Five Road Trip Trends Shaping Tourism Marketing in 2026

A road trip used to feel like the simplest kind of vacation: pick a place, pack the car and go. Travelers are still eager to get away. They still want the scenic stop, the good meal, the charming main street and the memories that make the drive feel worth it. But they are also thinking more carefully about gas prices, distance, timing, overnight costs and how much value they can fit into one trip.

That is why road trips remain one of the most resilient forms of travel. They give travelers control over their pace, their route and their budget, while turning the space between home and destination into part of the experience.

That flexibility matters even more this year. According to Longwoods International’s American Travel Sentiment Wave 106:

• 89% of American travelers still indicated plans to travel within the next six months.
• At the same time, 33% of American travelers said gas prices would greatly impact their travel plans, up from 21% the month prior.
• Among travelers planning to take a trip in the next six months, 41% said they were choosing destinations closer to home, 36% were reducing the number of trips they planned to take and 8% were canceling trips altogether.

In other words: the desire to travel is still strong, but travelers are making more careful choices.

For tourism marketers, that creates opportunity within regional drive markets. Road trips are not just about getting from point A to point B. They are about the stops, stories, small towns, outdoor spaces, local businesses and unexpected detours that make the trip feel worthwhile.

Here are five road trip trends to keep an eye on in 2026.

1. Value is steering the route.

Longwoods’ Wave 106 data shows that travelers are responding to higher gas prices by staying closer to home, reducing the number of trips they take and cutting back on spending once they arrive.

That does not mean travelers are giving up on vacations. It means they are looking harder for trips that feel worth the cost.

AAA’s 2026 Memorial Day forecast reinforces the continued strength of drive travel. AAA projected 45 million Americans would travel at least 50 miles from home over Memorial Day weekend, including 39.1 million by car. Driving accounted for the vast majority of projected holiday travel, even as gas prices remained elevated.

This is where clear value messaging matters. Travelers want to know:

• Where can I go without stretching my budget too far?
• What can I do for free or at a low cost?
• Is this experience, attraction, or stop worth an overnight stay?
• Can I combine multiple experiences into one trip?
• Will the drive itself be interesting?

This is a great time to highlight free or low-cost attractions and offerings, walkable downtowns, scenic routes, bundled itineraries, local deals, family-friendly stops and affordable add-ons. The strongest messaging will not simply say, “Visit us,” but also help travelers understand why the trip makes sense right now.

2. AI is changing how travelers plan road trips.

Technology has been part of travel planning for years, but 2026 feels like a turning point. Travelers are no longer only searching for “things to do near me” or saving restaurants in Google Maps. They are using AI tools to compare options, build itineraries, find deals, and make decisions faster.

For road trips, AI can make planning easier. Travelers can ask for a three-day itinerary, dog-friendly stops, rainy-day options, restaurants near a route or activities that match a specific budget. That creates both an opportunity and a challenge for tourism businesses and marketers.

If your content is vague, outdated, or hard to navigate, it may be less likely to surface in AI-assisted planning tools. If your content is specific, current, and useful, it has a better chance of helping travelers make decisions.

Your content should answer real questions, such as:

• What can visitors do in two hours, one day or a long weekend?
• What attractions are close to each other?
• What is open seasonally?
• Where can travelers park, eat, stay and recharge?
• What experiences are best for families, couples, outdoor enthusiasts or history lovers?

Road trip content should be built for humans first, but it also needs to be structured clearly enough for search engines and AI tools to understand. That means accurate business information, strong itinerary pages, updated event listings, useful FAQs, and content that reflects the way travelers actually plan.

Check out our latest Findable Content workshop for practical ways to optimize your existing content for today’s search habits and help travelers find you when they’re ready to plan.

3. Outdoor experiences are about restoration, not just recreation.

Outdoor travel continues to be a major driver for road trips, but the “why” behind it has evolved in the past six years. In the early days of the road trip resurgence, outdoor experiences offered space, flexibility and a way to avoid crowds. Today, travelers are still looking for those benefits, but they are also seeking calm, connection and a break from over-programmed routines.

The National Park Service reported more than 323 million recreation visits in 2025, showing continued interest in outdoor and nature-based experiences. KOA’s 2026 Camping and Outdoor Hospitality Report also points to what it calls the “open road era,” with road trips, small-town exploration and heritage travel helping drive extended camping journeys.

The outdoor trend does not only apply to national parks or major adventure hubs. It applies to trails, lakes, scenic overlooks, paddle routes, bike paths, gardens, campgrounds, wildlife areas, beaches, farms and quiet places where travelers can slow down.

The key is to make outdoor experiences approachable. Not every traveler is planning a rugged backcountry adventure. Many are looking for a peaceful walk, a picnic spot, an easy trail, a scenic drive, a sunset view or a family-friendly way to spend time outside.

You can support this trend by creating content around:

• Beginner-friendly outdoor experiences
• Scenic drives and photo stops
• Accessible trails and outdoor spaces
• Pet-friendly outdoor activities
• Outdoor itineraries by season
• Low-cost ways to enjoy nature
• Responsible recreation tips

4. Small towns and rural escapes are winning on authenticity and affordability.

Small towns are not a backup plan. Increasingly, they are the point of the trip.

Travelers want local restaurants, independent shops, historic downtowns, outdoor access, festivals, farmers markets and stories they cannot find everywhere else.

This desire means moving beyond generic language like “hidden gem” and showing travelers what makes the place worth the drive. What does the town feel like on Saturday mornings? What local dish should visitors try? Which shop has been family-owned for generations? What festival brings the community together? What scenic pull-off should travelers not miss?

The more specific the story, the stronger the appeal.

Small-town road trip content can also help disperse visitors across a region. By connecting downtowns, outdoor assets, cultural stops and local businesses, travelers are encouraged to stay longer, spend locally and explore beyond the most obvious attractions.

5. Regional collaboration can turn one stop into a full itinerary.

One of the best things about road trips is that travelers do not have to experience a stop in isolation. They can move between towns, counties, attractions and landscapes, and that is where collaboration becomes a major advantage.

Tourism partners can work together can create stronger itineraries than any one organization could build alone. A traveler may come for one museum, trail, festival or historic site, but a well-built itinerary can give them a reason to stay overnight, add another stop or come back for a different season.

Collaboration can also help tourism businesses meet value-conscious travelers where they are. A multi-stop itinerary can show visitors how to make the most of their gas tank, their time and their budget. It can connect free and paid experiences, urban and rural stops, indoor and outdoor activities and well-known attractions with lesser-known local favorites.

What this means for tourism marketers

The 2026 road trip traveler is flexible, curious and still motivated to travel. But they are also watching costs, comparing options and planning with more tools than ever before.

That means tourism marketers should focus on content and campaigns that are practical, specific and collaborative. Travelers need help understanding not just why they should visit, but how to make the trip work.

To reach road trippers in 2026, consider:

• Building realistic one-day, weekend and multi-day itineraries
• Highlighting affordable and free experiences
• Creating content for nearby drive markets
• Updating road trip landing pages and seasonal travel guides
• Including small towns, local businesses and outdoor experiences in regional routes
• Optimizing content for both traditional search and AI-assisted planning
• Partnering with neighboring businesses to encourage longer stays
• Using milestone events as starting points for broader trip inspiration

Road trips have always been about freedom, discovery, and the joy of unexpected stops. In 2026, they are also about value, convenience, and connection. For those that can bring those pieces together, the open road still holds plenty of opportunity.