As statistics show a trend toward a more urban market, or people moving to cities, an opportunity arises for rural areas to capitalize on the quaint weekend in the country, according to Linnea Iantria, director of the geotourism program at Missouri State University. In spring 2015, she and her students created the Homegrown Highway as a throwback to a rural road trip with unique experiences built in that would increase tourism in rural Missouri.

“Essentially the Homegrown Highway packages little known gems that highlight the uniqueness of the area’s culture,” said Iantria. “It’s not just a restaurant or a hotel. What we want are stories for people to want to engage with and travel this three-hour loop.”

Her practicum students annually develop tourism strategies for communities. To date, they’ve completed five in Missouri and two in Jamaica. When her students were asked to create a strategy for Fordland, they quickly realized that a plan developed around this one town would not improve economic development in the area very much. So instead, they developed a plan around five communities including 43 points of interest.

“The whole idea is to protect the culture and heritage, but it’s a rural area and so what we’re doing is enhancing that rural-ness,” she said.

Learn more

On Jan. 6, Iantria will host a workshop on the development of tourism in Wright and Webster counties featuring speakers from the Missouri Department of Tourism, Missouri Department of Transportation (MODOT) and the U.S. Department of Agriculture and more.

For more information, contact Linnea Iantria at (417) 836-4486.

“Hot Topic – Expert Source” releases are a tool the office of university communications provides to assist media in locating a university source to comment on a particular subject or issue. The opinions expressed by the expert are those of a specific individual and are not necessarily representative of the views of the university.

If you’re interested in learning more about the project or asking for help in your own community, contact Linnea Iantria at LIantria@missouristate.edu.