Hitting the Road, Seeing the Sights

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Along with 9% mortgages, roadside diners and the Everly Brothers, the all- American vacation is making a comeback. As millions of tourists enter the last items in their summer itineraries, they are setting out to explore what John Steinbeck called "this monster of a land." Travelers will be driving down country roads, hiking in the mountains, jogging on the beach. Their expeditions will spark a business boom for hotel owners and cruise operators, car-rental companies and motor-home manufacturers. In all, some 92 million Americans and 24 million foreigners are expected to vacation in the U.S. this year. As a result, revenues for the U.S. tourist industry may reach a record $280 billion, up some 10% from last year.

Several forces have converged to generate the surge in domestic travel. The recent outbreaks of international terrorism have made many people uneasy about taking European vacations. In addition, the sharp decline in the value of the dollar, which has dropped 18% during the past year against an average of major currencies, makes journeys to other countries more expensive and less attractive to many Americans. At the same time, the dollar's dip makes U.S. tourist spots a bargain for foreigners. If all that were not enough, the falling price of gasoline (83 cents per gal. for regular unleaded, vs. $1.17 in September) has made it especially appealing for Americans to hit the road. In short, the forecast for the U.S. travel industry is sunny and clear all the way.

At some destinations, vacant rooms are already in short supply. The 4,600- unit Aston hotel chain in Maui, Hawaii, is completely booked for much of the summer season. Sales are also brisk at less renowned vacation spots: Rock City Gardens, a scenic 14-acre spot atop Lookout Mountain near Chattanooga, Tenn., is attracting 20% more visitors than last year. At Best Western Hotels, the world's largest lodging chain, reservations are up 36% at its 1,892 U.S. hotels.

The crush is growing increasingly intense as Americans drop plans to go to Europe. At the Fontainebleau Hilton Resort in Miami Beach last week, Kenji Seki, a Los Angeles restaurant manager, was enjoying the sun and surf. Three weeks ago, he canceled a trip to Monte Carlo because he was wary of traveling abroad. When a group of women from Pasadena, Calif., arrived at the Santa Fe Opera Theater last week, a member of the group explained that "we're supposed to be in Madrid, but we came here instead."

Many of the American travelers are heading south. For ten years running, Florida has remained the most popular state for tourists. One reason: the Disney World amusement park in Orlando, the single most popular destination in the U.S. This year Disney may surpass its record of attracting 22 million visitors. The number of campsites in the area has increased 50% in the past eight months, to a total of 12,000. Disney World has also boosted the number of its hotel rooms 10% in the past year.

The West Coast, a perennial favorite for vacationers, should attract more than the usual mob this season. Many families who are planning their vacations around Expo 86, the world's fair in Vancouver, B.C., will head down to the Pacific Northwest and California coasts. As a result, Seattle expects record crowds this summer. The city's Gray Line Tours reports that bookings on some of its trips are already up sixfold.