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 results suggest many travelers chose to arrive closer to the holiday rather than extending their stays earlier in the week, a booking pattern Visit Myrtle Beach has observed throughout the summer. Occupancy data for Sunday, July 5, will be provided at a later date, giving us a more complete picture of holiday performance.
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.