Eco-friendly walking and hiking travel is springing up, but does tourist industry react to demands from the customers? An independent study from Wales (UK) shows that the impact of walking holidays on the rural economy is underestimated and calls for further research. As the success of the local tourist board in Southland (New Zealand) demonstrates, it is possible to attract tourists from abroad by designing a program that promote prestige and beauty of local trails among the native population. A Scottish pilot project is aimed at attracting adventure-seeking tourists to remote areas in off-peak seasons and thus supports the local travel industry. Traditionally, hiking and walking as popular pastimes have been associated with countries such as UK, Australia, US or Canada. Is this perception still true? We are examining special features of individual walking holydays in France and hiking group tours in Tuscany (Italy).