Embracing the Detour Destination Trend: Opportunities for Small and Mighty Communities

High Five Tourism CEO, Cory Van Horn, with Allegheny National Forest Visitors Bureau Executive Director, Rustin Lippincott, and Kane Area Development Center Executive Director, Kate Kennedy.

In recent years, I have become a prime example of a growing travel movement anticipated to emerge in 2025: the detour destination trend, which evolved from the 2024 interest in destination dupes. Based in Annapolis, I’ve ventured to nearly every small and mighty destination within a road trip radius, from the entrepreneurial spirit of Kane, Pennsylvania, to the charming streets of Berkeley Springs, West Virginia. These experiences have shaped my travel preferences and deepened my insights into destination marketing, tourism development, and the value of highlighting lesser-known communities.

“Traveling in 2025 is about making our trips work a little harder, by lingering a little longer and adding a smart side-trip within easy reach of our gateway city,” Expedia Magazine mentions. “We’ve all got big-hitter destinations like Cancun, Barcelona, or Paris on our wish lists, but a well-chosen detour from your original destination enriches any classic itinerary.”

But what exactly is a "detour destination," and why does it matter for the professionals working at destination marketing organizations (DMOs), economic development authorities (EDAs), and chambers of commerce?

Detour Destinations as described by Expedia Group.

What is a Detour Destination?

Coined in a recent Expedia travel trends report, detour destinations are smaller, off-the-beaten-path locales that travelers incorporate into their itineraries alongside larger, bucket-list experiences. These places, often overlooked in the past, are gaining momentum as people seek unique, meaningful, and value-rich travel opportunities. Forbes reports that 63% of travelers plan to include these hidden gems in their travel plans next year.

According to Forbes, “Travelers are still visiting popular cities, but are also eager to add on additional local spots as a day trip detour from their main destination.”

The pandemic accelerated this trend, sparking a collective craving for quieter, more authentic experiences. Today, travelers are less interested in following crowds and more intrigued by “slow travel,” a term highlighted in the 2025 Hilton Trends Report, which emphasizes the growing desire to connect with local communities and environments in a leisurely, immersive way.

“Driven by a desire to build connections with others and their surroundings during their stay, slow travel encourages a leisurely approach, and many are elevating their exploration of this trend,” the Hilton Trends report explains.

74% of travelers want recommendations from locals, according to the 2025 Hilton Travel Trends report.

Why Are Travelers Choosing Detour Destinations?

Several factors are driving this shift:

• The Value Factor: With the rising cost of travel, smaller communities often offer a higher value experience at a lower cost. According to The State of the American Traveler Segments report, 73.1% of travelers prioritize value, even among affluent groups earning $200,000 or more.

• The Local Connection: According to the Hilton Trends Report, travelers increasingly want recommendations from locals when planning trips. 74% agree that they seek this kind of advice.

• The Desire to Go Off the Beaten Path: A 2023 American Express Travel report mentions that 71% of respondents actively seek unique and undiscovered destinations.

• Greater Interest in Spontaneous Travel: Economy lodging brands Motel 6 and Studio 6 revealed in their 2023 trends report that two out of three (67%) Americans with travel plans say that the best trips are spontaneous and decided on a whim.

“With so much of life structured and scheduled these days, people are seeking flexibility in their travel plans and leaving room for spontaneity,” American Express Travel explains. “This has increased the appeal of last-minute bookings, one-way tickets, and other choices that open the door to a sense of discovery.”

Getting a good value is an important component traveler decision making process. 2024 State of the American Traveler Segments Report.

How Small Destinations Can Capitalize

As someone who has explored places like the Allegheny National Forest Region, Cadillac, Michigan, Lititz, Pennsylvania, and Corning, New York, I’ve seen firsthand how these communities thrive by leaning into their distinct identities. Here’s how small and mighty destinations can embrace this trend:

• Tell Authentic Stories: Detour destinations resonate with travelers who want authenticity. Highlight what makes your destination unique—whether it’s the local chocolate in Lititz, the new ORV Scenic Ride in Cadillac, or the Corning’s glassmaking legacy.

• Invest in Value-Driven Experiences: Travelers are looking for places that feel worth their time and money. Emphasize how your destination can deliver memorable, high-value experiences without breaking the bank.

• Elevate Local Voices: Slow travel isn’t just about moving leisurely—it’s about building genuine connections. Collaborate with local businesses, artists, and residents to provide insider tips and create experiences rooted in your community.

• Leverage Proximity to Bucket-List Attractions: Many detour destinations are folded into trips to larger, well-known locales. For example, Berlin, Maryland, can be paired with a trip to Ocean City, and Woodstock, Virginia, complements a journey through the Shenandoah Valley. Position your destination as an enriching addition to a broader travel itinerary.

Glass blowing classes at the Corning Museum of Glass create a value-driven experience while telling an authentic story of Corning, New York’s glassmaking legacy through a local’s lens.

My Perspective

Throughout my career, I have deeply explored the trend of detour destinations, gaining firsthand insight into what makes these places unique and how they can effectively market themselves. With my professional expertise in destination marketing and tourism development, I am well-positioned to assist destination marketing organizations (DMOs), economic development agencies (EDAs), and chambers of commerce in sharing their stories, attracting visitors, and driving economic impact.

The appeal of detour destinations lies in their authenticity, value, and ability to offer something different. As we look to the future of travel, these small but vibrant communities have an incredible opportunity to shine. Let’s work together to make your destination the next hidden gem on someone’s itinerary.