New Auburn welcomes visitors headed for nearby lakes, forests, and trails of the Blue Diamond recreation area. Resorts, campgrounds, restaurants, and services are available. Visitors also come to see the Chippewa Moraine Recreation Area, with its more than 3,300 acres of ridges and lakes carved by the glacier. A visitor center provides information on the stagnant ice glacial features that dominate the landscape, and offers access to the thousand-mile Ice Age National Scenic Trail, whether for long-distance hiking or a 4.5-mile walk around the lake-studded circle route. The adjacent Chippewa County Forest provides hunting, hiking, fishing, and snowmobile opportunities.

New Auburn is the setting for the best seller, "Population 485, Meeting Your Neighbor One Siren at a Time." Local author Michael Perry's description of life and death in a small town has inspired many to visit and see the landmarks that play a role in the book. The book jacket is featured on the signs welcoming visitors to town.