As U.S. Route 66 celebrates its 100th anniversary, travelers are flocking to historic small towns along the iconic highway in search of classic diners, neon signs and eclectic motels that evoke its heyday. In Amarillo, Texas, and nearby communities, the centennial has sparked renewed interest in the road that once carried millions of vacationers by automobile.
Route 66 author Jim Hinckley noted the dramatic growth in travel during the mid-20th century. "The trucking industry increased like 700% between 1939 and 1964. In 1964, 80% of people vacationed by automobile," Hinckley told Fox News. He described how the highway transformed small towns, only for many to decline after the route was decommissioned in the 1980s.
"Think 1939, you’ve got a million cars coming through your town in a year. And after the war, that increases, and all of a sudden it’s like someone turned off the tap," Hinckley said. The shift left behind rundown businesses in dozens of communities across the eight states the highway once traversed.
In the Texas town of Adrian, known as the geographical midpoint of Route 66, visitors continue to stop at landmarks like the Midpoint Café. Gary Daggett, president of the Old Route 66 Association of Texas and gift shop manager at the café, highlighted the enduring appeal. "It's the nostalgia, ya know, there's so much of American history here at Route 66," Daggett said.
Owner Brenda Hammit Bradley, who purchased the Midpoint Café in 2018, has become known for creative pie flavors including green chile apple and Elvis, a chocolate, peanut butter and banana combination. "Don’t get me wrong, it’s not that it’s not hard, because it’s a job, but it’s just fun, I get to meet awesome people," Bradley said, noting that more than 70% of her customers come from overseas.
Business owners along the route credit international travelers with keeping the highway vibrant. The Midpoint Café reportedly inspired Flo's V8 Restaurant in the Disney-Pixar film Cars, adding to its draw for fans of the movie and the historic road alike.
Just 15 minutes east in Vega, Texas, Dot's Mini Museum offers another glimpse into Route 66's past. Keila Bain, granddaughter of the museum's founder, described how the town was bypassed by Interstate 40 yet still attracts visitors seeking authentic experiences. "Our town was bypassed by I-40, but you know, there are a lot of people who travel, who love to go into the town, meet the people, see the places," Bain said.
The small museum, filled with 20th-century antiques, remains free to enter with an unlocked door. A guest book inside records names from dozens of countries, reflecting the global interest in the route. Bain recalled how her grandmother inspired a character in Cars and attended related movie events.
"The thing that's mostly missing about Dot's mini museum is Dot herself, because she was a lot of life and a lot of fun," Bain said. Similar guest books at other Route 66 attractions tally thousands of visitors each year.
Hinckley emphasized the human element behind the highway's lasting magic. "From its inception, what it's about is the people. It has always been about the people," he said. "That's what gives it that infectious magic and enthusiasm."
The centennial coincides with America's 250th anniversary, prompting additional events and promotions along the route. Towns once reduced to "bones of what once was" now see fresh energy from nostalgia seekers and international tourists alike.
Officials and local operators report steady foot traffic at key stops, though some communities continue to face challenges from bypassed infrastructure. The focus remains on preserving the eclectic attractions that defined the road for generations.