Stakeholder collaboration and destination branding in long-distance trail tourism

Trail tourism has gained significant international popularity, with long-distance trails becoming key attractions for tourists and local residents. This growth reflects a shift towards experiential travel; that promotes health and well-being, and a deeper connection with nature. However, the increasing demands present challenges for stakeholders in the tourism, hospitality and events sectors, particularly in promoting diversity, inclusivity, and sustainability. This study explores the complexities of stakeholder collaboration and destination branding in the context of long-distance trails, where diverse stakeholder perspectives and the involvement of multiple regions create significant challenges. Using a qualitative, social constructionist approach, data was collected through Ketso workshops and interviews with stakeholders, including local businesses, tourism operators, government representatives, and trail managers. Preliminary findings indicate concerns about unequal representation in branding efforts, inconsistencies in messaging, and the importance of sustainable practices. The research highlights the need for inclusive and participatory branding strategies that align stakeholder interests, enhance collaboration, and create a unified trail identity. The findings suggest that effective stakeholder collaboration is essential for ensuring the long-term viability of trails, supporting economic development, and promoting conservation, ultimately enhancing the visitor experience across generations.