Tourism trails are a powerful marketing tool that gives destinations the opportunity to showcase their best attractions and most unique experiences. Whether you’re a history buff, a nature lover, a culture craver, a foodie or an art enthusiast, there’s a trail out there that’s perfect for you. But trails have their place. And not everything we enjoy can make the leap from great ideas to trail-worthy reality.
For destinations toying with the idea of a tourism trail, it’s best practice to consult with an experienced tourism marketing agency to make sure it’s not only a smart move but a worthwhile one as well. If not, you could end up spinning your wheels, and instead of a trail, you could be heading down a deep rabbit hole. Some questions that come into play when curating a tourism trail include:
Is there a purpose? A savvy agency will determine whether mapping out a listing of explorable places will grow business, create awareness or attract visitors to the destination. If not, they advise how to shift the trail’s interest to something that will. New Jersey Division of Travel & Tourism promotes the state’s attractive attributes through a variety of successful trails including three-day Scenic Byways, American Revolution, Black Heritage and Beer, Wine & Spirits Itineraries.
What’s the thread? Successful tourism trails have a common theme that draws travelers who lean into that particular interest. And it can be anything. From historic sites to must-dine eateries on the Anthony Bourdain Food Trail to little-known natural wonders in the area. Regardless of what the thread is, there must be one so you can determine your audience. Which leads to our next question…
Is there a sizeable target audience? There’s a target market for everything, and tourism trails are no exception. In order for a trail to be effective, or any type of destination marketing for that matter, you must know who you are speaking to and detail that message directly to them. Also, while your audience may and should be niche, it can’t be so niche that it hinders the possibility of a true following.
Are there established points of interest? If there are, that’s awesome. Also, if stops along the trail are designated by a marker of some type, even better. If, however, you need to locate attractions that fit into the tourism trail and “create” it, that’s a bit trickier. Here again, an experienced travel and tourism marketing agency is key. There are rules and regulations to align with, local businesses to reach out to and a lot of ins and outs that need to be identified.
Is it easy to use, find and travel? Engaging attractions are a great motivator, but for a trail to maintain a following it also must be user-friendly. And logical. The total time it takes to complete the trail as well as time between stops should be calculated to ensure it is easy to navigate. The way in which visitors will travel the trail should also be taken into consideration – car, foot, etc.
Is it techy? Today’s travelers love tech. An easy-to-access mobile passport to niche locations in and around your destination is a welcomed adventure. Two great examples of this are New Jersey’s Jersey Brews Trail and the Jersey State Parks Passport. Working with a digital and web-savvy marketing agency is essential to making sure your trail is a cinch to follow and enjoy.
What’s in it for followers? As much as people flock to tech, they gravitate to rewards too. Some free earned swag for stopping by destinations along your trail goes a long way in follower engagement. Again, this should be as uncomplicated and user-friendly as possible. Followers of the Jersey Brews Trail and Jersey State Parks Passport earn points for visiting participating locations which in turn entitle them to free Jersey merch and gear. All through their mobile device. Easy peasy.
How will you promote it? Social media, influencers and expert website marketing should come into play, in addition to other advertising efforts including print and radio. The more people that know about your trail the higher the chances are that followers will not only travel it but also recommend your destination to others.
Does your trail meet state standards? It goes without saying that trails must meet all criteria enforced by state and local government and adhere to all ADA laws and requirements regarding individuals faced with mobility, vision and other challenges.
Want to get on the trail to successful, results-driven marketing, media and design with an eye on today’s trends? Team up with Dana Communications. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.
