In February, the Detour project enters a key implementation phase with the launch of training activities for tourism businesses operating along long-distance trails. The project is designed to strengthen competitiveness and support innovation in destinations where trail tourism is growing, particularly across rural and inland areas.

For businesses along the project’s four pilot areas improving skills and updating operational approaches is especially relevant, as trails often develop in contexts with limited infrastructure, reduced access to services and specific logistical constraints. In this setting, adopting innovative solutions and strengthening professional capacities can improve efficiency and enhance the overall attractiveness of local tourism offers.

Demand for trail-based tourism is also evolving rapidly. Globally, travellers interested in adventure tourism have grown from 30% to 40%, and 67% of international travellers are considered “open to adventure”. In this broader interpretation, adventure increasingly refers to authentic travel experiences that combine active tourism with cultural discovery and meaningful interaction with local communities (Source: Adventure Travel Trade Association, 2025). This trend creates opportunities for businesses to diversify their services and to develop offers that combine local identity, comfort and personalised experiences.

To better understand challenges, needs and priorities of the SMEs operating along the project routes, the Detour conducted a tailored-made survey involving 800 tourism businesses across the four pilot areas in Italy, Türkiye, Greece and Bulgaria in the period of January - May 2025. The results highlight shared challenges, including staff shortages, limited marketing capacity, bureaucratic barriers, seasonality issues and the physical conditions of the routes, with varying intensity depending on the national context. The survey also points to significant differences in the adoption of digital tools. While more than 80% of businesses along the routes in Italy have their own website, this figure drops to 68% in Greece, 58% in Türkiye and 48% in Bulgaria, confirming the importance of digital skills and online visibility for businesses operating along the trails.

Starting from the concrete needs of local businesses and aligning them with evolving tourist demand is therefore a key step in designing training activities that are strategic for the future of trail-based tourism. At the same time, considering the perceptions of local communities regarding tourism impacts supports sustainable and effective route planning and management, ensuring long-term benefits for both residents and visitors.

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