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Vibrant fall colors drive tourists to towns like Stowe, Vermont. Photo by BackyardProduction.
Fall is almost upon us, and with it comes the annual natural performance of fall foliage. Every year, people across the US review forecasts and travel near and far to witness the brilliant reds, oranges, and yellows that define the season. At the same time, they book rooms in quaint hotels, eat meals in local restaurants, and browse in country stores and farmers’ markets, spending money in small towns and rural communities.
Foliage tourism is one of the most popular tourist activities in the fall, generating billions of dollars in economic activity and offering unique and engaging local events and attractions. Is your Main Street ready for the leaf peepers?
The exact economic impact of fall foliage tourism is difficult to quantify, but it is likely in the billions. According to the Boston Globe, the National Park Service estimates that fall tourists spend over $8 billion in the New England region each year. Data shows that October is the busiest season for the Blue Ridge Parkway and Western North Carolina, bringing in $600 to $800 million in Asheville, North Carolina. The Michigan Department of Tourism found that the fall foliage season generates over $1 billion in revenue for the state. The foliage craze has also taken over the western half of the country. Colorado Parks and Wildlife lists the season as one of the busiest times for their state parks, and Oregon and Washington have also become destinations for fall foliage tourism.
This economic impact is often concentrated in smaller and rural communities, supporting workers and businesses as they transition to the slower winter season. Hotels, restaurants, local attractions, farms, and retail all receive a late-season boost from leaf peepers.
The fall foliage market is undergoing significant shifts. Climate change is pushing peak foliage dates later and later, and increasing heavy rainfall events are changing tree biology and dulling the bright colors. As weather patterns continue to shift, traditional leaf-peeping destinations may be replaced by new ones with more favorable climates. At the same time, social media influencers are driving a growing craze for the prettiest photos, and a single geolocation tag from a large account can attract thousands of tourists to a specific viewpoint.
Fall foliage is a big deal — with big competition. Communities competing for a leaf peeper’s attention must offer more than just bright colors. Fall events are a great way to draw additional attention to your town and turn it into a destination along the fall foliage journey. I spoke to two Main Street communities that are making the most of fall foliage.
Manassas, Virginia, celebrates the season at its annual Fall Jubilee. Photo courtesy of Historic Manassas.
Historic Manassas’ annual Fall Jubilee celebrates the beauty of fall every October. This family-friendly, community-focused event features over 100 craft and community booths, delicious food and drinks, live music, entertainment, and more. The event takes over the entire downtown, encouraging people to explore small businesses, restaurants, and local artists. Approximately 15,000 to 18,000 people attend the event each year, which provides a significant boost to the local economy.
Bedford celebrates fall at the Fall Foliage Festival. Photo courtesy of Bedford Fall Foliage Festival.
The Bedford Fall Foliage Festival is one of Pennsylvania’s most beloved fall events, drawing approximately 70,000 visitors over two weekends each October. The festival features over 400 juried artisans and vendors, a diverse range of food options, live entertainment, children’s activities, and an antique car parade. Set against the backdrop of our historic downtown and vibrant fall colors, it truly captures the charm of Bedford.
The economic impact on the community is significant, as the festival provides a tremendous boost for local businesses, restaurants, lodging, and attractions. It has become not only a cherished tradition for residents but also a regional destination for visitors seeking a classic fall experience in a Main Street community.
Fall foliage tourism is just the start of the many environmental opportunities that Main Streets can leverage. Whether you’re welcoming leaf peepers, outfitting hikers and explorers, or supporting nearby natural resources, outdoor recreation can have a big impact on your downtown. For more on this topic, check out Nature-Based Placemaking, a handbook developed by the Pennsylvania Downtown Center that provides the steps you can take to implement a nature-based placemaking strategy.
Downtown Decorations, a Main Street America Allied Member, is this quarter’s Main Spotlight advertiser. For more information about what they do to support Main Street organizations, click here.
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