Route 66, known as "The Main Street of America," celebrated its centennial this year, drawing thousands of travelers along its historic 2,500-mile stretch from Chicago to Santa Monica, California. The highway, which gained fame as a symbol of freedom and Americana, has experienced a resurgence in popularity fueled in part by nostalgia and its enduring cultural legacy.
Tours like the one led by Wolfgang Werz, a former ski instructor from Germany, have attracted international visitors eager to experience the iconic route. Werz and his group of German and Swiss motorcyclists traversed key stops in Missouri, including the Wagon Wheel Motel in Cuba and the Devil’s Elbow Bridge, reflecting the typical pace of a two-week journey. Enthusiasts often cite the route’s blend of vintage motels, diners, gas stations, and roadside attractions decorated with neon signs and memorabilia as a major draw.
Business owners along the route reported a notable boost in activity tied to the centennial celebrations. Jennifer Brennan, co-owner of a gift shop in Cuba, Missouri, said sales had increased by about 50 percent during the summer, particularly with items like magnets and apparel popular among tourists. Local economic impact studies suggest that international visitors, who constitute over a third of tourists on Route 66, tend to spend more and stay longer than their American counterparts. For example, visitors from 45 countries contributed nearly $5.7 million to Joplin, Missouri’s economy last year.
The appeal of Route 66 extends beyond the United States, with active associations and dedicated fans in Europe, Japan, South America, and Australia. These international travelers often seek what they describe as a glimpse of a "lost America," drawn to the road’s portrayal in literature and popular culture, including John Steinbeck’s "The Grapes of Wrath" and the 2006 animated film "Cars," which introduced younger generations to Route 66 lore. Social media and viral challenges, like the eating contest at the Big Texan Steak Ranch in Texas, have further expanded the road’s contemporary relevance.
While many visitors embrace the experience for its historic charm and natural beauty, some observers point to a more complex past. Particularly in the segregated South and Midwest, Route 66 included areas subject to Jim Crow laws, where Black travelers faced discrimination and exclusion. The Threatt Filling Station near Oklahoma City stands as one of the few remaining reminders of Black-owned businesses that served African American motorists seeking safe accommodations during the era of sundown towns.
Despite occasional cancellations by travelers concerned about political tensions in the U.S. and the rising costs of travel, Route 66 has generally maintained a reputation as a largely apolitical refuge. Riders and shopkeepers alike emphasize the enduring friendliness and communal spirit that define the journey, often describing Route 66 not just as a highway but as a vibrant cultural corridor connecting diverse people and stories.
As the highway embarks on its second century, efforts to preserve and revitalize the route continue. Historic signage initiatives, murals, and musical roads that play Woody Guthrie’s "This Land Is Your Land" underscore the region’s commitment to celebrating and sustaining the legacy of this iconic American road. For many travelers, completing the full route remains a once-in-a-lifetime pilgrimage, marked with commemorative certificates sold at the Santa Monica Pier, where the official end of Route 66 is found.
Ultimately, the road’s enduring charm lies as much in the people met along the way as in the journey itself. As historian Jim Hinckley noted, “Route 66 — it’s the people. It’s a highway that doesn’t even exist,” underscoring the blend of myth, memory, and lived experience that defines this century-old symbol of American culture.