Tripadvisor and Visit the USA are shining a spotlight on authentic must-visit Americana experiences.
Main Street Moments is a celebration of the small towns, roadside diners and family-owned stores where some of America’s best stories live.
The programme invites Australian travellers to slow down, get off the interstate, take the byways and discover hidden places. With Route 66 turning 100 this year there has never been a better moment to take the scenic route.
The new campaign comes as interest in Americana grows among Australian travellers.
Tripadvisor’s data shows Australian users demonstrate a 59% higher interest in Americana-themed attractions than the average Tripadvisor user, signalling an appetite for travel experiences rooted in local culture, food, history and the people who make a place distinctive.
“When international travellers turn off the interstate, their spending lands directly on Main Street USA, in the family diners, general stores and small businesses that anchor local communities,” said Leah Chandler, Chief Marketing Officer, Brand USA.
“What makes this partnership unique is that travellers can go from inspiration to action in one place, discovering these hidden gems on Tripadvisor and booking experiences that put their travel money to work in local communities across America.”
Examples include Haven Bros in Providence, Rhode Island, where for more than 130 years, the Giusti family has been serving hungry locals and travellers, evolving from a horse-drawn lunch wagon in 1893 into the vintage 1950s silver trailer it is today.
Davoll’s General Store in Dartmouth, Massachusetts, offers knick-knacks from America’s oldest general store since 1793.
The initiative will feature storytelling, short films and curated road trip inspiration highlighting unforgettable stops across five U.S. regions.
From nostalgic roadside diners and classic ice cream parlours to historic general stores and unexpected local favourites, the content showcases the experiences that transform a road trip into lasting memories.
“Some of the best travel moments happen where you least expect them,” said Steven Paganelli, VP, Global Media & Partnerships at Tripadvisor.
“It’s the diner that’s been serving the same homemade pie for decades, the family-run coffeeshop that’s at the centre of its community, or the gumball machine that makes you feel like a kid again.
“Main Street Moments celebrates those discoveries and the people behind them, inspiring travellers to experience a different side of America.”
Main Street Moments will also offer themed road-trip inspiration for travellers looking to plan a trip around their passions, including:
- 5 must-visit general stores on the Blue Ridge Parkway
- A Route 66 road trip for diner fans and nostalgia lovers
- An ice cream lover’s road trip through the Midwest
The campaign brings together attractions, road trip suggestions, interactive itineraries and bookable experiences through Viator, Tripadvisor’s experiences marketplace, helping Australian travellers turn inspiration into their next American adventure.
