6 Trends Fueling Rural Tourism Growth
Rural destinations are rising—again. From booming outdoor recreation to digital nomads rediscovering small-town America, 2025 is poised to be another big year for rural tourism. Here’s what’s driving the momentum, and why this shift matters more than ever.
1. Outdoor Recreation Is Booming
Outdoor recreation has grown 37% over the past decade, far outpacing the broader U.S. economy’s 29% growth during the same period. That growth is showing up in how Americans spend their free time:
The number of American households that camp annually has increased 68%.
In 2024, nearly 45% of Americans traveled more than 50 miles specifically to participate in outdoor activities—most of which take place in rural regions.
Rural counties that invest in trails, parks, and recreation infrastructure are well-positioned to capture both dollars and loyalty from this booming market.
2. Rentals Are Opening New Destinations
Short-term rentals are extending tourism beyond traditional hotel corridors:
In 2022, over 44 million Airbnb guest arrivals took place in areas with no hotel infrastructure, generating $10.5 billion for local hosts.
Today, 66% of Airbnb stays happen in places with no hotels at all.
Farm-stay listings on Airbnb have surged 71%, making it the platform’s third-largest category (behind cabins and tiny homes).
Rural communities that embrace alternative lodging have a head start in welcoming the next generation of travelers.
3. Digital Nomads Are Staying Domestic
The remote-work revolution is reshaping destination choice. In 2023:
51% of digital nomads planned to travel exclusively within the U.S., up from 42% the year before.
Only 17% planned to spend more time abroad, reflecting a shift toward comfort, convenience, and familiarity.
For rural communities with fast Wi-Fi and flexible lodging, the rise of domestic nomadism is a golden opportunity.
4. Gen Z Is Townsizing
Small towns aren’t just surviving—they’re trending.
31% of Americans plan to visit small towns in 2025, according to Priceline6.
Gen Z leads the shift—they're 89% more likely to book a trip to a small town compared to other generations6.
Younger travelers are prioritizing authenticity, affordability, and place-based storytelling—all strengths of rural destinations.
5. Americans Want to Drive
The “drive-to” travel trend isn’t going anywhere:
43% of Americans say they prefer to drive rather than fly for upcoming trips.
39% choose domestic road trips over international flights to save money and avoid hassle.
That’s great news for rural communities located within a few hours of major metro areas.
6. Access to Technology Is a Game-Changer
Digital access is no longer a luxury—it's the on-ramp to tourism visibility.
With online booking tools, mobile maps, and social media, small towns can now compete for travelers like never before.
But challenges remain: 14% of rural Americans still lack access to broadband internet as of 20248.
This isn’t just about digital equity—it’s about ensuring rural communities can participate fully in the visitor economy.
Let’s Build It Right
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.
With the right tools and investment, rural places can grow their economies, share their stories, and shape the future of travel.
Sources:
KOA, 2024 North American Camping & Outdoor Hospitality Report.
U.S. Bureau of Economic Analysis, Outdoor Recreation Satellite Account, 2024.
Airbnb Newsroom, U.S. Travel Trends Report, 2023.
MBO Partners, State of Independence in America, 2023.
Priceline, U.S. Travel Trends, 2024.
Club Wyndham & Airbnb, American Travel Habits Survey, 2024.
Axios, State of Broadband Access in Rural America, 2024.
