When you think of places to visit in the US, what comes to mind? Certainly New York or LA, maybe Chicago, Seattle or Orlando. But have you ever considered taking that trip to Iowa City? I thought not. And that brings me to this very list of cities worth visiting that may never pop up on your radar. Some have a strong arts scene, others offer access to the outdoors, and one even has a Bucc-ee’s!
To be considered for this list, I put my Economics degree to use and came up with two criteria:
1. A city must have a metro population of less than 3,000,000. This excludes many of the too obvious spots like Miami, Boston and New York.
2. Of all employees in a city, no more than 10% can work in a leisure or hospitality-related role (think hotels, restaurants and entertainment) to weed out cities you would think to go to. This data comes from FRED, the Federal Reserve Bank of St. Louis’s data aggregation and visualization tool (and the same site we used in my ECON 400 class).
Iowa City, IA
% Leisure Employees: 10%
Home to the University of Iowa and situated along the banks of the Iowa River, Iowa City may not be the first college town you think of, but it’s just as quintessential as Chapel Hill, Charlottesville or Athens with an added bit of panache. Downtown’s pedestrian mall is full of good eats; Nodo for sandwiches, burgers from Burger Haul and crepes from Crepes de Luxe Cafe are highlights, but the list runs far deeper. It’s also home to Prairie Lights Books and Cafe, which just scratches the surface of the deep literary history of the city. The University’s storied writing program has attracted over 1,600 in-residence writers representing 160 countries and helped Iowa City become the first UNESCO City of Literature in North America.
On the sports side, Iowa athletics is the biggest game in town (literally), highlighted by the wrestling team’s 24 national championships. Saturdays in the fall are perhaps the most special time in Iowa City, though. Kinnick Stadium seats 69,000 Iowa fans who begin each game by turning to the adjacent children’s hospital and waving at the kids inside; it’s arguably the best tradition in college athletics.
Iowa City has a near-perfect blend of community, food, sports, and culture; there’s something here for everyone–just make sure you wear your black and gold!
Madison, WI
% Leisure Employees: 9%
What’s not to love about Madison? The capital of Wisconsin is one of only two cities in the US set on an isthmus between two lakes (the other being Seattle), so miles of shoreline give way to a vibrant downtown, the University of Wisconsin, and a stunning capitol building. Everything feels connected–because it is; nearly every point of interest in the city fits within a radius of two miles, making for the perfect mix of water, education and funky downtown vibes.
There is a seemingly endless list of activities which can take place within these two miles. If you’re outdoorsy, Madison’s dozens of miles of bike trails have helped it earn the “Bike Capital of the Midwest” moniker while kayaking on Lakes Mendota, Monona and Wingra is about as turnkey as it gets. The UW Arboretum is considered the birthplace of ecological restoration and at the Terrace at Memorial Union, you can take in the sun on the shores of the lake, catch a live concert, or participate in a guided SUP excursion.
Madison also has more restaurants per capita than nearly any other city in the US. The quality of food is high enough that you could point to a random place on a map and leave impressed. Local favorites like Madison Sourdough, Paul’s Pel’mini and Marigold Kitchen are strong picks and the ice cream at Ice Cream Social is world-class. The Dane County Farmers’ Market is held on the grounds of the Capitol and is the largest producer-only market in the country.
Fayetteville/Bentonville, AR
% Leisure Employees: 9%
Did someone say Walmart? Northwest Arkansas–comprised of Fayetteville, Bentonville, Springdale and Rogers–can attribute much of its explosive growth and top-tier cultural attractions to Walmart’s headquarters and the $19 billion of revenue the company generated in 2024. The University of Arkansas brings the college town atmosphere to the region, so good eats and thrilling gamedays are easy to find.
Any visit to the region must include Crystal Bridges Museum of American Art. Alice Walton, heiress to the Walmart fortune, contributed over $300 million to develop a collection featuring Warhol, O’Keeffe and Rockwell plus a nod to the nature of the Ozarks, located just south of the region. The museum’s forested grounds include walking trails and a connection to the Slaughter Pen system, featuring over 300 miles of mountain biking through rocky hills.
Just down I-49, Fayetteville is a hive of activity emanating from the University. Beer flows freely on Dickson Street and good eats are just as easy to find–Hammontree’s whips up gourmet grilled cheese while Hugo’s–a staple since the 70s–dishes out burgers in a basement on the square. Keep on driving and you’ll reach the Ozark and Ouachita National Forests plus Devil’s Den State Park; plenty of outdoor activites are easily accessible, and a hike to Yellow Rock or Hawksbill Crag is well worth your while. And it’s guaranteed: no other region better combines Fortune 1 business with art, eats and the outdoors than Northwest Arkansas.
Eugene, OR
% Leisure Employees: 9%
What was a quiet college town was forever transformed when in the mid-60s, Bill Bowerman and Phil Knight founded what is now Nike in Eugene. Since then, Knight has given over a billion dollars to the University of Oregon, the engine behind the local economy. The school’s largest library is named after Knight, a law school building after Knight’s father and an entire section of campus–the Knight Campus for Accelerating Scientific Impact–bears the Nike co-founder’s name.
Any college-town visit should start on campus, and Eugene is no exception. The athletic complex, including Autzen Stadium (football) and Hayward Field (track and field including Olympic Trials) are among the best in the country while nature enthusiasts will appreciate the 500 species of trees on campus. Just a short walk away, downtown Eugene brims with restaurants aplenty like Placido’s for pasta and Bing King for jianbing, a Chinese street food.
Eugene’s location in the Willamette Valley means not only top-tier pinot is nearby, but the coast is an hour west while mountains are an hour east. Thor’s Well and the surrounding coastal towns are noteworthy for water-lovers while Spencer and Skinner Buttes are favorites for a quick hike There’s something for everyone here, and if you happen to be here for an Oregon football home game…Go Ducks!
Kansas City, MO
% Leisure Employees: 10%
The biggest city on the list, Kansas City’s got a lot going for it: legendary barbecue, an expansive arts and culture scene, world-class sports, and a burgeoning craft beer community. And you can choose your own adventure by staying on the Kansas side or the Missouri side!
KC blends history and modernity as well as any city: in the 18th & Vine District, known as a cradle of American jazz, the American Jazz Museum abuts the Negro Leagues Baseball Museum, both acclaimed for their portrayal of unique and critical parts of American history. Just a mile down the road is the Crossroads Arts District, where breweries like Torn Label and Casual Animal sit feet from a dozen art galleries, a distillery, and the Kansas City Symphony. KC is also home to The National WWI Museum and Memorial and the (unbelievably) free Nelson-Atkins Museum of Art, two world-class cultural institutions.
The big city’s also got some big city perks, with NFL, MLB, MLS and NWSL teams, a well-connected airport, and plenty of hotels for any budget. And if you’re into fountains, KC has more than 200–second only to Rome.
Conclusion
From the lush greenery of Eugene to the metropolis of Kansas City to the downright completely unexpected grandeur of Iowa City, the US has so much to offer that’s well off the beaten path. What’s the city that’s caught you most by surprise? Drop a note in the comments!
Leave a Reply