BIG GROWTH FOR SMALL MARKETS.

The rise of destinations less traveled.

Big cities and iconic attractions will always be top-of-mind for travelers. But as the industry reheats and people desire shiny new toys, smaller cities and out-of-the-way destinations are poised to share the spotlight. Early last year, for instance, Yahoo counted down the 20 fastest-growing U.S. vacation destinations, with well-known settings such as San Diego, Vail, and Orlando, but also Boise, Bozeman, and Bend. More recently, The New York Times trumpeted “52 Places for a Changed World,” highlighting Cleveland not for the Rock & Roll Hall of Fame but for an innovative hospitality-inspired program to teach prisoners a new trade, and Queens, which the newspaper says “wants you to show up hungry.”

At heart, as Travel + Leisure noted in “The Best Small Cities in America,” destinations such as Telluride, Colorado, and St. Augustine, Florida, appeal by offering “their own set of unique, memorable experiences,” as well as “something for every type of traveler.” Meanwhile, Amina Dearmon, owner of Perspectives Travel in New Orleans, told Travel Pulse that “domestic destinations that have global influences” are likely to be hotspots this year. We’ll also add those with authentic local culture, proximity to major cities, and attractions indoors and out.

In the lesser-known West Valley outside of Phoenix, The Wigwam oasis resort capitalizes on 100-plus years of history, including as a retreat for execs of Goodyear Tire & Rubber back in the day. The hotel is big on family-friendly and culinary offerings, with holiday seasons packed with programming, and guests can bask in Arizona warmth with three swimming pools, nine lit tennis courts, and three championship golf courses.

Further afield, or ashore, Destin-Fort Walton Beach, Florida, recently scored a handful of local and national awards for campaigns encouraging family travel to its slice of the Panhandle. Amid the pandemic, the destination launched new tourism products and campaigns including “Venture Out,” a series of adventure packs designed with expert input from local moms. The packs welcomed locals and visitors to experience pairings of various water adventures with local dining offered at businesses that had taken extra precautions to ensure health and safety.

Hotels that play off the above should be in position to prosper. In downtown Providence, Rhode Island, the new luxury boutique The Beatrice has “local” written all over it, with design inspired by the late, lifelong Rhode Islander, community leader and philanthropist Beatrice Temkin, mother of developer Joseph R. Paolino, Jr., a former Mayor of Providence. Set within a historic building steps from the site of the renowned art experience WaterFire, which regularly draws more than 1 million visitors, The Beatrice offers guests access to its private, members-only rooftop Bellini Club, as well as the only Bellini Restaurant by legendary Italian hospitality group Cipriani in New England. Even Boston, less than an hour away, can’t claim one of those.