More Texas travelers are shying away from tourist traps for their vacations and instead embracing the calming roadside with increasing interest in rural areas of the state, according to Airbnb, and one tiny Texas city in the Panhandle is generating buzz atop a brand-new list of under-the-radar rural destinations in America.
The vacation rental marketplace's inaugural "Off-the-Map" list features 20 rural destinations across the country where short-term rentals are bringing in "new opportunities for local tourism."
"From coastal fishing villages to Cajun bayou towns and alpine mountain escapes, America Off-the-Map invites travelers to discover something new and helps support local economies and communities across the country," the report said.
Matador, a small town about 80 miles northeast of Lubbock and 530 miles from Houston, was named the No. 1 hidden gem vacation destination in Texas. The report described Matador as a part of Texas that tourists "haven’t found" yet, which is what makes it all the more rewarding as an undiscovered treasure.
"Welcome to the seat of Motley County – where the wind is constant, the skies are enormous, and the history is deeper than the caprock beneath your boots," the report said.
Visitors can explore the Motley County Historical Museum, which explores the building's history as the Traweek Hospital that was originally built nearly a century ago. The museum also sheds light on Native American history, the life of ranchers, and other historical facts about the town and county.
Local restaurants like Chelle's Garden or TC's Ponderosa in nearby Dickens are good spots for travelers to eat like a local, while the Coffee Mill and Mercantile in Quitaque is the place to be for breakfast, lunch, and a cup of joe.
Matador is also less than an hour away from the newly expanded Caprock Canyons State Park and Trailway, a popular Texas state park known for its roaming bison herd and bat colony.
According to Airbnb's website, there are over 130 short-term rentals in Matador and the surrounding Motley County area, with some homes available for $172 for an overnight stay in April 2026.
