Linda Schenk

The 2026 travel season is shaping up to be one of the strongest in recent years for communities connected to the Great River Road, as tourism officials, visitor centers, and educational attractions across the Mississippi River corridor report increased national recognition, rising visitor interest, and stronger economic activity.

Stretching nearly 3,000 miles through 10 states from Minnesota to Louisiana, the Great River Road was recently named the “Best Scenic Drive in America” in the 2025 and 2026 USA Today 10Best Readers’ Choice Awards. The Road also gained the distinction of being one of only 37 “All American Roads.” Tourism leaders say these recognitions have helped generate renewed attention from road-trippers, outdoor travelers and tourism groups.

Roughly 61 percent of visitors are age 45 and older, although tourism agencies also report growing interest from younger travelers seeking outdoor recreation and flexible road-trip itineraries. In the Upper Midwest, communities in Minnesota, Wisconsin and Iowa continue to benefit from strong seasonal traffic tied to bluff country scenery, hiking, birding and large charter tourism. Tourism leaders say one notable trend in 2026 is the rise in “unstructured travel,” with many visitors choosing spontaneous stops rather than tightly scheduled itineraries. That pattern has created opportunities for smaller river towns and local visitor centers to attract travelers seeking scenic overlooks, cultural exhibits and educational experiences. The Great River Road Visitor and Learning Center accommodates just that, spectacular vistas of the mighty Mississippi River, thoughtfully curated and beautifully designed new cultural exhibits, a refreshed center, and multiple educational programs all free and family friendly.

The Mississippi River Parkway Commission and partner organizations have expanded educational outreach through the Great River Road Pollinator Trail initiative, which combines conservation, tourism and public learning opportunities. Our Freedom Park enjoys the benefits of multiple pollinator gardens all thoughtfully laid out and maintained by our Stewards of the Park, an all-volunteer group. Visitors will be awarded a breathtaking experience through our gardens. Our center was recently awarded the “Trillium Award” from the Cooper Hansen Habitat Initiative. This award was given to us in recognition of our conservation leadership, education and preservation at Freedom Park. We are so thankful and honored to have received this impactful award!

According to tourism and byway officials, travelers along the route spend an estimated $2.14 billion annually in river communities. Travel metrics gathered from our center’s 2025 travel season were sent to the Wisconsin Department of Tourism. This department compiled an Economic Impact Report for our center. These are the results; the center hosted over 13,000 visitors in 2025 (this does not account for those who did not come into the center) from over 20 different countries, and 46 different states (this does not account for those individuals who did not sign our guestbook.) These metrics were plugged into the resident/non-resident economic impact model. Our center’s economic impact states a $1,338,679 for the state of Wisconsin. Our small center has a strong and impactful reach in the world!

As summer and fall travel seasons continue, visitor and learning centers along the Great River Road are preparing for increased attendance tied to scenic driving along the Mississippi River. Our Great River Road Visitor and Learning Center is ready with open doors to welcome all our 2026 travelers and Prescott community members! We look forward to meeting you at the center! Travel Season is May 1 to Oct. 31, 2026. Hours: Monday is closed, Tuesday to Saturday 10 a.m. to 5 p.m., Sunday noon to 5 p.m. November to May weekends only.

Learn more at www.freedomparkwi.org