Outdoor recreation in 2025 continues to grow in popularity, and one activity continues to stand out above the rest: hiking and backpacking. These are no longer niche activities. They have become the core of how many people experience nature.
According to industry data from the Outdoor Industry Association, hiking ranks #1 for the most popular outdoor-specific activity, with 63 million participants.
As destinations competing in a crowded tourism market look for ways to attract more visitors year-round, these foot-powered adventures are proving to be one of the smartest and most sustainable draws. With this in mind, it should come as no surprise that destinations worldwide are promoting their hiking and backpacking opportunities to global audiences, creating a flood of content and messaging that can be difficult to stand out in.
The Big Numbers Behind Hiking’s Popularity
In recent years, participation in outdoor recreation has skyrocketed, with hiking and backpacking leading the charge. In 2024, more than 63 million Americans went hiking, nearly double the number from a decade earlier, and participation continues to grow.
Hiking, backpacking, and camping attract a wide range of ages and skill levels, from families with young children to solo adventurers in search of long-distance challenges. What makes hiking so appealing is the accessibility and affordability. Hiking has the ability to create a deep sense of connection to a place.
For many travelers, the hiking or backpacking opportunities are the main reason to visit a destination. Whether it is a scenic day hike near a national park gateway town or a multi-day trek through backcountry wilderness, hiking opportunities allow people to engage with a region in a meaningful and immersive way.
Trails as a Catalyst for Rural and Nature-Based Tourism
Unlike some outdoor sports that require specialized gear or expensive permits, hiking and backpacking are inherently inclusive. That is good news for rural and nature-based tourism economies. Trails bring people into small towns, forested regions, and mountain communities that might otherwise be bypassed. When hikers come through, they do not just explore the landscape. They stay in local lodges, shop at outfitters, eat at restaurants, and contribute directly to the economy.
According to the American Hiking Society, trail-based recreation generates more than 200 billion dollars annually in consumer spending in the United States. These numbers confirm what forward thinking destinations already know: when you invest in trails, you’re not just building recreation, you’re building an economic engine.
Regions that prioritize hiking infrastructure such as well-marked trails, safe access points, and trailheads with facilities are stretching tourism beyond peak summer months. This approach spreads visitors out over time and space, offering a more sustainable model that reduces the strain on popular hotspots.
More Than Recreation: Hiking as a Storytelling Tool
For destination marketers and tourism boards, hiking offers more than economic potential. It is a storytelling platform. Trails often follow historic routes, pass cultural landmarks, or lead to natural wonders. Interpreting that journey through signage, guides, or digital platforms can elevate the experience and deepen a visitor’s connection to the place.
With social media shaping how people choose their next getaway, hiking is also highly shareable. From epic summit shots to quiet forest moments, trails create the kind of content that inspires others to visit and explore.
Destinations looking to utilize hiking as a storytelling tool can start with a few proven strategies:
- Partner with local trail associations to ensure trails are maintained and well-promoted
- Collaborate with trail guide companies that can offer structured experiences for visitors of varying skill levels
- Invest in trail-to-town connectivity that encourages visitors to spend more time and money locally
- Highlight trails through omnichannel content that tells a broader cultural or community story
A Simple Trail Can Make a Big Impact
Communities do not need world-famous thru-hikes to make a mark. A well-maintained network of local trails can have just as much impact, especially when paired with accessible information, signage, guided experiences, and hospitality offerings that support hikers. Incorporating trails into destination planning benefits tourists and locals alike. Trails improve the quality of life for residents, encourage healthy lifestyles, and foster environmental stewardship.
Case Studies: Trails That Drive Tourism
Around the world, there are many examples that show how trails can be powerful economic engines. One trail that stands out is the Jordan Trail, a long-distance route that stretches more than 650 kilometers across the country, linking communities, landscapes, and heritage sites.
Since the Jordan Trail officially launched in 2017, it has attracted thousands of international visitors and has become an economic driver for villages along the route, creating opportunities for local guiding companies, homestays, and small businesses. In 2017, the Epic Trails crew filmed along the Jordan Trail to showcase its offerings. Heliconia produced a short film that highlighted the people and landscapes along this one-of-a-kind 450-mile trail, which stretches from the north of Jordan to the south.
Closer to home, Banff & Lake Louise Tourism has demonstrated how strong trail-to-town connectivity can extend visitor stays and increase spending. Parks Canada notes that Banff’s integrated trail systems encourage visitors to explore both natural landscapes and the community itself, reinforcing tourism’s economic and cultural impact. The Epic Trails crew has also filmed in Banff in both summer and winter, showcasing its incredible diversity across seasons for audiences with different travel preferences.
Epic Trails has also highlighted other examples through our shoots, from rural areas in Europe, to communities across the U.S. where hikers contribute significantly to local economies, and beyond.
An Opportunity for Growth
Heliconia is a leader in outdoor travel storytelling with several award-winning television series broadcast to millions on major networks like Outside TV, Discovery Channel, and PBS. Heliconia showcases hiking and backpacking destinations all over the world, and each episode is paired with digital storytelling across the BackpackingTV YouTube channel, the Epic Trails Instagram page, and the Epic Trails Facebook page. These platforms connect with an engaged community of outdoor enthusiasts across different demographics and regions who actively seek inspiration for their next adventure.
For destination partners, this means more than visibility. It means access to broadcast and digital distribution, compelling storytelling, and a library of royalty-free photography and video assets captured during production. With Epic Trails and the Heliconia team, destinations can position their trails and communities at the center of a global movement toward wellness, exploration, and meaningful travel.
At the heart of Epic Trails is host Mike Fink, whose passion for backpacking and hiking brings authenticity and credibility to the series. Through his journeys, Mike highlights not only the landscapes but also the culture, history, and people connected to each trail. His perspective resonates with viewers who crave both adventure and meaningful stories, making Epic Trails a trusted voice in outdoor travel media.
In the race to stand out in a crowded tourism landscape, the humble hiking trail, amplified by strategic partnerships, compelling storytelling, and authentic content, may be the best path forward.
The destinations that will stand out in the next decade are those that recognize trails not only as paths through landscapes, but as pathways to economic growth, cultural connection, and global visibility.
About the Author
McKenzie Dolan is a seasoned marketing professional with a deep-rooted passion for the outdoor and adventure travel industry. McKenzie brings several years of expertise in digital marketing strategies, project management, and creative marketing. McKenzie’s work focuses on elevating brand awareness and visibility through compelling outdoor adventure content.
About Heliconia
Our mission is simple – to ‘Guide People to a Lifetime of Adventure’. Heliconia specializes in creating and producing travel TV shows like Epic Trails, that are broadcast into over 100M+ US TV households on platforms like Discovery Channel, PBS, FanDuel Sports Networks, and OutsideTV. From outdoor adventures to family escapes and culinary journeys, our productions inspire audiences to explore the world. Curious about who Heliconia is? Watch our promo reel or get in touch!