Demonstrating the Impact of Trail Tourism

Yards Park along the Anacostia River Trial in Capitol Riverfront | Photo by Sam Kittner, courtesy Capitol Riverfront BID

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Breaking It Down | Action Plan | What’s Next | Case Studies

Making the Case for Support

Case making helps trail leaders demonstrate—in clear, credible and compelling ways—how trail tourism benefits their community. While advocacy points outward, case making and impact analysis build internal understanding and support by pairing data with relatable stories. When trail leaders communicate impact well, they strengthen partnerships, build trust and unlock new investment. 

This chapter of the toolkit is a resource for when your community needs to establish shared understanding, build credibility and generate confidence about the value of trail tourism. This section of the toolkit focuses on building evidence, stories and internal alignment that make advocacy, funding and long-term investment possible—and is essential to effectively securing the support you need to grow a successful trail tourism strategy.

Defining What It Means to Demonstrate Impact

Gathering the data and insight necessary to educate and build support among key stakeholders and decisionmakers, developing a shared understanding of the benefits of trail tourism, pursuing evaluation strategies to demonstrate impact, and communicating outcomes to local businesses and community members.

Breaking It Down

Trail leaders may face skepticism from individuals who are unfamiliar with the economic or social value that trails bring. As decision makers assess the role trails might serve in their local and regional economic development strategy, they’ll seek answers to key questions. Is the trail being used? Will a future trail be worth the investment? Does the trail generate value, including increased resident health and well-being? Why should we invest more into this trail? 

While these are common questions that trail leaders face in all types of communities, there are also common challenges in trying to deliver compelling answers that secure support for the future they’re working to build. For example: 

You do not need to be a data expert to demonstrate impact. A few consistent data points, paired with clear messaging and real stories from your trail users and businesses, can create a powerful narrative that shifts attitudes and unlocks collaboration. Case making is not about producing long reports—it’s about helping your community understand: “This trail benefits us, and continued investment in it makes sense.” 

Data collection can also be an inclusive educational experience that can benefit trail leaders, students and volunteers. Think creatively. Consider partnering with local colleges or universities with programs in statistics or related disciplines to create a student project. Alternatively, you could work with local scout groups to conduct intercept surveys, or create a bioblitz to assess the ecological importance of the trail. Not only will you be gaining important data, you’ll demonstrate yet another benefit of the trail by using it as a “linear laboratory.” 

Core Strategy 

Identify the interests of the stakeholders you are trying to engage—what concerns them, what motivates their decisions? Collect the data needed to address their needs concerns, then tell a simple story that connects trail activity to community benefit. 

Making It Actionable 

The following outlines a plan of action to gather the best data to tell the story if impact that trail tourism will bring to your region. 

1. Know Your Audience 

Case making begins with your audience. It is fundamental that you understand what drives them. Not all stakeholders care about the same impacts—and not all data is equally persuasive. Consider who you are trying to influence, and what matters to them This will help you focus your efforts on finding the data points and stories that will be most compelling.

Explore the “Audiences and Messaging” section of the toolkit for more insight to help identify potential stakeholders and establish more understanding of their knowledge, attitudes and behaviors related to trails.

Deeper Dive: Cooperation With Trail Opponents

In every situation, there will be someone or a group of people who oppose trail development or are skeptical about an investment in outdoor recreation and trail tourism. Case making includes the creation of general messaging, as well as messaging geared toward trail opponents. In Working with Trail Opponents, RTC outlines 10 techniques to communicate trail benefits that can help to bring people along. Examples of supporting data that can be used to articulate the impact of trail tourism on the priorities of your audiences are outlined in the table below.

AudiencePrioritiesExamples of Supporting Data
Elected OfficialsBudget efficiency, return on investment (ROI), jobs• Firsthand stories from residents and businesses who use and value the trail 
• Annual trail user counts (showing growth over time or following key infrastructure investments)
• Estimated visitor spending (local vs. non-local)  
• Lodging or sales tax revenue trends during peak trail season  
• Jobs supported by trail tourism (e.g., hospitality, recreation, retail)  
• ROI calculation: dollars invested vs. dollars returned to the economy
BusinessesCustomer traffic, revenue, visibility• Survey data showing the percentage of visitors who stop at nearby businesses  
• Business testimonials about increased weekend traffic  
• Event-related sales spikes (e.g., during trail festivals)  
• Spending averages: food, gear, lodging  
• Social media engagement or map clicks directing trail users to local shops
Tourism Partners such as Destination Marketing Organizations (DMOs) and  Convention and Visitors Bureaus (CVBs)Marketable experiences, visitor demand• Visitor origin data (ZIP codes, counties, states)  
• Trail inclusion in itineraries or regional campaigns  
• Trail website visits, brochure downloads, map scans  
• Seasonal trends in usage aligned with tourism patterns  
• Photos or stories showing diverse visitor experiences
Residents and SkepticsSafety, quality of life, community benefit• Before and after photos of improved corridors  
• Volunteer hours and community clean-up participation  
• Health-related survey responses (e.g., “I use the trail to stay active”)  
• Safety data showing reduced crashes or safer crossings  
• Examples of community events or celebrations on the trail 
• Increase in jobs and/or retention of talent

Action Item:

Choose one audience you plan to engage. Identify their potential motivators and concerns. Assess the data you already have that could support your case making to that audience. Think about what data you would like to have. Is it possible to gather that data from partners or public resources? Or, is that data you might need to invest in gathering?

2. Collect Your Data

When you begin collecting your data, remember to start small and keep it simple. 

You don’t need advanced software or a full-time analyst to collect data. All you need is a handful of metrics you can gather consistently to demonstrate progress and tell a simple, credible story.

Keep in mind that data doesn’t always mean numbers. Quantitative data demonstrates the amount or range of something (scale, change or value). Qualitative data includes anything that can’t be measured in numbers, such as perceptions or how users feel about a trail segment. Both types of data are equally valuable. For example, numbers can help build credibility, while stories foster connection.

Examples of quantitative data might include counts of trail users (manual or automated) to articulate popularity; ZIP codes of visitors to show reach; estimates of spending by trail users to illustrate economic impact; attendance at events or volunteer hours to showcase local value. Examples of qualitative data might include photos of diverse trail users and uses like walking, biking, roller skating and more; business testimonials (e.g., “We saw more weekend cyclists this year and they bolstered our bottom line”); quotes from residents or families about their perceptions of the trail; and social media comments where perspectives on the trail will emerge organically—all important storytelling elements. Case studies can also provide valuable evidence of the potential impact like how overnight trail users spend significantly more than day-use locals, how to leverage lodging tax money, and the social and economic benefits of outdoor recreation assets.

Data collection may include gathering primary data, such as conducting intercept surveys, or it may rely on publicly available data or data from partners or other sources. Headwaters Economics’ Library of Trails Benefits is a good resource for case studies, while  tools like Placer.AI can collect and analyze quantitative visitor data for you and your partners to solidify credibility and demonstrate the impacts of tourism investments.

You may need to collect: 

You (or your partners) may already have access to: 

Deeper Dive: Trail Intercept Surveys

Trail intercept surveys are a great way to gather direct feedback from people on the trail. These can be done using technology, like an online survey accessible via QR codes at trailheads, or paper and pen—literally a person with a clipboard and paper forms to complete along the trail. Ideally, surveys are conducted over a period of peak trail use, such as May through September in more temperate climates. Remember, periods of peak trail use will vary depending on geographic differences in seasons. Survey completion is fundamental. Limit intercept surveys to 10 questions or fewer (excluding optional demographic data). An example of a trail intercept survey for collecting impact data can be found here. 

Action Items:

Pick one quantitative and one qualitative data source you can begin tracking now, and collect one simple data point this month (e.g., manual counts for two days, number of bikes parked downtown on weekends, event attendance, trail counts gathered from nearby communities). Use these data points in your next conversation about the trail.

3. Craft a Compelling Message: Pair Data With Stories 

Impact data by itself rarely changes minds. Case making becomes effective when data is paired with stories that help people understand what the numbers mean in real life. Together, data and stories create credibility and clarity. 

Keep in mind that stories are not “extras.” They are evidence. While numbers establish scale and legitimacy, stories make impact believable and memorable. Stories help skeptics imagine outcomes, ground abstract data in lived experience and are often what stakeholders remember long after the numbers fade. 

Numbers build credibility. Stories build understanding. Case making requires both. 

A strong impact story includes: 

  1. A relatable challenge or opportunity. Example: “Downtown shops are struggling mid-week.” 
  2. A data point that illustrates the trail’s role. Example: “Trail counts doubled last summer when the bridge connection was completed and wayfinding signage installed. 30% of riders visited downtown for food or drinks.”
  3. A clear takeaway. Example: “We can drive more customers downtown mid-week by investing in trail access and promotion.” 

Tips for storytelling with data: 

Action Item:

Pick one data point and write a two- to three-sentence narrative connecting it to a community benefit. For example, from the Three Rivers Heritage Trail Impact Study: “70% of trail users attend events and participate in arts and culture activities along the trail. The Three Rivers Heritage trail connects riverfront and natural spaces with arts, entertainment, and cultural amenities. Trail users spend money at local businesses, attend events, and participate in arts and culture activities along the trail.” 

4. Create a Simple Economic Impact Snapshot

You do not need to conduct a full economic impact analysis to demonstrate your trail’s value. A basic impact snapshot can be enough to persuade key audiences. Wisconsin’s Office of Outdoor Recreation’s Do-It-Yourself Guide: Conducting Visitor and Recreational User Research To Tell an Economic Story and the Vermont Department of Forests, Parks and Recreation’s Community Outdoor Recreation Economy (CORE) Toolkit offer step-by-step instructions on developing an economic impact snapshot.

Core elements of an economic impact snapshot:

One important step in modeling economic impact is developing a methodology for estimating spending, which can be applied consistently to articulate progress as trail and tourism conditions evolve. If your trail does not yet have local data, you may reference comparable trails or regional studies to illustrate potential impact. The goal is credibility, not precision.  

Conservative, widely accepted per-visitor spending ranges, such as those provided in the 2021 Great Allegheny Passage Economic Impact Report and a 2022 Katy Trail impact analysis, offer credible data. On average, high-level, realistic estimates show an economic impact of $100–$300/day for overnight visitors and $15–$30/day for day users. Then, multiply these figures by your best estimate of trail users to produce a reasonable, defensible range.

Action Item:

Create a one-page trail impact snapshot using no more than six to eight key facts. If you do not have data on your trail segment or your trail is not yet built, consider using data from a nearby or existing trail. A Trail User Spending Impact Study of the Ohio & Erie Canal Towpath is a good example to reference, while RTC’s report on the Economic Potential of the Great American Rail-Trail® is a great starting point for gathering a range of data and findings. 

5. Sample Key Messages for Common Audiences 

Different audiences understand trail tourism impact in different ways. Case making is not about convincing everyone using the same message, but presenting evidence in a way that aligns with what each audience values and pays attention to. The “Audiences and Messaging” section of the toolkit offers insight to these priorities and framing approaches.

The following examples illustrate how the same underlying impact can be framed to support shared understanding across common stakeholder groups.

AudienceWhat Helps Them Understand Impact Example Messages
Elected OfficialsClear evidence of return on public investment, constituent benefit and alignment with community goals “Investing in the trail generates measurable economic returns. Visitors support local businesses, increase tax revenue and strengthen the region’s quality of life.” 
Local Businesses Emphasis on how trails drive customers to their storefronts and diversify revenue “The trail brings new customers right to your door. Trail-friendly practices can help boost sales and visibility year-round.” 
Tourism Partners (DMOs/CVBs) Positioning of the trail as a signature asset that enhances regional branding and visitor itineraries “The trail is a hero attraction that anchors itineraries and boosts regional tourism. Together, we can position it as a must-see destination.” 
Residents Demonstration of how trails improve everyday life and create welcoming public spaces “This trail is a community asset that provides free recreation, strengthens neighborhood pride and brings people together.” 
Skeptics/Opponents Presentation of clear facts and relatable outcomes that address concerns/opposition “Trails improve safety, revitalize underused spaces and generate economic activity that supports local services.” 
Adjacent Landowners lear, concrete examples of how trails operate in practice in comparable communities—particularly related to privacy, safety, maintenance and property values “In communities with similar trails, nearby residents often experience improved corridor maintenance, clearer boundaries and increased neighborhood pride.” 
Public Health Officials/Health Care Systems Emphasis on the trail’s role as a no-cost health intervention “Trails promote physical activity and reduce chronic disease—lowering long-term health care costs and improving community well-being.” 
Foundations and Funders Demonstrated connection between trail tourism and broader philanthropic goals “Investing in the trail strengthens economic mobility, improves public health and enhances the quality of life for the entire region.” 
Outdoor Recreation Industry (Bike Shops, Gear Makers, Outfitters) Evidence of how the trail increases demand for equipment, services and programming “A growing trail system expands the outdoor economy and creates new opportunities to reach engaged, repeat outdoor consumers.” 
Schools, Colleges and Youth Organizations Positioning of the trail as an asset for learning and youth engagement “The trail is a safe, accessible outdoor classroom that supports student wellness and hands-on learning.” 
Environmental and Conservation Groups Examples of environmental wins and stewardship opportunities “The trail restores natural corridors, supports habitat connectivity and helps residents engage in environmental stewardship.” 
MPOs/Transportation Agencies Demonstration of how the trail strengthens multimodal networks “The trail improves regional mobility, offering a safe, low-cost transportation option that reduces congestion and emissions.” 
Real Estate and Development Community Emphasis on trails as economic development catalysts “Trails increase property values and make communities more attractive to homebuyers, employers and investors.” 
Volunteers and Friends Groups Reinforcement of the trail’s value and the importance of their role “Your work builds a resource the entire community depends on—one that improves health, strengthens neighborhoods and attracts visitors.” 

What’s Next?

The following are potential case-making priorities to advance trail tourism interests in your community, organized by trail tourism readiness level. Use the “Trail Tourism Readiness Assessment” tool to identify the phase that aligns with your community. 

In Development

Conditions: Your trail (or prospective trail) faces questions or skepticism about viability, costs, safety and land use.

Case-Making Focus: Build early credibility by demonstrating interest, potential demand and community value. “We believe this will matter.”

Next Steps:

  1. Use peer examples and comparable trails to illustrate potential economic and community benefits.
  2. Gather visible indicators of interest (public meeting turnout, letters of support, early champions).
  3. Document early stories, aspirations and community needs connected to the trail vision.
  4. Begin collecting simple baseline observations (photos, informal counts, expressions of interest).
  5. Remember that the goal is not to prove impact, but to help stakeholders understand why investment makes sense.

Local Favorite

Conditions: Your trail is enjoyed and used by a mostly local audience that appreciates how the trail benefits their lives.

Case-Making Focus: Show that the trail is being used. Begin connecting trail activity to economic and social benefits. “We see benefits emerging.”

Next Steps:

  1. Track simple trail use indicators. Install a basic trail counter, begin a consistent manual counting routine or conduct a short visitor intercept survey during a peak season or event.
  2. Ask nearby businesses for simple feedback on trail-related customer traffic.
  3. Collect testimonials from users, volunteers and nearby businesses.
  4. Begin distinguishing between local use and visitor use where possible.
  5. Create a quarterly or seasonal trail impact snapshot to share with partners.

Regional Destination

Conditions: Your trail is widely recognized and regularly used, with clear connections to tourism activity and local businesses.

Case-Making Focus: Demonstrate ROI and reinforce the trail’s role in the local economy. “We can demonstrate returns.”

Next Steps:

  1. Conduct or update a spending estimate or economic impact analysis.
  2. Refine (or create) your visitor profile using ZIP codes, surveys or partner data from DMOs, MPOs or universities.
  3. Track social and community benefits (volunteer hours, events, health programs, etc.).
  4. Create an annual one-page trail impact snapshot summarizing key findings.
  5. Use the impact snapshot in conversations with funders, elected officials and tourism partners.

National Destination

Conditions: Qualitative and quantitative community impacts and benefits are fully understood and championed, consistently monitored and transparently tracked and reported.

Case-Making Focus: Lead with comprehensive impact reporting and share your findings to strengthen the broader trail network. “We can lead and model best practices.”

Next Steps:

  1. Produce a full annual trail tourism impact report incorporating economic, social, health and community outcomes.
  2. Track long-term trends to show multiyear growth in visitation, spending and business activity.
  3. Collaborate with neighboring communities to standardize metrics across the region.
  4. Share success stories and data tools with emerging trail systems as part of network leadership, using advanced storytelling (dashboards, videos, case studies) to promote continued investment and innovation.
  5. Share tools, templates and lessons learned with emerging trail communities.

Case Studies

Persuading With Impact in Louisiana

Louisiana's Tammany Trace | Photo courtesy LouisianaNorthshore.com
Louisiana’s Tammany Trace | Photo courtesy LouisianaNorthshore.com

The Tammany Trace is a popular 31-mile paved rail-trail in St. Tammany Parish, Louisiana. Trail organizers used data to transition the trail from being viewed simply as a recreational amenity to a critical piece of economic infrastructure. By collecting, analyzing and presenting specific data points, trail advocates were able to persuade local government and residents of the trail’s tangible benefits.

A highly persuasive data point was the trail’s direct impact on the local economy. Economic impact data shows that the trail is a major economic engine, with an estimated economic benefit of $3.4 million in direct spending and $3.9 million in indirect spending annually as of 2015.

Data from surveys also showed that residents frequently use the trail for active transportation as well as leisure. The positive impact and quality-of-life benefits are so widespread that 99 percent of surveyed users viewed the trail and its trailheads as valuable community amenities.

Today, community members and government officials alike view the Tammany Trace as an invaluable cultural and economic asset that boosts civic pride and economic development. The St. Tammany Parish Government is committed to maintaining the beloved asset, from providing funding to keep the trail well-surfaced to managing Trace Rangers to patrol the route.

When facing questions about the impact of trail tourism in your region, citing an economic impact report and user survey data can help you advocate for the trail’s community value and build local support.

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