July 4th Holiday Weekend Recap: Independence Day Drives Tourism Performance

The Grand Strand's Independence Day holiday weekend reflected evolving summer travel patterns, with lodging demand peaking on Saturday, July 4, as visitors timed trips around the holiday itself. 

Sunny beach weather, community celebrations for America 250 and the Fourth of July falling on a Saturday for the first time since 2020 contributed to high occupancy on Independence Day. At the same time, the region continued moving toward the completion of its beach renourishment project, with only limited sections of shoreline still under construction during the holiday weekend. 

According to CoStar, hotel occupancy reached 93.2 percent on Saturday, July 4, a 13.2 percent increase over last year, while Friday occupancy remained consistent with 2025 at 92.3 percent. Vacation rentals also saw increased holiday demand, with Key Data reporting 87.5 percent occupancy on Saturday, a 5.1 percent year-over-year increase. 

The Myrtle Beach area maintained that momentum during the week ending July 11, with CoStar reporting weekly hotel occupancy increased 5.9 percent year over year. The largest gains came immediately after the holiday, with occupancy rising 12.4 percent on Sunday and 9.9 percent on Monday compared with the same days last year, showing many visitors extended their beach vacations beyond Independence Day.

Vacation rentals also saw post-holiday gains, with KeyData reporting adjusted paid occupancy increasing to 67.5 percent on Sunday, July 5, from 63.7 percent last year, and edging up to 63.4 percent on Monday, July 6, from 62.6 percent. 

Myrtle Beach also posted one of the strongest occupancy increases among its competitive destinations during the week of July 5-11, despite having significantly more hotel rooms than most other beach markets.

Myrtle Beach was recognized as Tripadvisor's No. 1 destination for Fourth of July travel and among KAYAK's best-value holiday destinations. Throughout the weekend, communities across the Grand Strand hosted fireworks, parades, flyovers and family-friendly events that generated activity for regional businesses. 

The holiday also highlighted the importance of collaboration across our tourism industry. From lodging partners and attractions to restaurants, retailers and local governments, our community worked together to deliver the experiences that continue to make the Grand Strand a destination visitors return to year after year.