Whether you're in a bustling market town, a picturesque suburb, or a rural village, a well-organised trail can bring people together and boost the local economy.
Here's how you can get started by working collaboratively with your tourism board, chamber of commerce, and food and drink businesses.
1. Understand the Power of a Food and Drink Trail
Food and drink trails offer visitors a curated experience, a way to sample the best local bites, sips, and stories in one cohesive journey.
Trails not only encourage people to explore your area, but they also extend visitor stays, increase spending in local shops, and create memorable experiences that drive return visits and positive word of mouth.
2. Rally Your Partners
A successful trail starts with collaboration. Reach out to:
Your Local Tourism Board – They can help with promotion, mapping, branding, and grant funding.
Chamber of Commerce – They’ll likely know all the local business owners and can coordinate with a wider network of stakeholders.
Independent Businesses – Bakeries, breweries, distilleries, delis, cafés, pubs, farm shops, and restaurants all bring something unique to the table.
Host a meeting to share the concept and invite feedback. Emphasise how participation can increase footfall and visibility for each venue.
3. Decide on the Trail Format
Will it be a walking trail, a driving route, or a combination of both? Consider:
Themed Trails – For example, “The Artisan Trail”, “Sweet Tooth Tour”, or “Ale and Tapas Route”.
Time-Limited Events – A weekend trail, monthly tasting night, or seasonal campaign (like a Christmas trail).
Permanent Trail – With printed maps, a mobile app, or signage around town.
Whatever format you choose, make sure it’s accessible and clearly signposted.
4. Create a Brand and Marketing Plan
Work with your tourism board and local creatives to design a logo, trail map, and website or landing page. Include:
Descriptions of each business on the trail
Opening hours
Contact details
Social media handles
GPS or paper map routes
Encourage each business to promote the trail on their own platforms, and consider setting up a dedicated Instagram or Facebook page.
5. Offer Incentives and Experiences
Add value to your trail by offering:
Passports and Stamps – Visitors get a stamp at each stop and can win a prize for completing the trail.
Tasting Experiences – Offer exclusive samples, behind-the-scenes tours, or chef’s specials for trail participants.
Trail Tickets – Charge a small fee to cover a tasting at each location, which can help with logistics and funding.
6. Think Seasonally and Sustainably
Plan themed trails around events like British Food Fortnight, harvest season, or Christmas markets. Make sure you include:
Recycling points
Clear travel information (public transport options or parking)
Accessibility for all
This will help position your trail as a responsible and inclusive experience.
7. Measure and Celebrate Success
Track attendance, social media engagement, and business feedback. Ask visitors for reviews and testimonials. Celebrate your successes with press coverage, thank-you events, and public recognition of participating businesses.
Conclusion: Taste the Potential
A food and drink trail isn't just about eating and drinking – it’s about community pride, storytelling, and economic development. By bringing together your local tourism board, chamber of commerce, and food and drink businesses, you can create something that puts your town or suburb on the culinary map.
So, get planning, get tasting, and get your town ready to show off its finest flavours!
Need help planning your trail or designing your promotional materials? Your tourism board may offer support, and many local designers or marketing students are keen to get involved in community projects. Keep it local – and keep it delicious!