Summer Camp Trends & How to Prepare for 2026

January 07, 2026

Summer camps are one of the most valuable youth experiences the U.S. has to offer. However, issues such as access, affordability, and changing family needs continue to influence camp enrollment trends. Understanding that impact is vital as camps move into 2026 and beyond. 

A nationwide Gallup Survey was conducted in May 2024 in partnership with the National Summer Learning Association (NSLA) and the American Camp Association (ACA). It found that 30 million youth participated in structured summer opportunities. The activities studied included day camps, overnight camps, enrichment programs, and summer schooling. 

The problem? That participation number could (and should) be much higher.

In 2025, the estimated number of school-aged children in the U.S. was around 55 million. 

That means up to 25 million kids (about 45%) may not be participating in summer enrichment at all. In that case, the summer camp market isn’t heavily saturated; it’s likely underserved. 

So what’s stopping some families from committing to structured summer activities? 

According to the same survey, youth participation was heavily influenced by: 

• Household income 
• Cost of participation 
• Scheduling conflicts 

In other words, demand exists but accessibility and flexibility are major challenges. 

The biggest chance for camp enrollment may not be winning families from other camps. It could be reaching the 25 million kids who are not participating.

What's Stopping Families from Registering for Summer Camp?

If families could enroll, they would — but they’re hitting friction points. 

In summary, the survey found that there were two major types of barriers to enrollment: 

1️⃣ Financial barriers (cost, payments)

2️⃣ Logistical barriers (nearby availability, transportation, scheduling, work) 

💡 Families want structured summer experiences, but many face high prices or logistical barriers that prevent their participation. 

The good news? Most camps can respond to these challenges with good planning. 

How to Discuss Camp Cost & Affordability (Without Lowering Prices)

Camp isn’t cheap to run — and many programs can’t cut prices dramatically. But camps can shape conversations about affordability by focusing on:

✅ Communicating value clearly
✅ Helping families plan financially
✅ Reducing registration friction 

Reframe the Cost of Camp - Using Simple Comparisons

Sadly, for some families, camp simply isn’t in the budget.

💡 For other families, affordability isn’t simply about the price tag— it’s about perspective. 

A good message and careful planning can help parents think about camp costs in a new way. Simple comparisons to everyday purchases can make it easier. 

For example: 
If a family spends $30 more per week eating out versus cooking at home, it adds up: 

$30 x 52 weeks = $1,560/year 

The same $1,560 can cover a full week of overnight camp for many programs out there. For many middle-class families, this change is a practical shift in behavior, not a financial impossibility. 

⭐ Pro Tip: Use comparisons like this on your website or enrollment emails to help families see camp costs differently. 

Reframe the Value of Camp - By Thinking Beyond Traditional Childcare

Even if kids don’t attend camp, they still need: 

• Structured supervision 
• Learning enrichment 
• Physical activity 
• Socialization 

For parents, childcare facilities and nannies or babysitters are usually the first options that come to mind.

But a camp experience offers more than basic childcare. It delivers growth, excitement, belonging, and skill-building opportunities.

The core benefits of camp programs include: 

• Confidence-building 
• Independence 
• New interests 
• Friendships 
• Outdoor time and movement 

 💡 If a parents need to purchase childcare anyway, camp becomes a value-stacking opportunity; not additional spending.

It's up to your team to shift the conversation to the value of the experience.

Offer Flexible Payment Plans for Your Summer Camp

One of the fastest ways to reduce registration resistance is to remove the fear of one large transaction. 

Payment plans can help families: 

• Enroll children sooner 
• Budget predictably 
• Commit with confidence 

💡 If payment friction is the issue, the solution isn’t a discount — it’s flexibility. 

By spreading payments into smaller parts, camp experiences become more attainable for low- and middle-income families.

Learn about payment plans and their impact on enrollment in our related article.

How to Increase Summer Camp Enrollment & Stay Ahead of Camp Industry Trends

Many factors influence enrollment — from the economy and childcare trends to safety concerns and national headlines. But camps that grow through uncertainty tend to follow four leadership practices: 

#1: Advocate for Camp Experiences (Not Just Your Camp)

Families decide whether camp experiences are “worth it” before they compare options. 

Camp professionals can advocate by educating families, politicians, and community leaders about: 

• Why camp matters 
• Youth development outcomes 
• What camp success looks like 

💡If you don’t clearly break down the value of a camp experience, who will? 

⭐ Pro Tip: Share real stories. Collect feedback and testimonials after camp, then use those stories in your messaging. 

#2: Tune Into Parent Concerns & Camp Industry Headlines

Camp leaders who isolate themselves risk missing important information, just like in many leadership roles. Listening closely is the best way to anticipate big changes and avoid being blindsided.

Parents today are influenced by: 

• Social media
• Special interest groups 
• National headlines 
• Economic stress 

Staying tuned to this information helps camp leaders: 

• Anticipate concerns (like safety) 
• Adjust messaging quickly 
• Prepare staff with better answers 
• Update policies proactively 

💡 In short, great leadership anticipates questions and proactively finds answers. 

#3: Stay Aware of Government & Legislative Changes

Policy changes can impact camp operations — especially when they affect: 

• Travel limitations 
• Childcare tax credits 
• Family budgeting confidence 
• Local employment stability 

For example:
Recent changes to U.S. travel visa restrictions have created new challenges for camps that rely heavily on international staff or cater to international campers.

💡 If not monitored closely, these challenges can quickly cause strains on camp resources. 

#4: Gather Feedback to Identify Local or Camp-Specific Barriers

Regularly seek feedback, get involved in the community, and find ways to improve based on the experiences of: 

• Campers and their guardians 
• Current and former staff members 
• Business partners 
• Local schools or youth organizations 
• Community members 

This can uncover roadblocks, such as: 

• Cost-of-living pressure 
• Competing activities or schedules 
• Safety concerns 
• Drop-off/pick-up pain points 

💡 The best leaders don’t guess what families need. They ask.

Strategies to Grow Your Summer Camp Registration

The ACA also did research alongside the University of Michigan’s Economic Growth Institute. From it, they found more than 20,000 camps operating in the United States. Together, the youth camp industry contributes billions annually to the national economy. The data shows that the industry has great economic impact and room for healthy competition. 

To grow your camp's enrollment and help reach the 25 million kids not in summer activities, you need two clear strategies: 

1️⃣ How to successfully attract new campers.

2️⃣ How to retain campers longer.

Ways to Attract New Campers this Summer

Try one or more of the tactics below to help boost your success!

Find Your Camp's Ideal Niche

Many camps hit enrollment goals by: 

• Focusing on a specific experience or programming (faith-based, STEM, arts, athletics) 
• Offering themed weeks (nature, robotics, leadership) 
• Partnering with feeder organizations (schools, clubs, churches, and youth groups) 
  

Address First-Time Campers (Across All Age Groups)

First-time camp anxiety affects all ages, even teens. 

Ways to reduce camper anxiety and friction: 

• Mini-camps or “try it” sessions 
• Offering friend groups or buddy systems 
• First-day orientation experiences 
• Welcome videos and prep guides 
  

Update Your Camp Technology

Even if your camp is screen-free, parents aren’t. 

Tech barriers that quietly reduce enrollment include: 

• Outdated website design 
• Poor mobile experiences 
• Long and confusing forms 
• Hidden pricing information 
• Lack of automated receipts and confirmations 
• Complicated payment systems 

⭐ Pro Tip: A camp management system like iCampPro can reduce friction and improve the registration experience.

Ready to make a switch? Check out our article on how to choose the best camp management software for your operations.

How to Retain More Campers for Multiple Camp Seasons

Retention is often the fastest growth lever for an organization. For example, keeping staff year over year allows your camp to provide a more consistent experience. 

It's also easier to get campers to return each year than to convince a new family to register for the first time. 

A returning camp family: 

✅ Costs less to reacquire

✅ Enrolls in camp earlier 

✅ Often adds siblings 

✅ Becomes a camp advocate 

Appeal to Young Campers to Create More Opportunity

Younger campers who register will have more opportunities to attend camp before they age out of your programming. This gives your camp more opportunities to impact the camper’s growth in meaningful ways. Your camp can become an annual summer tradition.

Establish Trust and Encourage Advocacy

When working with new families, you can earn their trust from outside sources. This includes items like accreditation, staff qualifications, reviews, and word of mouth. 

But lasting trust is maintained through: 

• Predictable systems 
• Strong communication 
• Consistency in quality 
• Staff professionalism 
• Transparency 

💡Each of these are essential ingredients for creating loyal returning campers, families, and advocates for your camp. 

Keep Camp Communications Going (Don't Disappear in the Off-Season)

Camps that manage to stay visible year-round can win earlier commitments to camp registrations. They also have more opportunities to build loyalty, donations, and revenue. 

Here are a few off-season ideas to keep communications open: 

• Monthly newsletters 
• Registration countdowns 
• Project updates 
• Camp photo recaps 
• Staff spotlights 
• Answering common FAQs 
  

Planning for Summer Camp Success in 2026 & Beyond

Every year, U.S. summer camps serve millions of school-aged campers. The camping industry adds billions to local and national economies. The stakes are high, but there are many opportunities for camps that stand out and plan carefully. 

Camp success will be defined not only by quality of camp programs or the number of campers served. It will also depend on the quality of the systems that support your camp operations and feed the experiences that you want to deliver.

💡  Creating flexible camp options, maintaining strong communications, and making data-driven decisions is more important now than ever. 

A Checklist to Get You Started

✔ Audit the mobile-readiness of your camp registration.

✔ Add payment plans to your registration options.

✔ Share positive feedback from campers, families, and staff.

✔ Build a clear pathway for first-time campers.

✔ Start investing in camper retention.

To explore how iCampPro's camp management software can help your camp team check off these items, start by scheduling a demo!