Florida's Route 60 Byway Project Aims to Boost Local Economies Through Agritourism
A new initiative is underway to designate Florida's State Route 60 as a scenic highway, with a primary goal of boosting local economies through agritourism. The project, led by Florida's Route 60 Association, Inc., aims to highlight the agricultural heritage and natural beauty of the corridor stretching from Vero Beach to Clearwater Beach. Organizers are starting with Polk County, where Route 60 passes through citrus groves, cattle ranches, and rural agricultural lands, connecting communities like Lake Wales, Bartow, and Mulberry. Dr. Brooke Hansen, director of the Hospitality and Tourism Management program at the University of South Florida, emphasizes that agritourism experiences can encourage travelers to visit farms, learn about food production, and spend money with agricultural businesses. The vision includes creating both 'macro experiences' (coast-to-coast trips) and 'micro experiences' (shorter, interest-based outings) supported by a digital map to guide visitors.
