The great escape from tourist overcrowding is officially underway. According to Airbnb's latest research, 74% of Gen Z leisure travelers plan to skip the household-name destinations and head straight for small towns instead. This isn't a fleeting trend either. Nearly half of all trending autumn 2026 destinations among Gen Z travelers are small towns rather than major cities.
What's driving this shift? For Gen Z, it comes down to two things: authenticity and bragging rights. Nearly two-thirds say that being among the first people they know to visit a place feels like a genuine status symbol. More than half actively dodge crowded tourist hotspots because they'd rather actually enjoy where they're going instead of fighting through throngs of visitors.
The Campaign to Reframe Hidden Gems
Airbnb has caught onto this wave in a big way. This autumn, the platform is launching "have u considered?," a campaign designed to put overlooked American towns on the map. They're working with influencers in art, comedy, and music to spotlight their favorite underrated destinations.
Three towns are getting the spotlight first: Hot Springs, Arkansas, with its thermal springs and historic bathhouse culture; Bemidji, Minnesota, sitting on the scenic southwest shore of Lake Bemidji and known as "The First City on the Mississippi"; and Gibsonton, Florida, a place with deep roots in circus and performing arts history. It's a smart play, targeting towns with genuine character rather than the usual suspects.
Longer Stays, Unexpected Places
The travel calendar itself is shifting. As travelers extend trips into shoulder seasons (fall and spring), they're using that extra time to explore beyond traditional hotspots. Ali Killam, Airbnb's editorial content lead, explained it this way: "Consumers are increasingly taking more weekend adventures in the fall, whether that's Gen Z chasing local lore, or a family packing the car for foliage and apple picking. We're seeing travelers look beyond traditional fall destinations to explore places that feel more personal, quirky and unexpected."
This aligns with broader consumer behavior. Modern travelers increasingly want to shape their trips around their interests, and Gen Z is leading that charge. They're after genuine cultural immersion and real experiences, not Instagram checkpoints.
The Paradox That Could Backfire
Here's where things get tricky. The very act of promoting these towns as "non-touristy" gems could ultimately destroy their appeal. Once a place gets mainstream attention (especially through a major platform's marketing push), the crowds follow. What made Hot Springs, Bemidji, or Gibsonton special in the first place is that they felt undiscovered.
There's real risk in the spotlight. If Gen Z travelers sense that a destination has become saturated or overhyped, they'll simply move on to the next obscure town. The mentality is clear: exclusive discovery beats popular destination every single time. So Airbnb's campaign, while well-intentioned, could become a victim of its own success. The moment these towns land on everyone's radar, they lose the exact quality that made them attractive in the first place.
For travelers planning their next escape, the lesson is straightforward. There's still time to visit these towns before they hit critical mass. In a few years, finding an authentic small-town experience might require digging even deeper into America's map.
