Monument Valley was an wilderness-like desert location granted to the Navajo Indians, unknown and unloved. And then came Director John Ford and actor John Wayne. Suddenly Monument Valley was the face of the epic West.
Located on the Utah Arizona border, the property does a thriving business giving guided tours, horseback tours, and charging everyone who enters $20 per car just for the privilege of driving a rough, totally unimproved 17-mile trip through the desert.
Then, while you have them there, you sell them lunch, souvenirs, and hotel stays.
Why do they come? Scenery. Is it worth it? Judge for yourself.