Drive-Through Rural Tourism: Balancing Pros and Cons

In recent years, a new trend has emerged in the world of tourism - drive-through rural tourism. This concept involves tourists embarking on scenic drives through picturesque rural areas, taking in the natural beauty and unique landscapes that these destinations have to offer. Two classic examples of this phenomenon are tourists driving through Vermont to witness the vibrant changing of leaves, and vehicular recreation in the stunning landscapes of southeast Utah.

The Pros of Drive-Through Rural Tourism

In an era where leisure activities often come with a hefty price tag, a scenic drive remains one of the last bastions of cost-free enjoyment (excluding the rising cost of gasoline). This accessibility makes it an attractive option for a wide range of travelers.

Furthermore, this trend can significantly benefit the destinations themselves. It puts these areas on the map, giving them recognition for something unique and beautiful. It helps showcase the natural wonders that may otherwise go unnoticed by a larger audience.

The Cons and Perceived Issues

However, drive-through rural tourism is not without its challenges. One primary concern is that these tourists often bypass spending money at local establishments. Instead, they come prepared with coolers full of food, and many choose to stay at campgrounds, with friends or family, or at Airbnb accommodations. While this may be a frugal approach for travelers, it can be detrimental to local businesses that rely on tourist spending.

Adding more attractions and events to keep tourists in the area longer does not always translate to increased revenue. The shifting preferences in accommodation and dining mean that the traditional methods of revenue generation may no longer be as effective.

Addressing the Issue: A Super-Regional Approach

For emerging rural destinations looking to implement a tourism program, it may not be feasible to launch a high-budget marketing campaign or employ expensive tourism consultants. Similarly, for existing destinations, questions may arise about why accommodation and hospitality tax revenue are not aligning with marketing budgets, given the changing landscape of tourism preferences.

The solution lies in a super-regional approach to marketing. Multiple small destinations can pool their resources, allowing each place to maintain its unique identity while consolidating administrative costs. This approach ensures that rural destinations can sustainably encourage drive-through tourism without undue pressure to fill hotels beyond realistic capacities.

In conclusion, drive-through rural tourism presents both opportunities and challenges for destinations. By adopting a collaborative approach, small destinations can continue to thrive in this evolving landscape, ensuring that the natural beauty and unique experiences they offer remain accessible to all.