Why Passes and Trails Are Becoming Core Destination Infrastructure in 2026

From Incentive to Infrastructure

Traditional tourism marketing often focuses on broad campaigns and seasonal peaks. Passes and trails shift that focus to ongoing engagement. Rather than offering a discount or one-time incentive, well-designed passes form part of a destination’s everyday visitor experience. This reorientation matters because visitors today expect personalized, accessible experiences that help them discover things they wouldn’t otherwise find on their own.

DMOs are leaning into this idea in creative ways. In London, Ontario, the Downtown London Business Association used check-in trails with prize incentives to draw both locals and visitors into the downtown core. Since last year, those trails generated tens of thousands of check-ins and significant spending at local businesses, with the added benefit of building community awareness around downtown offerings. Data from trail participation helped the organization secure awards and validate ROI to stakeholders, underscoring how these pass structures function as strategic assets rather than seasonal gimmicks.

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Supporting Economic Goals Through Targeted Engagement

Beyond visitation numbers, passes and trails are powerful tools for dispersing visitor activity and supporting economic goals across regions. In places like South Dakota, DMOs are using curated experiences to encourage visitors to explore beyond traditional hotspots, reducing overtourism pressure and spreading spending more evenly. This kind of intentional design helps destinations manage sustainability objectives while still boosting local business performance.

Similarly, themed experiences like Toledo’s Coffee Quest 419 show how a focused pass can drive measurable economic outcomes. In just three months, that program directed more than $200,000 to local coffee shops by engaging both residents and visitors in a structured exploration of community offerings.

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Making Discoverability Part of the Visit

A core advantage of integrating passes and trails into your destination infrastructure is improved discoverability. Passes turn passive attractions into active exploration pathways. They give visitors a reason to expand their itinerary, try new experiences, and spend more time – and money – in your community.

Take the Columbus Attractions Pass as an example. By bringing multiple attractions under a single digital experience, the destination helped contribute to an overall increase in visitors, creating a compelling reason for travelers to prioritize Columbus in their plans.

In Williamsburg, Virginia, a pancake trail and festival became more than a fun seasonal event. It helped position the destination as the “Pancake Capital of the World,” reinforcing identity and encouraging both overnight stays and repeat visits.

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Data That Empowers Strategy

One of the most transformative aspects of digital passes is the data they produce. Unlike traditional printed brochures or generic visitor guides, digital passes record structured interactions – where visitors check in, what activities they complete, and which partners benefit most. This data gives DMOs deeper insight into visitor behavior and helps make strategic decisions around future programming, partnerships, and marketing investments.

Reporting also enables better storytelling with stakeholders. In the Downtown London example, reporting data wasn’t just a nice-to-have; it was instrumental in demonstrating the economic value of the trails in conversations with local businesses and community partners.

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Designing Passes That Reflect Place

The most effective passes don’t just list things to do; they reflect what makes a place distinct. Whether it’s a downtown arts trail, a coffee passport, or a statewide exploration of lesser-known destinations, these programs elevate the unique character of a place and help visitors feel like insiders. This kind of design becomes part of a destination’s identity, making your region more memorable and shareable.

For DMOs looking ahead to 2026, thinking about passes and trails as strategic infrastructure rather than temporary campaigns opens up opportunities for year-round engagement. It also creates frameworks that adapt to evolving visitor expectations while delivering measurable impact for partners.

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Conclusion

Passes and trails are emerging as foundational elements in destination marketing because they align with the way people travel today. They enhance discoverability, provide valuable data, drive economic engagement, and create meaningful experiences that can define a visit. For DMOs planning in December and beyond, investing in these programs positions destinations not just to attract visitors, but to shape how those visitors explore and connect. As you plan for 2026, treat curated passes as more than promotional tools; they are infrastructure that supports long-term destination goals.