City Trails — A New Perspective
City Trails and Economically Equitable Tourism
Destinations with breathtaking natural attractions are wrestling with a problem. They are attracting too many tourists. The pandemic made the issue worse as lockdowns pushed tourists to find outdoor locations to satisfy their travel habits. As a result, local trailheads are crowded and trails are being eroded by the above-normal foot traffic. In many cities, residents are demanding that CVBs slash their budgets to stem the flow.
We have a similar problem in Detroit but it’s not what you think. We do not have picturesque natural trails downtown, but we do have footpaths that wind their way through our retail districts and parks. Woodward Ave, the main artery through Detroit forms the backbone of our most popular City trail. Businesses located on this trail thrive from the growing foot traffic making their way through downtown Detroit. Unfortunately, businesses located off the trail do not get the opportunity to benefit from the increasing flow of tourists to Detroit.
Our commitment to sustaining the economic vitality of our city forces us to ask,
“How can we make sure that the benefits of tourism touch all parts of the metro region?”
While our approach is evolving, we believe our initial efforts might inspire new approaches by city destinations.
The Heart of Detroit Narrative
Aaron Foley, a prolific Detroit storyteller wondered why news media designated random spots as the center of Detroit. From the map, you will see that the media often directed attention to popular areas of Detroit, that weren’t close to the geographical center of Detroit. Media favorites include Campus Martius and even Belle Isle.
But the actual center of Detroit is centered around Central High School at the intersection of Dexter, Davison, and Linwood miles away from the focus of media attention.
Like many cities, Detroit’s residential and business districts were determined by racist policy. White-owned businesses were encouraged to settle near the riverfront and core downtown areas while Black owned residents were pushed to the periphery. Decades later, this racist gerrymandering persists with BIPOC businesses situated off the well-traveled and lucrative thoroughfares. The media unwittingly reinforce this inequitable dynamic by constantly marketing the same “heart of Detroit” media darlings.
Marketing Matters (a lot)
Destination Marketing Organizations (DMO) are positioned between the traveler and the organization delivering experiences. Since many organizations struggle with marketing, the DMO often is the most effective entity for driving business and increasing visibility. This means that the DMO can determine which businesses win or wither in obscurity.
Embracing Destination Stewardship obligates DMOs to think holistically about where and to who revenue is focused. In Detroit, we work to make sure that tourism revenue is fairly distributed among our members. Our commitment to cultural and economic sustainability encourages us to proactively steer attention to BIPOC businesses and organizations. Marketing is a powerful equity builder if used correctly (and courageously).
Create Sustainable City Trails
We believe that while our downtown business district deserves mention, we are responsible for equitably sharing the benefits of tourism across the city. We accomplish our goal by encouraging travelers to expand the area of interest and explore the retail and restaurant city trails surrounding the main roadways. Like your favorite hiking trailheads, City Trails offer community connections, local flavors, and magical moments just waiting for discovery.
Our goal is simple; create and promote new equitable City Trails throughout metro Detroit. If you serve a city destination consider doing the same for your city.
