Big Horn Basin, WY — A recent tourism readiness assessment suggests the Bighorn Basin is well positioned to benefit from outdoor recreation tourism—but local communities will need strategic investments to fully capture that opportunity.
The study, conducted by students from the University of Wyoming’s Haub School of Environment and Natural Resources, evaluated the region in anticipation of potential expansion of the Great American Rail-Trail through north-central Wyoming.
Researchers examined six communities—Thermopolis, Worland, Ten Sleep, Greybull, Lovell, and Powell—using the widely recognized “5 A’s” tourism framework: attractions, accessibility, amenities, accommodations, and activities.
A Region Rich in Natural and Cultural Assets
The report highlights the Bighorn Basin’s significant recreational appeal. During a multi-day field visit, researchers documented attractions ranging from Hot Springs State Park in Thermopolis to Shell Falls, the Pryor Mountain Wild Mustang Center, and the Bighorn Canyon National Recreation Area.
These destinations—combined with scenic landscapes, historic sites, and rural communities—create a strong foundation for tourism development.
However, the study also found that many of these assets remain underutilized or insufficiently promoted.
The Basin has historically been underrepresented in statewide tourism marketing and lacks some infrastructure needed to support larger numbers of visitors.
Preparing for a National Trail Connection
The assessment was designed to help communities prepare for possible development of the Great American Rail-Trail, a coast-to-coast trail system connecting Washington, D.C., to Washington State.
A proposed segment would run through the Bighorn Basin between Thermopolis and Cody.
Researchers say communities in the region could see increased visitation if that trail connection becomes reality, but preparation will be key.
The study identified several common challenges:
- Limited trail connectivity
- Inconsistent tourism promotion online
- Lack of cyclist-friendly amenities
- Infrastructure that encourages travelers to pass through towns without stopping
Community-Specific Opportunities
While the report focused on regional trends, it also offered recommendations tailored to individual communities.
For example, Thermopolis could improve visitor signage and expand cultural programming highlighting Indigenous history and storytelling.
Worland was identified as having strong tourism infrastructure but could benefit from developing bicycle routes and pursuing “Bike Friendly Community” recognition to attract trail travelers.
Greybull could strengthen its downtown economy by developing outdoor recreation retail such as gear shops serving hunters, anglers, and cyclists.
Lovell, located near Bighorn Canyon National Recreation Area, could capture more tourism spending by encouraging visitors to stay longer through recreation rentals and expanded dining options.
Meanwhile, Powell was encouraged to improve marketing and keep event information up to date so visitors can more easily discover local festivals and attractions.
Building a Basin-Wide Tourism Identity
One of the study’s strongest themes is collaboration.
Researchers recommend that Basin communities build partnerships with one another rather than competing for visitors. Joint marketing campaigns and multi-day events could encourage travelers to explore multiple towns during a single trip.
Communities were also encouraged to develop distinctive branding rooted in their history, landscapes, and culture—helping visitors quickly understand what makes each town unique.
A Path Toward Sustainable Growth
The report concludes that the Bighorn Basin has the ingredients to become a notable destination along a national trail corridor.
But tourism growth will depend on thoughtful planning—improving signage, strengthening digital marketing, enhancing recreation infrastructure, and encouraging visitors to slow down and spend time in local communities.
With those efforts, researchers say the Basin could transform from a region travelers simply pass through into a destination where visitors stop, explore, and return.
Big Horn Basin Explorer 
Leave a comment