July 4 holiday travel projected to set record despite cooling growth: AAA

AAA projects more than 1.6 million Wisconsinites will travel at least 50 miles from home for the Independence Day holiday travel period, which runs from Saturday, June 27 through Sunday, July 5. This is only a slight increase of 0.7% over 2025’s numbers.

Most travelers will take to the road, with more than 1.4 million Wisconsinites driving to their destinations. Data shows air travel softened slightly, while cruising and other modes of transportation are likely to see the strongest growth.

While this year’s increase is modest compared to recent gains, it still sets a record for Fourth of July travel in Wisconsin, as strong consumer demand continues to offset higher travel costs.

“For many families, traveling for Independence Day isn’t just a trip, it’s a tradition,” said Debbie Haas, vice president of travel for AAA - The Auto Club Group. “Vacations are one category where consumers are still willing to spend, even if that means cutting back on something else. With an extended holiday travel period, we expect busy roads, steady demand for flights, and continued interest in cruises across many parts of the country.”
Rather than staying home, many travelers are choosing to offset higher travel costs by taking shorter vacations, choosing destinations closer to home, and closely comparing the cost of driving vs. flying.

Travelers also are planning a cruise or all-inclusive resort where costs are more defined and cutting back on extras like eating out and souvenirs to keep costs down.

Heading into the holiday week, gas prices in Wisconsin averaged $3.65 for unleaded. Last year’s costs at this time were $2.98. The national average was $3.86, up from last year’s cost of $3.18.