Destination Underknown: How Second Cities Can Win Travelers in a Softer Economy
May 5, 2026
Financial uncertainty makes a lot of destination marketers uneasy. Totally fair. When money feels tighter, travel is supposed to be the first thing people cut.
Except… that’s not really what happens.
People don’t stop traveling. They get more selective. More deliberate. Less interested in default choices and more focused on getting it right. Before booking, they tend to ask one question: Is this really worth it?
That question changes the competitive landscape. Because right now, travelers aren’t chasing bragging rights. They’re chasing experiences that feel smart, personal, and satisfying—without the sticker shock or shoulder‑to‑shoulder crowds. That’s a good place to be if you’re not a headline destination.
The Case for Being the Better Option
Marquee destinations will always have momentum. They’re famous for a reason. But fame also comes with higher prices, longer lines and increasingly copy‑and‑paste experiences. For travelers watching their budgets, that equation starts to feel off.
Second cities offer a different kind of value. And not the “it’s cheaper, so deal with it” kind. We’re talking about places where affordability pairs with authenticity. Where exploring feels less transactional and more discovered. Where visitors don’t feel like they’re moving through someone else’s itinerary.
The win here isn’t about trying to outshine the biggest names. It’s to be the option travelers feel confident choosing—because you’ve made it clear you offer something the bigger, more popular destinations can’t.
Showing Up in AI Search Results
Decision fatigue is real, which explains why travelers are using AI to narrow things down. Instead of scrolling endlessly, they’re asking simple questions like: Where should I go for a long weekend? or What’s an affordable summer trip with kids?
Here’s the catch: AI can only recommend what it understands.
For lesser‑known destinations, this means visibility isn’t about being the biggest. It’s about being clearly defined and consistently described across the content ecosystem AI pulls from. Destinations that publish thoughtful, experience‑led content—stories that articulate what the place is known for, who it’s right for and why it’s worth the trip—are far more likely to appear in AI‑generated answers.
In other words, if you don’t tell your story clearly, AI will fill in the blanks. And that usually favors the usual suspects.
AI helps travelers narrow options. Destinations that come with clarity earn consideration.
Using Nostalgia to Your Advantage
When money feels uncertain, people gravitate toward familiarity. Not because they want boring trips, but because familiar experiences feel safer, more grounded, more worth it.
That’s fueling nostalgia‑leaning travel. Not recreating the past but recreating how travel used to feel—slower, simpler, less programmed.
This applies especially well to families. A destination you’ve visited before can feel completely new when you experience it through your kids’ eyes. Smaller towns, walkable downtowns, and hands-on experiences shine here. And many second cities already offer this without fully realizing how powerful it is.
Proof That Difference Actually Works
We’ve seen this firsthand. In Oconomowoc, Wis., a small town with plenty of charm but limited awareness. We helped create an augmented reality walking tour that added a layer of discovery to the town itself. Same streets. Different view. New reason to explore.
We also helped shine a light on Montana’s Dinosaur Trail, using the state’s prehistoric history as a unifying hook to pull travelers into lesser‑known parts of the state. The result was increased visitation to communities like Bynum—places that weren’t always top of mind, but absolutely worth the trip.
The Real Opportunity
Here’s the thing: many under‑the‑radar destinations already have what travelers want. The gap isn’t assets. It’s articulation.
In a crowded, cautious travel market, the destinations that stand out won’t be the loudest or the most familiar. They’ll be the ones that know exactly who they’re for, why they matter, and how they stand out. The ones who own what makes them special and unapologetically show up with conviction and clarity for the people who matter most.
Because that’s what it takes to win.
Want to learn more? Check out some of the destinations we’ve helped earn attention—and arrivals.
Angie has more than 25 years of advertising and brand-building experience, servicing travel and tourism accounts for many years. She’s managed accounts for destination marketing organizations that include Illinois Office of Tourism, Montana Office of Tourism, Outer Banks Visitors Bureau, Wisconsin Dells Visitor and Convention Bureau, and Elkhart Lake Tourism Commission, and worked with travel companies such as Funjet Vacations and DELSEY Luggage.
