Small Town Tourism Is Trending

In our series on the modern Main Street, we started by comparing the traditional Main Streets of the 1970s to the thriving Main Streets of today. Back then, Main Street businesses were locally owned, practical, and designed to meet basic community needs. They were the economic and social hub, with grocery stores, hardware shops, diners, and pharmacies that locals depended on daily.

Today’s Main Streets have shifted their focus to creating experiences and catering to specialized interests, moving away from the generalist approach of the past. No longer limited to serving just local residents, they now attract visitors from outside the community seeking boutique shops, artisanal eateries, cultural venues, and unique events.

This sets your Main Street microbusinesses and your community up to take advantage of a growing trend that could boost your local economy - Small Town Tourism.

Small Town Tourism

Small-town tourism is trending, breathing new life (and bringing new money) into rural communities by drawing travelers who crave authentic, unique experiences. Main Street microbusinesses that create or complement an experience, event, or local attraction can thrive. It's all about leaning into what makes each community unique.

Embrace History

Towns like Galena, IL, show how embracing unique local assets can attract tourists and transform a town’s economy. Despite its small population (around 3,250), Galena attracts nearly one million tourists annually with its preserved architecture, historical significance, wineries, and charming Main Street, making it a must-visit destination. Galena's Main Street shops and restaurants add to the experience that tourists are drawn to.

Embrace Natural Assets

Main Streets today are also riding the wave of modern tourism trends like eco-conscious travel, outdoor recreation, and agritourism. Sedona, AZ (population 9,000), is a great example. After hiking the nearby red rock trails, tourists head to Main Street for dining, shopping, and spa experiences. In Fredericksburg, TX (population 11,500), wine tourism brings visitors to Main Street restaurants and cafes featuring local wine pairings and farm-fresh dishes, making it a wine lover’s destination.

Embrace Local Industry

Not all small towns have historical buildings or natural attractions. Some towns create their own. Morton, IL, is a prime example. Known as the "Pumpkin Capital of the World," this town of 17,000 produces 95% of the canned pumpkin in the U.S. Morton has leaned into this identity and draws over 75,000 visitors annually to its popular Pumpkin Festival. Held just one block from Main Street, the festival ensures that local shops and cafes benefit from the influx of tourists.

Attracting Tourists To Your Community

Is your community leaning into its unique assets to attract tourists? Are your Main Street microbusinesses tapping into that potential?

What unique features in your community can help turn your Main Street into a destination? Here are a few more examples to inspire you:

Moab, UT: Markets its downtown as eco-conscious, with local shops selling handmade goods and restaurants sourcing ingredients sustainably. This is a perfect match with the hikers and outdoor enthusiasts who stay in Moab to visit nearby Arches National Park.

Pagosa Springs, CO (population 1,640): Leverages its natural hot springs and proximity to outdoor recreation to attract year-round visitors for relaxation and adventure.

Mystic, CT: Capitalizes on its maritime history with walking tours and storytelling experiences along Main Street, connecting visitors to local history.

Berea, KY: Attracts tourists with artisan workshops and locally crafted items, creating a hands-on experience on its Main Street.

By identifying and promoting your community’s unique assets, you can help your Main Street microbusinesses thrive as part of the growing trend of small-town tourism. Let us know if your community is already promoting itself as a destination. We want to hear about it!