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North Conway, NH – Mount Washington Valley businesses reported a strong Martin Luther King Jr. Weekend 2026, according to a post-holiday survey of local businesses.  Based on a business survey sent to Mt. Washington Valley Chamber members, 76% of respondents scored business levels between 8–10 on a scale of 1-10,  and nearly half (47%) rated the weekend between 9–10 — signaling broad strength across the region during one of winter’s busiest travel periods.

“MLK Weekend is one of the most important winter travel periods for our local economy, and this year’s survey reflects a strong weekend across the Mount Washington Valley,” said Chris Proulx, Executive Director of the Mt. Washington Valley Chamber of Commerce. “Businesses consistently pointed to winter conditions, the seasonal atmosphere, and the variety of experiences here—from outdoor recreation to dining and shopping — as key drivers. We’re encouraged by the positive outlook for the rest of the season, assuming conditions continue to cooperate.”

Results were especially positive among lodging operators, who reported the strongest performance overall, with an average rating of 8.9 out of 10. Recreation and attraction-based businesses also described a strong holiday period, consistent with peak winter travel demand. Restaurants were more mixed, with results varying by operator, but many still reported solid volume and favorable visitor feedback.

Kate Smith, Director of Sales at the new Hotel Indigo, which just opened last month, shared, “Our visitors enjoyed our restaurant and our location close to skiing. Being a new hotel, we feel that next year will be much better for us.“

Across written comments, respondents most often attributed the weekend’s performance to winter conditions and the seasonal atmosphere, reinforcing MLK Weekend’s role as a cornerstone of the Valley’s winter economy. Visitors frequently praised the destination’s winter feel and scenery, along with the ability to build a full three-day itinerary around a wide range of experiences—from outdoor recreation to shopping and dining. Food and beverage experiences and service were cited repeatedly as visitor positives, and multiple respondents noted the Valley’s family-friendly mix of activities.

Rob Arey, Marketing Director for The Cog Railway, stated, “The weather played a big role.  We were down on Saturday because it snowed all day and guests did not travel.  We were up on Sunday, and on Monday, we had double the number of riders; it was the weather.”

In additional post-weekend reporting outside the survey, Becca Deschenes at Cranmore Mountain described a particularly strong three-day period, noting that “numbers were up across the board,” with Saturday delivering a record revenue day. Cranmore also reported that its Arctic Lights tubing experience remained highly popular, with tubing sold out throughout the weekend, underscoring continued demand for winter experiences that combine outdoor fun with special programming.

Other ski areas such as King Pine reported a “strong and steady performance with skier visits and revenue pacing slightly ahead of last year and historical averages for the holiday period,” as stated by Regional GM Amanda Buswell. Great Glen Trails reported ski lesson business was strong but that it was “not our busiest MLK.”

Another wildcard in the mix was the New England Patriots' game on Sunday of the weekend. GM Killian Frazier at Barley & Salt saw that while business was brisk on Friday and Saturday, “Sunday (was) slower than anticipated. The  Patriots game threw a wrench in business, filling the restaurant, but hardly any turnover for 3 hours.”

Looking ahead, businesses expressed continued confidence for the balance of the winter season. Respondents rated their outlook an average of 7.9 out of 10 with 76% rating between 8–10. The survey indicates most businesses anticipate steady performance if winter weather and snow conditions remain favorable — supporting the Valley’s mix of ski, tubing, recreation, dining, and shopping that draws visitors throughout the season.

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