The Road Ahead: Oklahoma and the Route 66 Centennial

By Todd Stallbaumer, Oklahoma Tourism & Recreation Department

As we approach the 2026 Route 66 Centennial, few opportunities rival what lies ahead forthe group travel industry—and Oklahoma is ready to lead the celebration. For tour planners, this milestone represents far more than an anniversary. It’s a chance to tap into one of the most recognizable travel brands in the world and deliver authentic, high-value experiences that resonate with every kind of traveler.

The 2026 milestone events taking place are an excellent way to create destination awareness and welcoming messages for all of the world. Not only do these events allow foran extraordinary amount of activities for groups to encounter, they create a dynamic that features areas that are sometimes overlooked. With the most drivable miles of Route 66 and a deep connection to its history, Oklahoma is at the center of that rediscovery.

A living showcase of Route 66 culture

The Oklahoma legislature has been an amazing partner in helping reshape and enhance our portion of the Mother Road. With nearly $30 million dollars in grants awarded to date,our state is featuring updated attractions, dazzling neon, new interpretation and anoverhaul of the visitor experience.

This investment has transformed Oklahoma into a living showcase of Route 66 culture.From neon-lit main streets and restored diners to interpretive museums and public art,we’ve reimagined the experience for today’s travelers. For tour operators, this revitalization opens countless packaging possibilities including heritage, culinary, music, outdoor recreation, or small-town Americana.

Many of the activities for the upcoming celebrations will be event-driven (often free events) that operators can take advantage of for value-added itineraries. Specifically for the Route 66 Centennial, operators should consider 2026 as a marketing campaign for trips into 2027 and beyond. Consider this a launching board for the next 100 years.

That forward view is essential. The centennial will spark tremendous global attention, butits value doesn’t end when the year does. Planners can use this surge of interest to build themed tours, regional segments or repeat departures that keep the Route 66 story evolving for years to come.

A true authentic American experience

It’s also a good practice to see what is working or has worked for other travelers. Route 66 is a true authentic American experience that should be enjoyed. Looking at the route as multiple trips with multiple themes can make the experiences into multiple departures combining multiple states on each. You don’t have to complete the Route in one trip.

That flexibility is what makes the Mother Road such a rich canvas for creativity. Operators might craft itineraries focusing on Oklahoma’s rhythm and blues heritage, culinary stops along historic diners, or regional festivals celebrating local culture. Others could connect Route 66 attractions with broader state highlights such asart districts, Native heritage sites, or outdoor adventures that complement the nostalgic journey.

Oklahoma stakeholders are some of the best in the nation to ensure a comprehensive itinerary for the tour operator. We work to make the company shine and show their expertise in the destination. Collaboration is part of our DNA. Across our tourism network, local DMOs, attractions, and hospitality partners are aligning efforts to help operators deliver seamless, high-quality experiences. Whether it’s itinerary design or step-on guides,we approach every relationship as a partnership.

The excitement around the Route 66 Centennial is already here, and the groundwork we’ve laid ensures that momentum continues. With updated attractions, new interpretation, and industry-wide collaboration, Oklahoma is poised to be a cornerstone of the Route 66 story for decades to come.

Take advantage of thier are opportunity to connect your travelers with America’s enduring spirit of adventure and discovery. The centennial of Route 66 is not just a celebration ofwhere we’ve been; it’s a roadmap for where we’re going. The next hundred years of the Mother Road begin now, and we’re ready to welcome the world to Oklahoma.

Todd Stallbaumer is the Consumer & Trade Marketing Director for the Oklahoma Tourism & Recreation Department. He leads initiatives to promote Oklahoma’s attractions to travelers and the tourism industry, with a special focus on celebrating the state’s 400-mile stretch of historic Route 66 and its upcoming centennial.