated the weekend above expectations, citing the Friday-based long weekend as a natural business driver and noting more Lakes Region second-home owners in the mix.

Lodging: A Split Picture; Occupancy Held but Revenue Softened

Lodging results were mixed. Of four lodging respondents, one rated the weekend above expectations, two rated it at expectations, and one rated it below. The recurring pattern was strong room night volume paired with softer revenue per stay.

Eagle Mountain House rated the weekend above expectations, citing the Saturday holiday as a key factor and reporting a surge in reservations leading up to the holiday weekend. Bretton Woods Vacations reported that its 2026 Fourth of July weekend nearly matched 2025 in occupancy and booking volume. "Rental revenue was down approximately 7%, reflecting a softer average revenue per stay rather than reduced demand," said President and Owner Alex Foti. He cited the economic climate and high temperatures as factors that may have discouraged last-minute bookings. Bretton Woods Vacations rated its summer outlook above last year.

Heat was cited by multiple respondents across sectors as a friction point. Extreme temperatures during parts of the weekend appeared to reduce enthusiasm for outdoor activities and may have affected some last-minute travel decisions.

Dining: Weekend Results Were Split; Late-Night Traffic a Bright Spot

Dining was the most varied sector in this survey. Of four dining respondents, two rated the weekend at expectations and two rated it below. No dining operator reported a weekend above expectations.

The Valley Originals rated the weekend at expectations, citing repeat families as the main trend and pointing to good weather and the Saturday holiday as the primary drivers. The MET also came in at expectations but noted that economic and political uncertainty weighed on the weekend, while receiving many positive comments from guests about the North Conway experience.

Two dining respondents rated the weekend below expectations. One cited the economy and heat as possible factors, noting that the week leading up to the holiday was slow. That same business reported an unexpected bright spot: evening business from July 4th fireworks crowds, with sales between 7 and 10 p.m. breaking records for that time slot. The business also noted an unusual number of Russian visitors, describing them as traveling in large groups and very friendly. The other below-expectations dining respondent pointed to heat, traffic congestion heading north, and the perception among some visitors that lodging prices in the Valley were high.

Gas Prices: Still a Concern

Gas prices emerge as a more significant factor.  Sixty-seven percent of respondents said gas prices had or possibly had an impact on Fourth of July weekend business. Twenty-seven percent said yes and 40 percent said possibly. Thirty-three percent reported no gas price effect.

This is roughly in line with the Chamber's Memorial Day survey, in which 68 percent of respondents cited gas prices as a real or possible factor. Among those who flagged gas as a concern, the effect was most often described in terms of visitor spending caution rather than a deterrent to travel itself. One dining respondent noted that visitors specifically mentioned gas prices and lodging costs as reasons for lighter-than-expected tourism traffic on the holiday.

Saco River Tubing Center and Beach Camping Area offered a counterpoint, observing that high gas prices may actually benefit the Valley by keeping regional visitors closer to home rather than driving to more distant destinations. The Cog’s Arey stated that they might have had stronger results if gas was more affordable. 

Canadian Visitation: Soft and Getting Softer

Canadian visitor levels this Fourth of July weekend were the most concerning data point in the survey. Among the respondents who reported on Canadian traffic, 54 percent said Canadian visitation was below last year, 38 percent said it was on par with last year, and just 8 percent said it was above last year.  

The clearest positive signal came from Settlers Green, which reported Canadian traffic well above last year and specifically noted an uptick over the weeks leading into the holiday.  Arey added, “Canadians have picked up a little over last year, and they are younger-aged Canadians.”

Several other respondents, however, rated Canadian visitation at 1 or 2 out of 5, well below prior year levels. RavenWood Curio Shoppe noted broadly that visitors from outside the country are less common this year compared to prior seasons.

The pattern suggests that whatever Canadian recovery may be underway is concentrated in certain retail and outlet environments rather than across the Valley broadly.

Rest of Summer Outlook: Still Bullish

The summer outlook is more tempered. Forty-seven percent of respondents rated their summer outlook above last year and 47 percent expected a summer on par with 2025. Seven percent anticipated a summer below last year. 

Attractions and retail operators were generally more bullish, while dining and lodging expressed steadier expectations closer to last year's pace.

Advance bookings, strong weekend demand, and the Valley's appeal to repeat regional visitors were the most commonly cited reasons for confidence heading into August. Foti of Bretton Woods Vacations noted that some guests have already re-booked for next year, a sign of lasting destination loyalty even in a challenging economic environment.