11 Surefire Ways to Boost Engagement of Tourism Trails
Hey there, trailblazers! Are you ready to kick your tourism trails into high gear and ignite some serious engagement? Well, you've come to the right place! In this article, we're going to spill the beans on some surefire ways to make your tourism trails sizzle and captivate the hearts and minds of prospective travelers to your destination. So, buckle up, grab your trail map, and get ready to dive into a treasure trove of tips and tricks that will have visitors flocking to your trails like bees to honey. Let's rev up those engines and get this engagement party started!
What is a tourism trail?
Alrighty, let's start with the basics. What exactly is a tourism trail? Picture a carefully curated pathway that leads travelers on a memorable journey through your destination's most alluring attractions, unique offerings, and hidden treasures. It's a strategic route designed, typically curated by the destination marketing organization (DMO), to showcase the best of what your locale has to offer, from culinary delights to cultural wonders and everything in between. By curating a trail that highlights the best attractions, activities, and experiences your destination has to offer, you create a compelling experience that inspires visitors and reaches new audiences. Not only does it provide a structured and engaging itinerary for travelers, but it also serves as a powerful marketing tool, promoting local businesses, encouraging longer stays, and boosting economic growth. As you can see from some of our favorite trails and digital passports, tourism trails are a popular destination marketing strategy and they are here to stay.
Types of tourism trails
As destination marketers, understanding the different types of tourism trails available will help you craft compelling campaigns and attract visitors seeking unique experiences. Here are some key types of tourism trails that can fuel the appeal of your destination:
Culinary trails
For food enthusiasts, culinary trails offer a tantalizing journey through a region's vibrant gastronomic scene. Whether it's savoring the bold and savory flavors of a taco trail, indulging in fresh ingredients at farm-to-table restaurants, or immersing in the rich aromas of coffee culture, culinary trails provide an exploration of the local food scene. By curating a culinary trail featuring the most mouthwatering experiences your destination has to offer, you’ll be appealing to both visitors and locals alike.
Booze trails
Booze trails offer a spirited adventure for those seeking to explore the world of libations. From wine trails that take you through picturesque vineyards and award-winning wineries to brewery trails that showcase the craft beer revolution, and even whiskey or cocktail trails that unveil the secrets behind artisanal spirits and mixology, there's a booze trail to suit every palate. Booze trails offer mass appeal and are a great option for destinations with a lively nightlife scene and a thriving beverage industry.
Examples of booze trails that we love include: Downtown Paso Robles Wine Trail, Salt Lake City’s Self-Guided Ale Trail and Huntsville’s Craft Beer Trail.
Art trails
From vibrant public art installations to renowned galleries and cultural institutions, art trails showcase the artistic community and culture within a destination. Art trails not only add aesthetic value to your destination marketing efforts, but also positions your destination as a hub of creativity, attracting art enthusiasts and travelers seeking unique and inspiring experiences. And best of all, art trails provide endless photo opportunities, driving organic shares on visual platforms like Instagram. Art trails have become so popular in recent years that destinations have taken it upon themselves to commission artists to develop captivating and interactive installations, transforming public spaces into immersive art experiences that not only attract visitors, but also foster a sense of community pride and cultural enrichment.
Examples of art trails we love include: Kansas City Parade of Hearts and Street Art Tour of San Francisco.
Historic trails
Historic trails take visitors on a journey through the rich history and cultural heritage of a destination. These trails showcase significant landmarks, historic sites, and museums that shed light on the past and preserve the traditions, stories, and legacies of a place. By following an historic trail, visitors delve into the captivating heritage of the region, uncover architectural marvels, explore cultural traditions, gain a deeper understanding of the local community and connect with the roots of your destination.
Adventure trails
Adventure trails showcase the adrenaline-fueled experiences a destination has to offer. By promoting adventure trails, destination marketers can attract thrill-seekers and outdoor enthusiasts looking for heart-pounding activities. These trails may include activities like rock climbing, hiking, zip-lining, or water sports, providing visitors with exhilarating adventures amidst breathtaking natural landscapes. By highlighting the range of adventure options available, marketers can position their destination as a go-to spot for adrenaline-filled activities, attracting adventure seekers and positioning their destination as an exciting and unforgettable destination for those seeking exhilarating experiences.
Nature trails
Nature trails present destination marketers with a wonderful opportunity to showcase the breathtaking natural beauty of their locale. By promoting nature trails, marketers can attract outdoor enthusiasts, nature lovers, and those seeking serene surroundings. By highlighting the diverse flora and fauna, the abundance of wildlife, and the peacefulness of these natural spaces, marketers can position their destination as a haven for nature lovers. Whether it's hiking, bird-watching, sunset seeking or simply enjoying the serenity of the great outdoors, nature trails are popular with visitors of all ages.
Cultural trails
Every destination has a story to tell and cultural trails provide the perfect opportunity to share yours. From music trails to Civil Rights trails, cultural trails provide visitors with a deeper appreciation for a destination and its rich history. By showcasing the cultural vibrancy and authenticity of your destination, marketers can attract curious travelers seeking meaningful encounters, fostering a sense of appreciation and understanding for the traditions, stories, and values that make the locale truly special.
Wellness trails
From meditation retreats to spa and wellness centers, wellness trails offer visitors a chance to unwind and recharge in tranquil surroundings. By promoting wellness trails, marketers can position their destination as a haven for self-care, wellness, and personal growth, attracting health-conscious travelers seeking balance and rejuvenation. These trails can showcase wellness-focused accommodations, healthy dining options, yoga studios, and wellness workshops, creating an enticing and comprehensive wellness experience that will leave visitors feeling refreshed and revitalized.
Eco trails
Eco trails provide destination marketers with a valuable opportunity to promote sustainable and environmentally friendly experiences within their locale. These trails cater to eco-conscious travelers who prioritize responsible travel and seek to connect with nature in a sustainable way. By promoting eco trails, marketers can position their locale as a sustainable tourism destination, showcasing places that prioritize the environment like eco-lodges and green businesses. By promoting eco trails, destination marketers can attract eco-minded travelers and contribute to sustainable tourism efforts.
We could keep going, but you get the point! Any collection of places around a theme that aligns with your destinations brand and value proposition makes the perfect tourism trail. Create a trail focused on locally-owned shops to support small businesses or an LGBTQ+ friendly trail to promote your destination’s efforts to be inclusive. Whatever you choose, the most important thing to remember is your audience. This is where niche marketing comes in. The more focused your trail is on a specific demographic, the more likely it will resonate and be shared.
11 ways to instantly boost engagement of your tourism trails (and reach new visitors!)
1. Unleash the power of storytelling
Storytelling is a critical component to any content strategy and tourism trails are no different. By sharing captivating stories about the trail, its history, culture, and unique features, visitors gain an emotional connection with your destination and are more likely to participate and share their experiences with others. For instance, the Silicon Valley Tech Trail takes visitors on a journey through tech history from the garage where Jobs and Wozniak created he first personal computer to the mega campus of Google, sharing stories along the way.
2. Empower visitors with wayfinding
Wayfinding refers to the ability to navigate from one location to the next. When visitors can easily navigate your trail, they are more likely to stay engaged, explore further, and discover hidden gems along the way. Additionally, effective wayfinding features can create a sense of excitement and anticipation, as visitors follow the designated path and uncover new attractions and points of interest. Ensure that your tourism trail has robust wayfinding features by using tools like Seeker to create your trail, to enable visitors to fully immerse themselves in the experience, enhancing their satisfaction and increasing the likelihood of positive word-of-mouth recommendations.
3. Foster community partnerships
By collaborating with local stakeholders, like restaurants, shops, hoteliers, attractions and tour operators, destination marketers can tap into a wealth of resources that allow for cross-promotion to instantly boost reach and visibility. The trail becomes a collective effort, deeply rooted in the community's pride and passion, ultimately, creating a ripple effect, generating positive economic and social impacts for the entire community. From sharing content on stakeholders social media channels to installing signage at businesses and even co-sponsoring events, the opportunities for collaboration are endless.
4. Boost impact with gamification
Gamification has been growing in popularity with destination storytellers for a few years now. By incorporating game elements into your tourism trail, you can transform the visitor experience into an exciting and engaging adventure. Gamification adds a touch of competition, capturing the attention and enthusiasm of your audience. Introduce digital passports that incentivize participants to visit the places on the trail to unlock rewards, like digital badges and prizes. Consider creating a scavenger hunt, a unique type of trail that guides participants through a series of clues, challenges, and tasks, encouraging them to explore a destination in a fun and immersive way. Utilize visitor experience platforms, like Explore, to allow visitors to track their progress, earn points, and compete with fellow adventurers. This not only boosts engagement but also fosters a sense of achievement and satisfaction among participants.
5. Consider seasonality
Whether it's a blossoming spring trail, a sun-soaked summer trail, a vibrant fall foliage trail, or a winter wonderland trail, each season offers its own palette of colors, flavors, and activities to showcase. Embrace the seasonal spirit by curating special events, festivals, or themed experiences that align with the natural rhythms of your destination. This not only keeps your trail fresh and dynamic but also creates a sense of anticipation and excitement among visitors. Seasonal trails breathe life into your destination year-round, inviting travelers to return and explore the ever-changing landscape of experiences.
6. Expand reach with QR codes
These little black-and-white squares that have become commonplace at restaurants are one of the most underutilized marketing channels in travel today. QR codes hold immense potential for reaching locals and in-market visitors, directing them towards underrated attractions, lesser known businesses and, you guessed it, tourism trails! Strategically place QR codes at major attractions, visitor centers, festivals and events, and local businesses, to empower visitors to unlock a world of rich destination content, including detailed trail maps, personalized recommendations, and insider tips.
7. Make mobility a priority
With the majority of people relying on their smartphones for information and trip planning, ensuring that your trail's digital presence is optimized for mobile devices is essential. A mobile-friendly tourism trail allows visitors to access information, maps, and interactive features on the go, making it convenient and user-friendly. Mobile optimization also enables easy sharing of trail experiences on social media platforms, encouraging user-generated content and spreading the word organically. By prioritizing mobile-friendliness, destination marketers can reach a wider audience, provide seamless access to trail-related information, and enhance visitor engagement with the trail, ultimately driving more interest and participation. Apps are great, but they add a layer of friction. Always have a mobile-friendly website available for visitors that do not want to download your app. Check out Seeker’s list feature to create a mobile-friendly trail in minutes.
8. Encourage user generated content (UGC)
By actively encouraging visitors to share their experiences, photos, and stories on social media platforms using designated hashtags or tags, you create a sense of community and foster a deeper connection with your audience. User-generated content serves as authentic testimonials and social proof, showcasing the trail's unique features and generating excitement among potential visitors. It also extends the reach of your trail's promotion, as users share their experiences with their own networks, attracting new audiences and sparking curiosity. Consider implementing a visitor experience platform with built-in feature to encourage visitors to check-in with photos and videos, driving UGC organically.
9. Collaborate with influencers
By partnering with influencers who have a strong following and align with the destination's brand, destinations can tap into a wider audience and create a buzz around their trails. From stunning Instagram posts along an art trail to captivating vlogs that document thrilling adventures, influencers bring a fresh perspective and an enthusiastic energy that resonates with their followers. Their recommendations and personal experiences serve as powerful testimonials, enticing travelers to explore your destination and embark on its trails. For a budget-friendly option, consider partnering with micro and nano influencers.
10. Analyze and iterate
By regularly analyzing visitor data, feedback, and behavior, you can gain valuable insights into their preferences, interests, and needs. This information allows you to make data-driven decisions and tailor your trail experience to better meet visitor expectations. Iterating involves making adjustments and refinements based on the insights gained from analysis. It enables you to test new ideas, introduce innovative features, and continuously enhance the trail experience. Additionally, by actively seeking visitor input and involving them in the process, you’ll foster a sense of ownership and community, further driving engagement and establishing a loyal visitor base.
11. Embrace digital innovation
In a world where social media platforms like Instagram and Tiktok are ubiquitous, modern technology is critical to the adoption of your tourism trail. Seeker’s Visitor Experience Platform, like Explore, empowers visitors with mobile-friendly, interactive maps and curated recommendations, in the palm of their hands. With Explore, you can create interactive trails, digital passports and visitor guides in a matter of minutes and boost visitor engagement to new levels.
Conclusion
So there you have it, trailblazers! We've explored 11 surefire ways to boost engagement of your tourism trails. From embracing storytelling to igniting the power of gamification, we've uncovered the secret ingredients to creating unforgettable trail experiences. Remember, it's all about tapping into the unique spirit of your destination and sparking a sense of curiosity. So get creative, think outside the box, and let your trails come alive with captivating stories, an interactive experience and strong partnerships. With these strategies in your toolkit, you're well on your way to turning your tourism trails into your biggest assets. Happy trails!
