When cross-country ski resorts open for the season, a familiar question repeats itself: How do we encourage visitors not to free‑ride on others’ contributions, but instead pay for trail grooming? At Dalarna University, researchers have examined what truly affects people’s willingness to pay trail fees at established ski facilities, and how we can secure long-term financing for outdoor tourism trails, without threatening the Right of Public Access.
The research project is being conducted within the Centre for Tourism and Leisure Research (CETLER) at Dalarna University with funding from the Knowledge Foundation (KK‑stiftelsen). It is being carried out in collaboration with destinations such as Kläppen, Orsa Grönklitt, and SkiStar Sälen. The purpose is to understand how outdoor tourism can be financed sustainably over time, without compromising the public’s right to access nature.
“We see that the willingness to pay often has more to do with perceived fairness, a sense of community, and trust than with formal rules. It’s about social norms,” says Tobias Heldt, Professor of Tourism Studies and project leader.
Skiers are more willing to pay when the fee feels meaningful
Part of the project includes studies from Jana Brehmer’s licentiate thesis, where surveys and interviews show that many skiers choose to pay trail fees even when rules about payment are unclear. The fee is viewed as a service, not as a payment for access to nature.
“Personal contact with trail staff, visible improvements to the trails, and clear communication about how the money is used are crucial factors,” says Jana Brehmer, doctoral student at CETLER.
Results the industry can use immediately
The insights from the research can be applied directly by tourism destinations, municipalities, and companies in the outdoor sector:
- Communicate that the fee pays for services, not for access to nature.
- Create opportunities for personal interaction between staff and visitors.
- Build social norms through transparency and visitor involvement.
The results provide immediate support to destinations, municipalities, and businesses seeking to develop sustainable models for trail‑fee systems, especially at the start of the winter season.
“There is concern about the privatisation of nature, but we see that the right communication can increase understanding of why financing is necessary. It’s about ensuring access for everyone while still offering a high-quality product in the future,” says Tobias Heldt.
The research behind the results:
- Read more about the research project: Finansiering av rekreationsleder i turistdestinationer: Hur insikter från beteendeekonomi och ny teknik kan finansiera och utveckla ledsystem i Sverige
- Read Jana Brehmer’s licentiate thesis: “Understanding, Assessing and Conceptualising Visitor Compliance under Open Access. The case of Trail Pass Systems for Cross-Country Skiing in Sweden”, Mittuniversitetet
