How to walk up a street

I had an interesting exchange with a "local" the other day. As a reference, the store is in the main business district of town.

Local: "Does the business pick up in the summertime?"
Me: "Yes, of course."
Local: "I've lived here for 25 years."
Me: *nod*
Local: "How do the tourists get here?"
Me: "What do you mean?"
Local: "How do they find you guys?"
Me: "You mean the street?!"
Local: "Yes! How do they find their way up here?"
Me: "I dunno..." Thinking: How did you find your way here? You drove or walked...

Not sure if my point came across, but he basically was asking me how people find the main business district...for one, there is a sign. And plenty of tourists find their way.