Government Designations Add to Marketing Value

Government-based designations such as National Scenic Byway/All-American Road, National Recreation Trail, and National Park all add to the marketing value of a destination.

Often, the federal agency bestowing the designation conducts at least generalized promotion that could be considered an in-kind value to a byway organization. That value indirectly generates visitation that generates economic value into the region, if not into the byway organization. Financial sustainability may be impacted if the byway organization operates a visitor center, gift shop, or attraction in the area that has the titled designation.

Other organizations, such as the National Trust for Historic Preservation that annually designates a “Dozen Distinctive Destinations,” may bestow "titles" that can create consumer interest in the byway.