Memorial Day Weekend Business Survey Offers Mixed Insights for Mt. Washington Valley, NH

North Conway, NH – As the summer season kicks off in Mt. Washington Valley, the Mt. Washington Valley Chamber of Commerce conducted a post-Memorial Day Weekend business survey of local Chamber members to assess performance over the traditionally busy holiday. With 22 businesses responding across lodging, dining, retail, attractions, and services, the results reflect cautious optimism, shifting visitor dynamics, and the persistent impact of unpredictable weather on tourism-dependent communities.

Key Findings:

• 68% stated business was “good, what we expected” to “great, above expectations.”
• Only 9% of respondents reported business was below expectations
  
• 22.7% said business was fair and hoped for more
• Weather was cited by nearly every business as the primary influencing factor
  
• Positive feedback about the Valley was widespread despite a slow start to the weekend.

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Photo Caption: North Conway Village looking towards Mt. Washington, as seen over Memorial Day Weekend. Snowfall a few days prior left the rockpile coated with snow. Shot on May 27, 2025.

Photo Credit: Chris Proulx

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Weather Takes Center Stage - Again

In true New England fashion, Memorial Day Weekend weather played a defining role. Persistent rain on Friday and Saturday discouraged early weekend traffic, but clearing skies on Sunday and Monday helped salvage business for some. “We thought it would be a washout,” Trails End Ice Cream noted, “but with the sun and the pent-up demand, we had a great weekend — lower than last year, but we’re happy.” 

Others saw a measurable dip in visitor traffic. “While Memorial Day is traditionally not a major holiday from an occupancy perspective, we did see a 14% increase in occupancy in spite of the unfavorable weather,” shared Alex Foti, President of Bretton Woods Vacations, noting the importance of consistent marketing and year-round promotions that highlight springtime’s unique appeal - like roaring waterfalls and quieter trails.

The 10”+ inches of snowfall received on the Summit of Mt. Washington on the Friday of the holiday weekend also posed an issue for operations for the Cog Railway and Mount Washington Auto Road.

Visitors Are Changing - And Booking Late

The survey revealed subtle shifts in visitor behavior. Several respondents noted fewer Canadian and European tourists this year, while a few identified “last-minute bookings” and “longer stays” as emerging trends. The rise of outdoor enthusiasts like fly anglers was also mentioned, though high river waters thwarted many anglers’ plans, as reported by Steve Angers of North Country Angler.

Businesses also remarked on a higher-than-usual number of first-time visitors, providing an opportunity for the Chamber and its members to convert newcomers into repeat guests through memorable experiences and strategic follow-up.

Positivity Remains High - But So Do Challenges

Even with lower-than-expected business levels, sentiment about Mt. Washington Valley remains strong. 48% project that business will be the same or better than last summer. Survey responses were filled with praise for the area’s beauty, amenities, and small-town charm. “Lots of love for the MWV,” one retailer said. Another shared, “We received comments from guests who were surprised by how much there is to do.”

But the long-standing staffing challenges also resurfaced. Survey answers included comments on workforce availability, especially in service sectors where seasonal staffing is essential.

A Cautious Summer Outlook

Looking ahead to the rest of summer, most businesses are cautiously optimistic. About 73% of respondents expect business to be the same or better than last year, while 23% are unsure or less optimistic. That tempered outlook is likely influenced by several factors: economic uncertainty, lingering staffing shortages, and last-minute booking behaviors.

The Chamber will continue its efforts to support local businesses through promotional campaigns, visitor services, and strategic partnerships aimed at driving demand, particularly during early and late shoulder seasons.

What This Means for the Region

While Memorial Day Weekend didn’t break records, it reaffirmed Mt. Washington Valley’s core strengths: loyal guests, natural beauty, and a diverse business community committed to hospitality and resilience.  

“We’re grateful to our member businesses for sharing their feedback,” said Chris Proulx, Executive Director of the Mt. Washington Valley Chamber. “It’s vital that we understand not just the numbers, but the stories behind them—so we can adjust and support accordingly.”

About the Mt. Washington Valley Chamber of Commerce

The Mt. Washington Valley Chamber of Commerce is dedicated to promoting business growth, tourism, and economic development throughout the region. With a diverse membership of local businesses, the Chamber plays a pivotal role in shaping and supporting the Valley's year-round visitor economy.

For more information or to become a Chamber member, go to www.VisitMWV.com.

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