Remember when ”Main Street” conjured images of quaint shops and sleepy town squares? Well, wake up and smell the artisanal coffee, because Main Street is getting a millennial makeover, and it’s time for tourism organizations to take notice.

In today’s travel landscape, younger, more affluent travelers are seeking authentic experiences that align with their values. They’re not just looking for a place to snap Instagram photos; they’re searching for destinations that offer a holistic experience, from sustainable practices to community engagement.

This shift in traveler preferences is reshaping the tourism industry, and smart organizations are taking note. In fact, it’s quickly become a better practice to separate amateur organizations from professional ones.

Let’s look at the numbers:

• Millennials now make up the largest generation in the U.S. workforce, with 56 million strong as of 2020.
• 78% of millennials choose to spend money on experiences rather than things.
• 73% of millennials are willing to pay more for sustainable products.

These statistics paint a clear picture: the future of tourism lies in creating experiences that resonate with the values of younger travelers.

And who better to help craft these experiences than your local Main Street Associations and Chambers of Commerce?

Main Street organizations and Chambers of Commerce are the pulse of local communities. They understand the unique character of their towns and cities, and they’re often at the forefront of initiatives that align with millennial values, such as supporting local businesses, preserving historic districts, and promoting sustainable practices.

By renewing and strengthening partnerships with these organizations, tourism boards can:

1. Tap into local knowledge and authenticity
2. Create more immersive, community-focused experiences
3. Highlight sustainable and socially responsible initiatives
4. Develop marketing strategies that resonate with younger travelers

Take Fredericksburg, Virginia, for example. The city recently approved a plan for their local Main Street organization to co-locate with the Visitor Center. This collaboration is a prime example of how tourism organizations can work hand-in-hand with Main Street associations to create a more cohesive and appealing destination for visitors.

Or consider New York’s comprehensive $450 million ”Bring Back Tourism, Bring Back Jobs” recovery package from 2021. This initiative recognizes the vital role that local businesses and cultural institutions play in attracting visitors and revitalizing the tourism industry.

The message is clear: success in the new era of tourism requires a holistic approach that goes beyond traditional marketing. It’s about creating an ecosystem where visitors can engage with local communities, support sustainable practices, and feel like they’re part of something bigger than just a vacation.

So, tourism leaders, it’s time to dust off those Main Street partnerships and Chamber memberships.

Your path to success with the next generation of travelers runs right down the center of town.

Don’t just visit Main Street – make it your home base for a tourism revolution.

The future of travel is local, sustainable, and authentic.

Are you ready to meet it head-on?