Gravel cyclists, vanlifers, mountain bikers, and hikers are more than weekend warriors—they’re a town’s untapped economy. Adventure tourism has emerged as a powerful driver of economic growth, especially for rural communities seeking to diversify income streams and revitalize struggling local economies.


I think about this every time I go mountain biking or gravel riding. Wherever I go, I aim to stop for food and drinks. Am I making an impact? Maybe not alone, but if a town becomes a cycling destination, yes.

Research indicates that mountain biking tourism can significantly boost local economies, with visiting cyclists often spending considerable amounts in the communities they visit. For instance, a study focusing on the Nantahala and Pisgah National Forests in North Carolina found that mountain biking visitors spend an estimated $30.2 million annually in the surrounding areas, supporting 366 full-time jobs and generating $9 million in job income.


Similarly, in northwest Wisconsin, the Chequamegon Area Mountain Bike Association reported that non-local mountain bikers spend approximately $200 per day during their visits, contributing to a total annual economic impact of $7.8 million.


These expenditures typically cover accommodations, dining, equipment rentals, and other local services, underscoring the substantial financial contributions that mountain biking tourists make to host communities.

Why Adventure Tourism Matters for Small Towns


Small towns, particularly out West, face economic challenges due to declining industries and limited job opportunities. Yet, they possess unique outdoor assets—scenic landscapes, trails, and open spaces—that appeal to adventure tourists. Unlike traditional tourism, adventure tourism attracts high-spending travelers seeking authentic experiences.


The Economic Impact of Adventure Tourism


Adventure tourists typically spend more on:


  • Local accommodations – Campgrounds, boutique hotels, Airbnb stays.
  • Food and Beverage – Local cafes, breweries, and restaurants.
  • Outdoor Gear and Rentals – Biking, hiking, and climbing equipment.
  • Experiences and Tours – Guided hikes, adventure races, and cultural tours.

Lessons from Cycling Races in Rural Communities


Speaking with several race organizers putting on one-day or multi-day gravel or mountain bike races, they have pointed out how adventure tourism can economically impact small towns. Some of these communities may have a population of 600-800 people, whereas others, like Douglas (Arizona), have over 15,000 residents. As a result, the impact is seen and felt differently.


The potential impact looks something like this: Host a race that brings hundreds of cyclists, generating revenue for local businesses.

  • Economic Boost: Hotels, restaurants, and local shops see increased sales during event weekends.
  • Community Engagement: Collaborate with local stakeholders to enhance visitor experiences, leading to repeat tourism.
  • Digital Marketing Success: Leverage social media and user-generated content to amplify reach and attract niche adventure tourists.

How Small Towns Can Leverage Adventure Tourism


  1. Identify and Develop Outdoor Assets: Map out trails, parks, and scenic routes to attract adventure tourists.
  2. Create Destination Events: Host races, festivals, or outdoor competitions to draw tourists and generate economic activity.
  3. Build Partnerships: Collaborate with local businesses, tourism boards, and influencers to promote events and experiences.
  4. Invest in Digital Marketing: Utilize social media, SEO, and content marketing to reach niche audiences.
  5. Focus on Community Involvement: Engage local residents and stakeholders to ensure tourism benefits the community.

Rethinking Rural Economies


Can adventure tourism be the economic lifeline for struggling small towns? Let’s discuss how communities can capitalize on their outdoor assets. If you’re a policymaker or local business owner, adventure tourism could be the key to economic revitalization.


This is the third article in our series exploring how digital marketing and branding can drive tourism growth in struggling rural communities. Stay tuned for the next installment: Making It Happen: A Roadmap for Small Towns.