One possible noun is roadside.
From the article Along the Interstates: Seeing the Roadside:
Access control was the reason he could not see the familiar roadside of his past travels.
As Bryan discovered, roadside America is still out there.
A related derived term is a roadside attraction.
True, at least in this article, the fast food rest stops and gas stations on the freeway would not, in fact, count as 'roadside' in the relevant sense. The author seems to agree with John Steinbeck who wrote
These great roads are wonderful for moving goods but not for inspection of a countryside. You are bound to the wheel and your eyes to the car ahead and to the rear-view mirror for the car behind and the side mirror for the car or truck about to pass, and at the same time you must read all the signs for fear you may miss some instructions or orders. No roadside stands selling squash juice, no antique stores, no farm products or factory outlets. When we get these thruways across the whole country, as we will and must, it will be possible to drive from New York to California without seeing a single thing.
from Travels with Charley: In Search of America (The Viking Press, 1962)
What the author of this article has in mind when he writes about roadside is more
The surviving moms-and-pops are there, too, for better or worse, along with thousands of attractions, inspiring and tacky, beautiful and ugly, informative and dumb.
But the author does not have a monopoly on this word. I'm sure there can be such a thing as a memorable interstate roadside.