‍Mount Washington Valley Businesses Report Strong Fall Foliage Season and Solid Columbus Day/Indigenous Peoples’  Weekend
Survey shows steady visitation, shorter stays, and evolving travel behavior heading into winter‍

North Conway, NH – The Mount Washington Valley Chamber of Commerce’s Fall 2025 business survey indicates that most Valley businesses enjoyed a strong Columbus Day/Indigenous Peoples’ Weekend and a successful foliage season overall, buoyed by exceptional weather and fall colors that stretched into mid-October.

Nearly nine in ten businesses (87%) rated the Columbus Day Weekend as good or better for business, with 40% describing it as above expectations and 47% calling it steady and on par with prior years. Only 13% reported results below expectations. Many cited clear skies, comfortable temperatures, and peak foliage conditions as key drivers of success.

For the September–October period as a whole, 57% of respondents said business was good or great, while 43% reported that the season fell below expectations. The results suggest a solid but varied fall, with many lodging, attraction, and dining businesses reporting strong performance and others noting softer visitation early in the season.

“This holiday weekend once again marked one of the busiest periods of our season, with trains sold out from Friday through early Monday,” said Rob Arey, Marketing Director at the Mount Washington Cog Railway. “While Monday’s summit operations were impacted by wet, freezing, and windy conditions, overall attendance remained exceptionally strong. With 30 additional bus groups scheduled between now and the transition to mid-mountain service at Waumbek Station, we anticipate maintaining near-capacity operations through the end of the summit season.”

“With beautiful fall weather and the addition of Nostalgia Night on Saturday, Story Land and Living Shores Aquarium both exceeded attendance expectations for the holiday weekend,” shared Allison Fichera, marketing director at Story Land. 

“We have definitely seen a trend towards earlier bookings, buckling a trend we had seen in recent months of more last-minute bookings,” said Alex Foti, President of Bretton Woods Vacations. “This means we were sold out faster than in the past, but the trend seems to be continuing into the future, with more advanced bookings for the winter than usual.”

“We saw a big increase in dinner guests, but lunches were slower than last fall,” said Bill Frittenburg of Black Cap Grille. “A lot of guests over the weekend were happy to be able to make a reservation to cut down on their wait times.”

Drought Conditions and Seasonal Impact

Several respondents referenced drought as an influencing factor this fall. While it did not appear to significantly deter visitation, it did affect both the timing of peak foliage and some outdoor recreation activities. Businesses observed that dry conditions delayed peak color and reduced river water levels for kayaking, but many agreed that the season’s clear skies and mild temperatures helped sustain visitor demand well into October.

Visitor Challenges

Traffic, congestion, and parking were cited most frequently, mentioned by about 40% of respondents. Public restrooms and midweek restaurant availability were each noted by about 20%, while a few mentioned crowded hiking trails.  

Visitor Trends and Travel Behavior

Overall visitation to the Mount Washington Valley this fall rose by an estimated 13% compared to last year, supported by strong regional drive-market and day-trip traffic. However, visitor composition shifted noticeably:

• Canadian visitation fell roughly 40–45%.
  
  
• International visitors (outside Canada) declined about 20%.
  
  
• Average length of stay decreased approximately 15%, with more guests choosing one- and two-night getaways.
  
  
• Advance reservations were down about 10%, showing continued preference for late or last-minute bookings.
  
  

Together, these findings point to a healthy but shifting travel dynamic as visitors favor shorter, more flexible trips while maintaining strong interest in the Valley’s outdoor and scenic attractions.

Late Fall/Winter Outlook

Looking ahead, businesses expressed a steady but cautious outlook for late fall and winter. About 45% said they expect business to remain similar to or stronger than last year, while the remainder anticipate a slightly slower season. The responses suggest cautious optimism balanced by awareness of broader economic pressures.

“The fall season reinforced just how resilient and adaptable our Valley’s businesses are,” said Chris Proulx, Executive Director of the Mt. Washington Valley Chamber of Commerce. “Perfect weather and a reputation for spectacular foliage helped deliver strong visitation through October, but we’re also seeing new travel behaviors—shorter stays, later bookings, and a heavier reliance on drive-market visitors. Even with reduced Canadian travel and the challenges of a dry fall, our members reported a solid season overall and encouraging signs heading into winter. It’s clear that travelers continue to see the Mount Washington Valley as a welcoming, year-round destination.”

About the Survey

The Mount Washington Valley Chamber of Commerce Fall 2025 Business Survey was distributed to all Chamber members representing a broad cross-section of the region’s tourism economy. Participants included lodging (40%), attraction and recreation businesses (27%), retail (13%), dining (13%), and real estate (7%). The survey provides a snapshot of business conditions, visitor trends, and economic sentiment from across the Valley’s core tourism sectors.

For more information about Mt. Washington Valley, visit them online at www.visitMWV.com

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