The Djuwang Baring mountain bike trails in Creswick, Victoria, which opened as recently as November 2024, are already delivering 25 % increase in takings for local hospitality and accommodation businesses. 17
It is not surprising that state and local governments around Australia are responding to meet the demand and leverage this economic opportunity. The Western Australian Government is delivering their regional trail development strategy; mountain biking destinations have recently been developed in Mackay, Queensland and Omeo, Victoria; and rail trails are being developed across Australia, there are over 30 in the pipeline! 18 Additionally, efforts are being made to sustainably maintain existing trail networks, whilst managing unsanctioned trails, 19 seeking a balance between ecology, culture, and user experience.
HOW TO MAXIMISE THE ECONOMIC VALUE OF A TRAIL: PRACTICAL, IMPLEMENTABLE IDEAS FOR DESTINATION MANAGERS
1. Understand your trail’ s users To inform trail and experience development and supporting services, and ensure trail marketing is impactful and cost-effective, it’ s important to have a deep understanding of who future users will be before developing a trail, or, for existing trails, to understand who is currently using the trails, as well as who could be tempted to use your trails( the opportunity markets). This will enable the destination to meet their needs, and exceed their expectations – the key to return visits and inspiring word of mouth recommendations to others.
Amongst other research, the University of Queensland’ s report on Brisbane Valley Rail Trail users is insightful for destinations with a rail trail, and Tourism Australia’ s Future of Tourism Demand experience factsheets provide insights into a range of trail user types, from cyclists and trail runners to those who undertake walking tours, and even pilgrimages.
Many trail users travel with companions who won’ t use the trail or don’ t share the same level of passion for the trail, such as families where one parent and one child want to spend days mountain biking, but the other parent and other child don’ t. Consider how your destination can be attractive for the whole travel group to maximise visitation, length of stay, and expenditure.
2. Leverage existing assets There isn’ t always a need to start from scratch and build new trails – you can work with the assets you have. Conduct an audit to uncover opportunities for low-cost trails in your destination, such as by mapping state forest trails or quiet country roads to develop gravel bike trails.
The 450km-long Downs Burnett Cycle Trail, a gravel trail near Kingaroy in Queensland, was developed on existing public roads by a small group of local cycling enthusiasts for just a few thousand dollars – the cost of a website and trail marker stickers. The project was funded by an economic development grant from Toowoomba Regional Council.
VOL 18 NO 2 2025 34 www. edaustralia. com. au