For certain businesses, summer is not just a season — it is an engine that drives success for the rest of the year. This concentrated period of activity presents an unparalleled opportunity for growth, especially for business leaders prepared to optimize finances, staffing and marketing. Budget for the rushAccording to Deloitte's 2025 summer travel outlook, 53% of Americans plan to go on vacation this summer, with average spend per household sitting just above $4,600. A tourism business, for example, may target adventure seekers, foodies and families — each will be drawn to different amenities and activities. Business leaders need to optimize their financials and operations and give customers a compelling reason to choose them over the competition.