From Snowflake, Arizona to Stanley, Virginia, Airbnb highlights rural tourism growth and shifting traveller demand towards lesser-known US destinations, where short-term rentals are helping to drive local economies. Jenny Southan reports

Airbnb has launched its first “Off-the-Map” list, designed to encourage travellers to explore places beyond traditional tourist hotspots. The initiative reflects a broader shift in travel behaviour, with more people seeking quieter, less crowded locations that are closer to home.

The list features 20 destinations for 2026, ranging from coastal villages such as Sekiu in Washington to mountainous areas such as Pine Creek Gorge in Pennsylvania and remote towns including Arnaudville in Louisiana. These locations are typically underserved by hotels but are increasingly accessible through short-term rentals.

The move is supported by new data pointing to strong interest in rural travel. A Focaldata survey commissioned by Airbnb found that 86% of travellers are interested in visiting remote or rural destinations. Among Gen Z, this rises to 94%, showing particularly strong demand from younger Gen Z travellers. At the same time, travel patterns are becoming more local, with around 64% of Airbnb guests in the US in 2025 travelling within 300 miles of their destination.

Short-term rentals are playing a central role in enabling this shift. Across the US, 63% of census tracts have active Airbnb listings but no hotels. This means that in many rural areas, Airbnb properties are the main form of visitor accommodation, opening up destinations that were previously difficult to access for overnight stays.

The economic impact is significant. In 2025, Airbnb hosts earned more than US$9.9 billion in areas without hotels, accounting for nearly 40% of total US host earnings. This income is helping to support local economies that have historically seen little tourism activity. Once travellers arrive, spending extends beyond accommodation. According to Airbnb, 95% of guests say they are likely to shop and dine locally, with the average traveller spending more than US$775 per trip in nearby businesses in 2024.

In places like Arnaudville, Louisiana, this spending has a visible effect. “Every guest that comes here eats locally, they shop in the grocery store, or they stop at the brewery. We focus on making sure people that come here get to experience the culture of Louisiana, and the Cajun joie de vivre,” says Larry, an Airbnb host in the town.

Airbnb says its platform is helping to distribute tourism more evenly by directing visitors to areas that have not traditionally benefited from travel demand. This can help reduce pressure on popular destinations while creating new opportunities elsewhere.

“Short-term rentals have fundamentally changed who gets to benefit from tourism,” says Jordi Torres, managing director, Americas at Airbnb. “When travellers discover a unique Airbnb listing in a town they’ve never heard of, more than half say they’re inspired to visit for the first time. We want to help spread tourism opportunities to new areas, to lessen the burden on crowded hot spots and give these communities the chance to benefit from this growing trend.”

The company has also introduced tools designed to make hosting more accessible, including a simplified setup process, a co-host network and features such as AI-powered photo tours and redesigned messaging tools. These updates aim to support new hosts in rural areas where tourism infrastructure is still developing.

The full Airbnb off-the-map list spans a wide range of landscapes and regions, including coastal, desert and alpine environments. Destinations include Matador in Texas, Sodus Point in New York, Cedar Key in Florida, Haines in Alaska and Monte Vista in Colorado. By highlighting these locations, Airbnb is aiming to reshape how travellers discover destinations and encourage more balanced tourism growth across the country.