‍Photo: Fireworks explode over North Conway Village on July 4, to the delight of thousands of visitors gathered in Schouler Park.

photo credit: Dan Houde/Wiseguy Creative

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Sunny Skies Boost Holiday Weekend: Mt. Washington Valley Businesses Report Steady Fourth of July with Cautious Summer Optimism

North Conway, NH — After months of rainy weekends this spring, the Fourth of July delivered what many had been hoping for: warm, dry, and spectacular summer weather. The much-needed sunshine helped draw visitors back to the Mt. Washington Valley, providing a welcome boost for local businesses over the long holiday weekend. It also provided ideal conditions for North Conway’s 4th of July celebration and fireworks in Schouler Park, attended by thousands.

In a follow-up survey conducted by the Mt. Washington Valley Chamber of Commerce, 81% of responding businesses said their holiday weekend was either “good” or “great.” Most noted business levels were consistent with expectations, while nearly one in five reported exceeding them. Still, a smaller group—just under 19%—said the weekend fell short, with either fair or poor performance.``

One trend that stood out in the feedback was the continued softness in Canadian and international visitation. Nearly half of the respondents indicated they saw fewer Canadian travelers than in previous years. Despite that, the overall outlook for the remainder of the summer remains positive. About two-thirds of businesses surveyed said they expect the rest of the season to be as strong or stronger than last year, with several noting increased demand from younger visitors and last-minute bookings tied to weather.

When asked about challenges voiced by guests, traffic emerged as the most frequent concern, followed by parking shortages and longer-than-usual waits at restaurants. These issues were echoed by businesses themselves, particularly those in dining and recreation, where high demand sometimes outpaced available capacity.

Business levels were fairly consistent across industry types. Lodging, dining, and attractions each made up an equal share of survey responses, and within each category, about 60% of businesses said the weekend met expectations. A smaller share in each group—roughly 20%—said the weekend surpassed expectations, while another 20% in dining and attractions reported underperformance. Lodging businesses showed more consistent results, with none reporting a poor weekend.

Paul Durfee, Chamber Board President and Director of Marketing for the Berry Companies, owners of Eastern Slope Inn and Attitash Mountain Village, said, “Better business than March/April/May. Outstanding weather and so many activities & events in the area.”

“The feedback was overwhelmingly positive; our guests loved the area,” said Alex Foti, President of Bretton Woods Vacations.

Bavarian Chocolate Haus Owner Scott Ferrari reported good business for the period. He attributed it at least in part to the holiday falling on a Friday, helping visitors to come up for 3-4 days.

Christy Skinner of Mystic Sugar Bakery in North Conway noted, “We had a solid weekend with lots of great reviews from customers. It was a nice mix of returning guests and new faces.”

From the recreation sector, Sabin Beckwith of Province Lake Golf Club reflected on the momentum the weekend brought. “Guests raved about course conditions following the long trend in bad weather weekends. They were happy, enthusiastic and excited.”

Chamber Executive Director Chris Proulx emphasized the importance of continued collaboration and responsiveness. “The Fourth of July gave our region a much-needed boost, and it reminded us how critical weather, word-of-mouth, and community readiness are to visitor experience,” said Proulx. “We’ll continue sharing feedback and advocating for the tools businesses need to thrive this summer.”

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