The State of Summer 2026: Americans are heading back to the water

The Boatsetter Summer Survey reveals we’re opting for more adventure and less screen time.

Key takeaways:

• This summer, nearly half of Americans (49.6%) plan to spend more on experiences than last year – 28.5% saying “definitely yes” and another 21.1% leaning that way. Only 17% expect to pull back. Consumer appetite for experiences isn’t just holding steady — it’s growing.
• 9 in 10 Americans say they’d give up at least one daily comfort — their phone, social media, alcohol, or even ChatGPT — for a full summer day on the water. 
• 84% of Americans say they use time outdoors regularly or occasionally to manage stress or anxiety. 
• The #1 childhood summer activity people most want to recreate today is Swimming, watersports, or being on the water (51%) – beating bike riding, the county fair and watching TV.
• 72% say they enjoy experiences more when they’ve had to work at them or learn something new.

This summer, Americans are actively rethinking what it means to spend time outdoors. In a moment where so much of life is optimized, costs are rising, and consumers are facing down curation overload, people are looking for activities that feel simple and within reach. 

Forget keeping up with energy; this summer, getting outdoors means following your curiosity and making space for some unexpected side quests, preferably those that involve water. 

In May 2026, Boatsetter surveyed 1,000 U.S. adults to find out how, when, and why people would be spending time outdoors this summer. The results reveal that people are embracing side-quest energy and seeking experiences that don’t require perfection.

1. Adventure and connection are beating convenience 

People are missing grit. When we asked people what they’re actually looking for this season, the answer wasn’t a beach chair and a drink; it was something more layered. People want to have fun and feel connected. More importantly, they’re willing to give up creature comforts for it. 

Nearly 9 in 10 Americans say they’d give up at least one daily comfort — their phone, social media, alcohol, or even ChatGPT — for a full summer day on the water. Let that land for a moment. In 2026, people are more willing to part with their phones than miss a day on the water.

These same consumers are seeking novelty, but they’re not concerned about being novices. They are looking for adventure that doesn’t require a training regimen.

Ask someone why they’d try a new watersport and “performance” barely registers. What moves the needle? Joy, curiosity, and good company.

Top motivations for trying a new watersport:

• 77% – “It looks fun.”
• 65% – Trying something new
• 59% – Social experiences with friends

When asked to describe their ideal summer day in a single word, three themes dominated — and they paint a pretty clear picture of the mood:

• Relaxation (74%)
• Playfulness/fun (57%)
• Adventure (45%)

This isn’t a crowd chasing adrenaline for its own sake. It’s people who want their summer to feel full — playful and peaceful, exciting and easy. Approachable adventure, if you will.

2. We’re All a Little Nostalgic Right Now

Ask adults today what they most want to recreate from their childhood summers, and the answer isn’t complicated.

Swimming, watersports, and being on the water beat out bike riding, the county fair, and watching TV combined. The lake, the river, the ocean: these aren’t just places. They’re the foundation of childhoods in America. 

That’s more than a nostalgic footnote. 

Memory is a major motivator for how people choose to spend their time and money today.

3. The Outdoors Has Become Our Collective Therapist

In a world of endless notifications and ambient stress, people aren’t heading outside just because it’s nice. They’re going because they need to.

84% of Americans say they use time outdoors regularly or occasionally to manage stress or anxiety. 

The outdoors is doing real emotional work for people. Experiences that offer genuine disconnection from the screen-saturated everyday have moved from “nice to have” to essential.

4. The Best Experiences Require Effort 

Here’s the tension: in a culture optimized for ease, people are still craving experiences that feel earned.  In fact, respondents say, the harder they work for an experience, the more they treasure it.

91% say they feel a greater sense of reward after completing a challenging task. 72% say they enjoy experiences more when they’ve had to work at them or learn something new. There’s a word for this: the effort premium. Learning to sail, getting the hang of a wakeboard, and figuring out a kayak paddle aren’t obstacles. For most people, they’re features. 

Sabastian of Rawdawg Run Club echoes this sentiment. “People bond really hard over doing difficult things together,” says Sabastian. “Gen-Z is drawn to hard things because most people aren’t doing them.” 

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5. These Results Reflect a Broader Social Response 

This isn’t a fluke. These results follow a broader shift Boatsetter has been tracking — what we’ve called the Great Outdoor Shift — a growing cultural hunger for presence, for real-world immersion, for experiences that can’t be replicated on a screen.

“Saying yes has genuinely changed my life,” says Sabastian, COO of Rawdawg Run Club. “You don’t have to know exactly how everything is going to turn out.”  It’s all about the side quest. 

This is ringing true for a growing number of Americans. “This summer,” says Boatsetter and Getmyboat CEO Michael Farb, “ the water is the destination and the antidote.”

About This Survey

Boatsetter conducted this survey among 1,000 U.S. adults via SurveyMonkey Audience in 2026. The sample is representative of the general U.S. adult population. The margin of error is approximately ±3 percentage points at a 95% confidence level.

For press inquiries: press@boatsetter.com

Learn more at boatsetter.com

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© 2026 Boatsetter. All rights reserved.

Boatsetter Team

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