Route 66, the famous highway known as The Mother Road, turns 100 years old in 2026, and NTA is getting an early start on the centennial celebration by launching a program that helps tour operators create itineraries for multiday tours along the eight-state thoroughfare.
“We first told members about our Route 66 celebration in early March, and the response has been wonderful,” says NTA President Catherine Prather. “Our tour operators tell us that late 2024 is when they want to collect information for tours they’ll conduct in 2026, so we’re featuring Route 66 at Travel Exchange this November.”
The idea to connect NTA and the Route 66 centennial started with a conversation between Prather and longtime NTA member and leader Mark Hoffmann, who could well be the route’s biggest fan.
“66 is my passion. I love that old highway,” Hoffmann says. “It’s a snapshot of America’s last 100 years, and I’m happy NTA is pursuing this program.”
Hoffmann says Route 66 has something for everyone, starting with big-city Chicago and heading into rural America, with a steady stream of interesting characters along the way.
“I have a story for just about every stop on the road,” he says. “There are so many off-the-beaten-path characters you can meet.”
Photo by Normand Huberdeau
Hoffmann expects the media to soon pick up on the highway’s centennial, and the publicity will create demand for Route 66 that operators can turn into full or partial tours.
“Travel is so hot these days, and there’s nothing like Route 66. There are no other historic roads with this level of charm,” Hoffmann says. “It’s all so different, and you don’t have to do the whole road. You can do an 18-day tour, package three or four days, or just drive a little stretch of it and stop at a diner for lunch.”
At Travel Exchange ’24, set for Nov. 17–20 in Huntsville, Alabama, tour operators can gather details about destinations, attractions, restaurants, and experience providers located along Route 66, which runs from Chicago to the California coast. Operators can request business appointments with Route 66-sited sellers and also visit a special information area on the convention floor, which will include members like Renee Eichelberger of Explore St. Louis.
“I’m thrilled that Explore St. Louis will be part of the Route 66 Corridor at this year’s NTA Travel Exchange,” Eichelberger says. “It’s a fantastic opportunity to connect with NTA tour operators and showcase all the cool things St. Louis has to offer during the exciting Route 66 centennial celebration. This is a chance to put St. Louis on the map for travelers looking for a unique and historic Americana adventure.”
Other DMOs along America’s Main Street are joining St. Louis in the Route 66 Corridor at Travel Exchange, already including a city/state partnership. And NTA is just getting started, says Brooke Coulter, sales director for the association. Coulter, who represented NTA at IPW earlier this month, says enthusiasm for the Route 66 centennial is palpable.
“Domestic and international operators alike were buzzing about the excitement of seeing Route 66 come to life when I spoke with them at IPW,” Coulter says. “I spotted the iconic highway symbol around every corner, and each destination is an intriguing stop to make.”
In the months leading up to Travel Exchange, destinations and tour suppliers can share with NTA tour operators their Route 66 stories, events, and activities through sponsored content: articles submitted by members and published by NTA. The association will post the articles on NTAcourier.com at the start of September and then distribute them in print to tour operators at Travel Exchange ’24.
Prather says NTA is gathering resources and experts on Route 66 to ensure that all interested operators can learn about the highway’s rich history and iconic quirkiness, although the best sources of information are the members located on or near the route.
“Tour operators are asking for ideas and suggested itineraries, and nobody has more knowledge of an area than a DMO—what’s there and what’s on the way,” she said. “We’ll do everything we can to help our members work together and create fabulous adventures for all travelers—Americans, Canadians, and overseas visitors—who want to explore Route 66.”
For more information about NTA’s Route 66 centennial celebration, go to ntatravelexchange.com/sponsor/route-66-100th-anniversary-celebration/.
Top photo by ©Raksha/Adobe Stock
