With people increasingly busy and the economy on the fritz, many Convention and Visitor’s Bureaus (CVB) and Tourism Associations are finding success in offering “trails” to their visitors. Whether it is a wine trail, an ale trail, an art walk or a wilderness adventure trail, travelers have become more and more responsive to the offering of a variety of experiences in an organized and cost-effective manner.
One of the first prosperous examples of this trend began 25 years ago in upstate New York’s Finger Lakes region when several wineries along Cayuga Lake joined together for the greater good and created a wine trail. Since this cooperative marketing effort was born, there has been no looking back. In an article by the Rochester Democrat and Chronicle earlier this year, Bob Madill, President of the Cayuga Lake Trail and owner of Sheldrake Point Winery, was quoted saying, “In 1999, we saw 17,987 in the tasting room at our winery. In 2007, we saw almost 33,000. That’s because of the wine trail.”
Other industries have picked up on the benefits of this idea as well. For culture lovers, many CVBs have organized art walks and cultural trails for visitors to explore. Lancaster County, Pennsylvania has several trails organized through its CVB including a Sweet and Salty snack food trail, a Market Basket Trail through farmer’s markets and an Ale Trail flaunting the many microbrews the region produces.
However, Pennsylvania’s most successful trail has nothing to do with food or drink. The Elk Scenic Drive, located in the heart of the Pennsylvania Wilds, was the first major tourism-oriented initiative to promote the region and make the elk herd more accessible to travelers and nature lovers. The 127-mile drive directs visitors to wildlife viewing sites and scenic overlooks designed to enhance and guide their experience. Open since 2004, more than 75,000 people now travel to Winslow Hill and Benezette Township to view elk in September and October.
Overall, trails seem so popular because, in addition to being offered at little to no cost, they help create an inviting experience for the traveler by eliminating the need for extensive research and planning. And areas that have put together such trails, walks or drives have seen the tremendous benefits, including new business opportunities that create jobs. Today, that’s good news for everyone.
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