25 trails to explore in 2025
Your brand is more than just its product. It’s the community it cultivates. It’s the expert knowledge it possesses. As the world’s leading hiking app, we didn’t want to just provide a never-ending list of trails (though we did have 400,000+ in our database). Rather, curate and be the leader in knowing the trails worth traveling to. This was AllTrails first step into editorial territory.
As lead writer, I researched, narrowed down, and wrote all of the content for 25 trails to explore in 2025. Bringing it to life was a true cross-functional effort. I partnered with design lead Matt Giesting and our data integrity, PR, localization, and engineering teams to identify emerging trends, build an interactive editorial experience, and launch an entire go-to-market campaign.
Evolving for 2026
2026 was a big marketing year for AllTrails. We were set to triple our broadcast presence, invest in a multi-city OOH campaign, and create more social content than ever before. We needed a scrappy way to turn the spirit of 25 trails to explore in 2025 into a scalable, repeatable annual franchise.
Partnering with lead designer Alexa DaDali, I helped concept Travel-Worthy Trails, which included a distinct naming convention, visual identity, and go-to-market strategy. We evolved from singular trail highlights to regional collections. And since we didn’t have the eng bandwidth for a full landing page, we pivoted to itinerary-style emails designed to inspire travel.
In the press…
Travel + Leisure
These 8 Scenic Hikes Were Just Named the Most Travel-worthy in the World, According to AllTrails
TimeOut
This beautiful coastal Australian region has been named one of the world’s must-visit hiking destinations for 2026
Northumberland Gazette
Northumberland named a top global hiking destination for 2026
Boston.com
New England has 2 of the best trails to explore worldwide in 2025, according to AllTrails
RNZ
Hump Ridge Track receives global recognition: 'It has been amazing for Tuatapere'