In recent years, hiking and outdoor tourism has emerged as one of the most dynamic sectors within sustainable tourism. It offers a unique blend of personal experiences, the promotion of local destinations, and economic benefits for local communities. The leading trade fairs in the sector clearly reflect this growth, providing SMEs with valuable opportunities to discover new trends and showcase the regions they represent.

In Europe, one of the most important global tourism trade fairs, ITB Berlin, has in recent years dedicated ever-growing space to the Adventure Travel & Responsible Tourism section. This segment focuses on active, outdoor, ecological, and socially responsible travel experiences, with a strong emphasis on environmental protection and the well-being of local communities. The data shows that 67% of international travelers say “they are open to adventure." Over the next 5-10 years, adventure travel will evolve into a more intentional, integrated, and data-driven growth segment. Demand continues to focus on nature, culture, and wellness, but travelers increasingly expect these experiences to offer clear benefits to local communities, ecosystems, and destinations. Adventure will be defined as an important connection between people and place.

On a national level, events like the “Fa' la cosa giusta!” fair (13 - 15 March 2026) in Italy have emerged as key platforms, not only focused on sustainable lifestyles but also serving as a reference point for slow tourism, with a particular emphasis on hiking trails. The fair hosts the Fiera dei Grandi Cammini (Great Trails Fair), a dedicated space for hiking and pilgrimage routes. This section brings together operators, associations, and enthusiasts to exchange ideas, share experiences, and develop new projects, further showcasing the growing importance of this sector.

During the 2026 edition of the fair, the European Association of the Via Francigena, DETOUR partner, participated with a stand displaying project materials and the QR code for the Open Call for Collaborative Projects, offering a valuable opportunity to engage with stakeholders, tour guides, and industry experts who visited to learn more and discuss the project. While the Municipality of Fidenza, as the DETOUR project leader, delivered a presentation on tourism opportunities in the Emilia Romagna region. The presentation focused on two key segments: first, the B2C segment, highlighting how the region can attract pilgrims and bikers through its dedicated itineraries and routes; and second, the B2B aspect, addressing small and medium-sized enterprises (SMEs) and services that support slow tourism. This is in line with broader trends highlighted in the “Italia, Paese di Cammini” report, which showed a 29% increase in walkers in Italy in 2024, with 191,465 walkers and over 1.4 million overnight stays along the trails, despite difficult weather conditions. This growing interest in walking tourism underscores the rising importance of sustainable and resilient tourism models, which the DETOUR project aims to foster.

[Credits: AEVF]