The Mayberry Effect

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Move over Disneyworld, Small Town U.S.A. has become a destination of choice. Sixty-two percent of U.S. adults, or 87 million, have taken a trip to a small town or village within the past three years, according to the Travel Industry Association of America. Some travelers are seeking a little R and R, but most are meeting up with Uncle Bob or other relatives and friends. But embarking on a rural road trip for the fun of it seems to be a Boomer thing: While nearly 59 percent of Gen Xers and Gen Ys, and nearly half of all seniors (48 percent), travel to rural spots primarily to visit friends or relatives, only 31 percent of Baby Boomers go for that purpose. Instead, 21 percent of Baby Boomers say they head for the heartland primarily for personal travel and 17 percent cite outdoor recreation.

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