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Byway Consumer Research

In 2006-2007, FHWA and the America's Byways Resource Center funded the "Marketing: America's Byways Consumer Research," conducted by Longwoods International, to develop a better understanding of the market for byway travel.

General Travel Profile

The study looked at typical patterns for American travelers since the development of the National Scenic Byways Program. In particular, the Consumer Research study focused on three recognized travel purposes relevant, but not specific, to the byways market:

These three categories of travel represent more than half of all "marketable trips" (pleasure trips taken by car, recreational vehicle, or motorcycle) in 2006, touring trips accounted for 19 percent of marketable trips, outdoor travel accounted for 18 percent, and special event travel accounted for 14 percent. As Table 3 shows, each of these categories has been steadily growing over the past decade, with special event trips growing at 2.7 percent per year.

Table 3 : Estimated Trips by Type, 1994-2006 (millions of trips)
Year Touring Outdoors Special Event Total
1994 85 78 78 241
1996 88 69 82 239
1998 100 81 98 279
2000 110 78 98 286
2002 118 79 100 297
2004 114 86 108 308
2006 112 91 112 315
% Change, 1996-2006 27% 32% 37% 32%
Annual Growth 2.0% 2.3% 2.7% 2.3%
Updated: 09/03/2013
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