America’s Byways® Product Experience vs. Perception —National 

Percent who strongly agree*

There is no better way to see America than by the open road
Traveled on AB route in Past 3 Yrs: 72%
Never Traveled on AB route: 58%

Offers great opportunities to learn about history/culture
Traveled on AB route in Past 3 Yrs: 73%
Never Traveled on AB route: 57%

A great way to discover some of America's distinct local communities
Traveled on AB route in Past 3 Yrs: 74%
Never Traveled on AB route: 57%

A great way to see some of America's greatest icons
Traveled on AB route in Past 3 Yrs: 75%
Never Traveled on AB route: 55%

The America's Byways assists in the stewardship & preservation of America's historical, cultural & scenic resources
Traveled on AB route in Past 3 Yrs: 87%
Never Traveled on AB route: 55%

Lots of things to see and do
Traveled on AB route in Past 3 Yrs: 75%
Never Traveled on AB route: 51%

Offers a superior travel experience
Traveled on AB route in Past 3 Yrs: 89%
Never Traveled on AB route: 45%

A great way to take a vacation
Traveled on AB route in Past 3 Yrs: 86%
Never Traveled on AB route: 44%

The America's Byways program offers an easy way to plan my trip
Traveled on AB route in Past 3 Yrs: 48%
Never Traveled on AB route: 38%


* 8-10 rating on a 10-pt. ‘Agree/Disagree’ scale 



Figure: Likelihood of Traveling on America’s Byways® Route In Next 2 Years 

National
Probably Will: 32%
Definitely Will: 12%

Northeast
Probably Will: 29%
Definitely Will: 11%

South 
Probably Will: 32%
Definitely Will: 9%

Midwest
Probably Will: 37%
Definitely Will: 10%

Mountain/Southwest
Probably Will: 32%
Definitely Will: 13%

Pacific
Probably Will: 32%
Definitely Will: 16%


Figure: Likelihood of Traveling on America’s Byways® Route — Pre vs. Post- Communication 

% Who Definitely/Probably Will

National
Pre: 44%
Post: 60%

Northeast
Pre: 39%
Post: 55%

South 
Pre: 41%
Post: 58%

Midwest
Pre: 47%
Post: 64%

Mountain/Southwest
Pre: 45%
Post: 58%

Pacific
Pre: 48%
Post: 63%