What Rural Communities Get Wrong About Becoming a “Trail Town”
Why Trails Are a Long Game, Not a Branding Strategy
At some point in almost every rural community conversation, the phrase shows up:
“We should become a trail town.”
Yep, it sure sounds simple. Clean. Strategic.
You know, just find funding. Build trails. Market them. Attract visitors. Boom ...
But this is where many communities get tripped up.
Becoming a trail town is not a branding exercise. It is not a cool logo or a catchy tagline. And it is not something you declare.
It is something you grow into.
And when communities rush that process, the friction usually follows.
Mistake #1: Treating Trails as a Marketing Strategy
The first mistake is believing trails are primarily about tourism marketing.
Yes, trails can attract visitors. Yes, they can support local businesses. But when the primary lens is branding, the work becomes performative instead of foundational.
You see polished messaging before alignment.
Campaigns before community buy-in.
Visitor expectations before local capacity.
As we’ve been exploring in recent articles, trails are infrastructure. Social, physical, and cultural infrastructure.
Marketing only magnifies the gaps if the foundation is thin.
Communities that last the long term treat trail development as community-building first, economic development second.
Mistake #2: Ignoring Local Fear Around Growth and Gentrification
Not every resident is excited about becoming a destination.
In fact, some are nervous. Some are downright angry. Hostile.
They worry about rising property values.
Short-term rentals replacing neighbors.
Traffic increasing.
The character of the town shifting too quickly.
Those concerns are more about control, not anti-trail.
Polarization grows when leaders dismiss those fears. When they address them honestly, trust deepens.
Becoming a trail-oriented community does not mean becoming unrecognizable or something completely different. It's about being intentional about pace, policy, and identity.
Growth with alignment creates stability.
Mistake #3: Believing Trails Alone Will Fix Economic Challenges
Trails are powerful, but they are not magic.
They will not solve housing shortages.
They will not instantly replace lost industries.
They will not automatically unify divided communities.
What they can do is create momentum. Attract energy. Offer a platform for coordinated progress.
But they must exist within a broader strategy.
Communities that thrive understand that trails are part of an ecosystem that includes small business development, housing policy, land management, and civic participation.
Trails are truly a catalyst. Not a cure-all, as many hope.
Mistake #4: Moving Too Fast to Claim the Title
The term “trail town” carries weight.
But communities that rush to claim it often face unintended pressure.
Visitor numbers rise before infrastructure is ready.
Local businesses struggle to scale responsibly.
Residents feel like growth is happening to them, not with them.
Communities that endure usually move slower than headlines suggest.
They build local culture first.
They cultivate volunteer leadership.
They strengthen land manager relationships.
They clarify shared expectations.
They become trail towns before they ever market themselves as one.
The Real Question Is Not “How Do We Become a Trail Town?”
It is:
How do we build trails in a way that strengthens who we already are?
Instead of chasing a label, communities focus on process over hype, alignment over moving too fast, and longevity over a quick splash.
And ironically, that is what makes them attractive in the long run.
Trails as a Long-Term Community Strategy
Trails are a long game.
They require patience, stewardship, and consistent communication. They demand relationship-building long before ribbon cuttings. They evolve as the community evolves.
When approached thoughtfully, trails can:
Strengthen identity.
Create sustainable momentum.
Support diversified economic activity.
Foster local leadership.
But none of that happens because a town declares itself a destination.
It happens because people do the work.
Conclusion: From Label to Legacy
Becoming is about building a legacy, not just about adopting a brand.
The communities that get this right do not chase hype. They understand it’s a process. They address fears honestly. They move at a pace that maintains trust.
They understand that trails are not only about attracting outsiders.
Instead, they are about serving insiders first.
And when that foundation is strong, everything else tends to follow.
Sean is the Founder and Editor-in-Chief of Trail Builder Mag, a digital media instructor, and the Communications Director for the Northwest Trail Alliance in Portland, Oregon. Email: sean@trailbuildermag.com
