Rural destinations offer some of the most authentic, culturally rich, and environmentally sustainable travel experiences available in the U.S. These communities are often home to unique heritage sites, outdoor recreation assets, regional cuisine, and storytelling traditions that can’t be replicated elsewhere.

Travelers are rediscovering rural America—and the data shows they’re not done yet. The opportunity now is to harness this momentum while building sustainable, community-centered tourism.

Rural tourism, at its core, is travel beyond urban centers into the backroads, small towns, and working landscapes that make up most U.S. counties. Its activities stretch from hikes and paddles to farm dinners, music festivals, and craft studios, all rooted in communities that highlight their own heritage and environment.