Summer Tourists Enjoy Boardwalks and Piers While Sticking to Budgets

Small businesses in popular U.S. vacation spots such as boardwalks and piers report a return to pre-2020 tourism levels. While the affluent are spending freely, lower-income tourists are navigating tighter budgets.

Sean Bailey, marketing manager at the SkyWheel in Myrtle Beach, South Carolina, shared that ticket sales have been robust, surpassing 2019 figures since 2021. Currently, ticket sales for 2023 are tracking slightly higher than this year, indicating a strong recovery.

Bailey pointed out a trend among tourists opting for cheaper tickets, which rose from $18 to $21. Many are purchasing these tickets online in advance, favoring planning over spontaneity for the attraction that offers a stunning view from its 200-foot height.

In contrast, more expensive ticket options are gaining popularity. The SkyWheel offers $35 sunrise tickets and a $109 VIP experience for up to four people, which includes a 30-minute flight. Additionally, a unique $250 package for gender reveals combines a light show with a ride for up to six guests.

“People are seeking enhanced experiences that go beyond the standard ride,” Bailey noted.

The U.S. Travel Association forecasts that tourism volume for 2024 will exceed pre-pandemic levels for the first time, predicting 2.45 billion trips, an increase from 2.38 billion in 2023 and slightly down from 2.40 billion in 2019.

Domestic travel is recovering more rapidly than international tourism. The projected spending on U.S. domestic travel for 2024 stands at $975.6 billion, which is approximately 98% of 2019 levels. In comparison, international travel spending is expected to reach $153.9 billion, roughly 83% of pre-pandemic levels, based on data adjusted for inflation.

Similar to trends noted among larger corporations, small business owners are observing a spending divide. Wealthier consumers maintain their spending habits, while those with lower incomes are more cautious in their purchases. Despite overall double-digit gains in the stock market last year, slow wage growth and lingering inflation have caused financial strain for many.

At Navy Pier in Chicago, Robin Harris, the owner of Confidence Apparel, reports increased foot traffic and sales this year. Customers are being more selective, choosing quality items over quantity. Her best sellers include a $30 T-shirt that promotes confidence and a $75 jacket that features an inspirational “ingredients” list.