RESPONSIBLE TOURISM
SKIP THE CROWDS FOR FREE DESSERTS
GRAND JUNCTION, COLORADO, UNITED STATES
Taking the path less traveled on your next journey could reward you with more than a peaceful hike. Grand Junction, Colorado, is helping outdoor adventurers discover new trails and earn discounts in town at the same time.
What's
changing
The steadily increasing popularity of outdoor experiences draws crowds to well-known trails and outdoor spaces. To keep areas protected, peaceful, and safe for wildlife, destinations need to manage creative crowd control.
What's already
possible
Hikers in Grand Junction can use a web-based app called the “Outdoor Adventure Pass,” provided by Bandwango software, to find check-in locations at trails across the surrounding Mesa county. The check-in locations are placed to disperse residents and visitors, and avoid crowding in the most popular spots.
Seizing
the opportunity
The pass requires users to have mobile phones, but does not require a signal for all check-in locations. It acts as a directory of over 140 trails and outdoor experiences in the Grand Junction area. Points earned from checking in can be redeemed at restaurants, breweries, shops and tour operators. Checking in at just one trail could earn enough points for a free dessert or appetizer.
Standout
tactic
The pass has trip-planning information for each check-in location, including parking advice, and it organizes trails by level of difficulty, location and type of activity (hike, bike, horse or off-road vehicle).
How
it helps
As of January 2024, 612 visitors and locals had used this new pass, which is still in a soft-launch phase. Land managers will analyze data collected through the pass to learn how long visitors stay at sites and which trails they use. A new feature will soon include short, educational videos that pass users watch before they can check in and earn points.
Diving
deeper
How can tourism boards using similar services prevent fake check-ins or other tactics that minimize the incentive for businesses to redeem points?
Increasing
impact
A popular destination with a pass program could work with lesser-known, neighboring communities to include their check-in locations and redemption options, sending visitors across a wider region.
Traveling
better
Travel is inherently carbon intensive. Whether you are taking a mini-break or an annual vacation, consider ways to minimize your impact by staying longer in one place, reconsidering how you travel to the destination, and supporting businesses that are working to make their community and the world a better place.
