Despite the surge in gas prices, businesses in northern Wisconsin are hopeful about the summer vacation season, as initial signs indicate travelers are not deterred.
According to AAA, the average price of unleaded gasoline in Wisconsin has reached $4.07 per gallon, a notable increase from $2.97 a year ago.
Jeffrey Zavada, who owns both the Twilight Supper Club and the Pioneer Resort on the border of Wisconsin and Michigan, has observed mixed patterns in visitor activity. While his restaurant maintains steady business, the resort is experiencing fewer visitors compared to last year.
“Life is short, and summer is even shorter,” Zavada remarked. “Get your butts up here. Get up to the Northwoods.”
Business owners like Zavada are grappling with how gas prices impact tourism. “It’s a lot deeper question than just, ‘Are there people from Milwaukee and Chicago coming up North?'” he noted.
Rising prices extend beyond gasoline, as inflation swelled by 3.8 percent in April compared to last year, according to NPR. Additionally, since the conflict in Iran began, jet fuel prices have escalated, potentially altering some travelers’ plans.
Zavada has heard from fellow resort owners about a dip in business, which could also be attributed to factors like extended school sessions or the earlier-than-usual Memorial Day.
AAA has projected a slight decline in nationwide Memorial Day travel, including approximately 834,000 Wisconsinites venturing out, marking a slight dip from 2025.
In contrast, Amanda Wilson, the owner of Deerfoot Lodge and Resort in Hayward, reports a promising outlook for the season. She attributes this stability to their strategic location near Eau Claire and Minneapolis.
Mindy Simons from the Hayward Lakes Visitors and Convention Bureau observed a strong turnout during Memorial Day, indicating a resilient tourism season for the area.
“I’ve never seen as many people here for Memorial Day as I did this year,” Simons commented. “And some businesses told me the same thing.”
Simons, who attended a tourism-focused conference, discussed the potential impact of gas prices on travel plans, suggesting families might opt for nearer vacations instead of distant ones like Disney World.
“Summer family vacations are still important,” she emphasized.
Back in Land O’ Lakes, Zavada acknowledges the broader economic challenges affecting his employees and local businesses. Despite a dip during Memorial Day, Zavada remains hopeful following a successful May.
“Then we finished the month of May, and we were up from May of 2025,” he said. “My wife’s like, ‘See, you’re just, you’re just freaking out over nothing.’ Hopefully she’s right.”
