Small Towns Get a Big Push with Competition

Travelers' love for small towns has officially coined a new trend and term: Townsizing.

Given credit for the term to Priceline, which says in its 2025 Trends Report that “travelers are choosing cozier destinations and opting for the laid-back vibes of small towns packed with comforting nostalgia and a leisurely pace.”

Such fondness for the little things is behind a friendly competition initiated by Parade and travel marketing platform Steller.

Voting is underway to crown America’s Favorite Small Town, defined as destinations with populations of 250,000 or less.

Fifty national finalists will be featured in a special print edition of Parade, which will team with Steller for an activation for the winning city’s July 4 parade. Sponsor giveaways, press coverage (a morning talk show feature is a possibility), and potential celebrity involvement are promoted for the big day, which also happens to be America’s 250th birthday.

More than 50,000 people had voted in the contest as of mid-January. Participants are entered into a drawing to win a $1,500 travel voucher to visit a destination of the winner’s choosing.

In the spirit that everyone is a winner, Steller’s editorial team has been busy creating itineraries for the nominated towns. These itineraries are published on the Steller website and accessible to all users.

“There's been such a great response to the program—so much enthusiasm from those submitting and from voters—we're excited about the momentum and are already thinking of how to replicate the activation in the future!” says Lisa Delaney, general manager and chief content officer of Parade and Arena Lifestyle Group.

Jade Broadus, vice president of business development at Steller, has been following along daily as the top 10 rankings change.

“You can tell when a destination has shared the contest,” she says.

Towns began self-nominating in October to be considered by the general voting public.

Each state has at least one nominee. Towns range from Reno, Nevada, “the Biggest Little City in the World,” to multiple parishes in Louisiana. Lodi, California, Grand Junction, Colorado, Seguin, Texas (30 minutes east of San Antonio), and Danville, Kentucky are notable go-getters in pushing for the vote based on recent results.

“Small towns are the heart and soul of America,” Broadus and Delaney both say.

Priceline’s study shows they are not alone. Interestingly, Generation Z is among the travel trendsetters as they seek authentic experiences.

Nothing against major cities, small towns have a certain charm, notes Broadus.

“They offer unique experiences and personalities,” says Broadus, using the example that it would be far easier to meet a museum curator in a smaller town than a capital city.

Voting is open through January 21.