Travel: Find Your Way: Orienteering Navigates a Surge in Popularity, Fueled by Adventure and Analogue Appeal

Why it is the topic trending:

• Influence of "Race Across the World": The BBC's popular TV series is significantly raising awareness and interest in navigation-based challenges similar to orienteering.

• Desire for Experiences in Nature: The article highlights a growing consumer interest in outdoor activities and experiences connected to nature.

• Combination of Adventure, Exercise, and Learning: Orienteering uniquely blends physical activity, exploration, and the acquisition of practical navigation skills.

• Analogue Appeal in a Digital World: For some, orienteering offers a refreshing opportunity to disconnect from technology and rely on traditional tools like a map and compass.

• Global Accessibility and Participation: Thousands of permanent orienteering routes exist worldwide, making it an accessible activity in many regions.

• Rise in Interest Since the Pandemic: The International Orienteering Federation (IOF) has noted increased interest from countries like the UK, Australia, and New Zealand since the pandemic.

• Orienteering as a Travel Trend: The article suggests that orienteering events are becoming popular travel destinations for enthusiasts, combining sport with holidays.

• Events Catering to Different Skill Levels: From the World Orienteering Championships to local club events, there are opportunities for both elite athletes and beginners.

• Inclusion of Urban and Natural Environments: Orienteering takes place in diverse settings, including forests, parks, and even cities, offering varied experiences.

• Growing Number of Clubs and Resources: The increasing number of orienteering clubs, like the 120 in the UK, indicates a growing community and availability of resources.

Overview:

The article explores the increasing popularity of orienteering, an outdoor activity that involves navigating to a series of checkpoints using a map and compass. The recent success of the BBC's "Race Across the World," which features a similar premise on a grand scale, is believed to be contributing to this growing interest. Orienteering offers a blend of adventure, exercise, and the chance to learn navigation skills in various natural environments, and sometimes even urban settings. Originating as a military exercise in Scandinavia, it has evolved into a popular recreational and competitive sport with thousands of permanent routes worldwide, particularly in the Nordic countries and the UK. The International Orienteering Federation reports a rise in interest from the UK, Australia, and New Zealand, and various international and local events cater to a wide range of participants, combining sport with travel and outdoor exploration.

Detailed Findings:

• "Race Across the World" Influence: The popularity of the BBC TV series is driving interest in orienteering.

• Core of Orienteering: Navigating to checkpoints using a map and compass in forests, parks, or cities.

• Scandinavian Origins: Originated as a military exercise but popularized due to "right to roam" policies.

• Global Presence of Routes: Thousands of permanent routes, with over 1,000 in the UK alone.

• Increased Interest Since Pandemic: The IOF notes a rise in interest from the UK, Australia, and New Zealand.

• World Orienteering Championships: An annual event with races open to all, hosted in Finland in 2025.

• Orienteering as Active Sport Holidays: Events are attracting people seeking active travel experiences.

• Examples of European Orienteering Events: World Masters Orienteering Championships (Spain), Sintra PH30 Festival (Portugal), Antalya Orienteering Festival (Turkey), World Orienteering Championships (Finland), White Rose Weekend (England).

• UK Orienteering Clubs: 120 clubs exist in the UK, offering various events and activities.

Key success factors of product (trend):

• Accessibility: Orienteering can be enjoyed by people of all ages and fitness levels.

• Affordability: It generally requires minimal specialized equipment beyond a map and compass.

• Connection with Nature: It provides an opportunity to explore and engage with the outdoors.

• Mental Stimulation: It challenges navigation skills and problem-solving abilities.

• Sense of Accomplishment: Successfully finding checkpoints provides a rewarding experience.

• Social Aspect: Many events offer opportunities to participate individually or in groups.

• Challenge and Competition: For enthusiasts, it offers a competitive outlet.

• Travel Opportunities: Events around the world allow for combining sport and exploration of new places.

Key Takeaway:

Orienteering is experiencing a surge in popularity, potentially fueled by the success of "Race Across the World," offering a unique blend of outdoor adventure, physical exercise, and navigation skill learning, with accessible routes and events available globally for various skill levels.

Main trend:

The main trend is the Growing Interest in Active and Analogue Travel Experiences, where individuals are seeking travel opportunities that combine physical activity, outdoor exploration, and a departure from digital reliance, often focusing on skill-based activities like navigation.

Description of the trend:

Beyond Passive Sightseeing: This trend describes a shift in travel preferences towards more engaging and participatory experiences. Instead of solely focusing on visiting landmarks and observing passively, travelers are increasingly drawn to activities that involve physical movement, learning new skills, and actively interacting with their environment. This includes a renewed appreciation for "analogue" activities that rely on traditional tools and methods, offering a break from the constant connectivity of the digital world and fostering a deeper, more immersive connection with the travel destination.

What is consumer motivation:

• Seeking Adventure and Challenge: Travelers want to push their boundaries and experience a sense of accomplishment.

• Desire for Physical Activity: Combining travel with exercise and outdoor pursuits is appealing.

• Learning New Skills: Activities like navigation and orienteering offer an opportunity for personal growth.

• Disconnecting from Technology: "Analogue" activities provide a break from screens and constant digital engagement.

• Authentic and Immersive Experiences: Engaging actively with the environment leads to a richer and more memorable travel experience.

What is driving trend:

• Popularity of Adventure and Reality TV Shows: Programs like "Race Across the World" inspire viewers to seek similar experiences.

• Increased Awareness of Mental and Physical Well-being: Travelers are looking for holidays that benefit their health.

• Desire for Unique and Off-the-Beaten-Path Experiences: Moving away from mass tourism towards more niche and authentic activities.

• Growing Interest in Sustainability and Responsible Travel: Engaging with nature in a mindful and low-impact way.

What is motivation beyond the trend:

• Sense of Freedom and Independence: Navigating oneself through unfamiliar terrain can be empowering.

• Appreciation for Nature and the Outdoors: Spending time in natural environments is increasingly valued.

Description of consumers article is referring to:

Based on the article, the consumers interested in orienteering as a travel trend can be characterized as follows:

• Adventure Seekers: They are drawn to the element of challenge and exploration.

• Active Travelers: They want their holidays to involve physical activity.

• Skill Learners: They are interested in acquiring or improving navigation abilities.

• Tech-Weary Individuals: Some may be looking for a break from digital devices.

• Nature Enthusiasts: They enjoy spending time in forests, parks, and other green spaces.

• Potentially Inspired by "Race Across the World": The TV series has likely broadened the appeal of such activities.

• Looking for Unique Holiday Experiences: They are seeking something different from typical sightseeing vacations.

• What is their age? While orienteering has traditionally been popular across age groups, the increased interest might be drawing in younger individuals inspired by the TV show. The World Masters Championships also indicate a strong interest among older adults.

• What is their gender? Not specified in the article, and the appeal of adventure and outdoor activities is generally broad across genders.

• What is their income? Likely a range, as orienteering itself is not inherently expensive. Travel to events might involve varying budgets.

• What is their lifestyle: Likely includes individuals who are active, enjoy the outdoors, and may have an interest in puzzles, maps, or strategic thinking.

• What are their shopping preferences in the category article is referring to? They might invest in durable outdoor gear, quality maps and compasses, and travel to locations known for orienteering events or routes.

• Are they low, occasional or frequent category shoppers? Could range from those trying it out for the first time as a holiday activity to dedicated enthusiasts who participate in events regularly.

• What are their general shopping preferences-how they shop products, shopping motivations? Might value quality and durability in outdoor equipment. If traveling for orienteering, they might prioritize destinations with good routes and events.

• What kind of products they like: Maps, compasses, hiking gear, comfortable outdoor clothing, potentially travel guides and resources related to orienteering.

Conclusion: Orienteering is gaining traction as a travel trend, appealing to individuals seeking active, adventurous, and analogue experiences in nature, potentially inspired by the popularity of shows like "Race Across the World."

Conclusions:

The growing interest in orienteering highlights a broader trend in travel towards more active, skill-based, and analogue experiences that connect individuals with nature. The appeal lies in the combination of adventure, physical activity, and the rewarding challenge of navigation, offering a departure from passive sightseeing and an opportunity to learn new skills while exploring diverse environments. The influence of popular media like "Race Across the World" is likely to further fuel this trend, encouraging more people to discover the unique satisfactions of finding their own way.

Implications for brands:

• Opportunities for Adventure and Outdoor Tourism: Travel companies and destinations can promote orienteering routes and events.

• Demand for Navigation and Outdoor Gear: Retailers selling maps, compasses, and hiking equipment may see increased interest.

• Potential for Skill-Based Travel Experiences: The trend highlights the appeal of holidays focused on learning and applying new skills.

Implication for society:

• Increased Engagement with Nature and the Outdoors: A growing interest in activities like orienteering can foster a greater appreciation for natural environments.

• Promotion of Physical Activity and Well-being: Orienteering is a physically engaging activity with health benefits.

Implications for consumers:

• Access to Unique and Engaging Travel Experiences: Orienteering offers a different way to explore new places.

• Opportunity to Develop Practical Skills: Learning navigation with a map and compass is a valuable skill.

Implication for Future:

• Further Integration of Active and Analogue Elements in Travel: Expect to see more travel experiences that emphasize participation and skill development over purely passive consumption.

• Potential Growth in Niche Travel Markets: Activities like orienteering could see a significant increase in popularity within their target audiences.

Consumer Trend:

Active and Analogue Adventures: Consumers are increasingly seeking travel experiences that involve physical activity, skill-based challenges, and a break from digital technology.

Consumer Sub Trend:

Navigation-Focused Travel: Activities centered around map and compass navigation, like orienteering, are gaining popularity.

Big Social Trend:

Wellness and Experiential Travel: Travelers are prioritizing experiences that contribute to their physical and mental well-being and offer opportunities for personal growth.

Worldwide Social Trend:

Global Interest in Outdoor Activities: A widespread appreciation for nature and outdoor pursuits is driving many travel choices.

Social Drive:

Seeking Challenge, Achievement, and Connection with Nature: Individuals are motivated by the desire to push themselves, learn new things, and experience the outdoors in a meaningful way.

Learnings for brands to use in 2025:

• Highlight Active and Skill-Based Travel Options: Promote travel experiences that involve physical engagement and learning.

• Cater to the Desire for "Analogue" Experiences: Offer opportunities to disconnect from technology during travel.

• Partner with Organizations Promoting Outdoor Activities: Collaborate with groups focused on hiking, navigation, and similar pursuits.

Strategy Recommendations for brands to follow in 2025:

• Develop Orienteering-Focused Travel Packages: Offer trips that include access to routes, event participation, and navigation training.

• Promote Destinations with Strong Orienteering Infrastructure: Highlight regions with established routes and a welcoming community for enthusiasts.

• Create Content Showcasing the Benefits and Appeal of Orienteering: Use storytelling to inspire potential travelers.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The rising consumer trend of active and analogue adventures, exemplified by the increasing interest in orienteering, necessitates that travel brands and destinations in 2025 promote experiences that combine physical activity, skill development (like navigation), and a disconnect from digital devices to cater to travelers seeking more engaging and authentic ways to explore the world.

Final Note:

• Core Trend: Active and Analogue Adventures: Travelers seeking physically engaging and tech-free experiences.

• Core Strategy: Promote Skill-Based Outdoor Activities: Highlight opportunities for learning and active participation in nature.

• Core Industry Trend: Wellness and Experiential Travel: Focus on travel that benefits well-being and offers unique experiences.

• Core Consumer Motivation: Seeking Challenge, Achievement, and Connection with Nature.

Final Conclusion:

The growing appeal of orienteering, spurred by popular culture and an underlying desire for active and authentic experiences, presents a significant opportunity within the travel sector. By recognizing and catering to this trend, brands and destinations can attract a segment of travelers looking for more than just passive sightseeing, offering them a chance to challenge themselves, connect with nature, and learn valuable skills in the process.

Core Trend Detailed:

The core trend of Active and Analogue Adventures describes a significant shift in travel preferences where individuals are increasingly seeking holidays and experiences that actively engage them physically and mentally, often in outdoor settings, and deliberately move away from a reliance on digital technology. This trend is fueled by a desire for more immersive and authentic connections with the environment and a growing appreciation for the benefits of physical activity and mental challenge during leisure time. "Analogue" in this context refers to activities that rely on traditional skills and tools, such as map and compass navigation, hiking without digital aids, or engaging in hands-on crafts or learning experiences. This type of travel prioritizes personal involvement, skill development, and a deeper engagement with the destination over passive consumption or constant connectivity to the digital world.

Key Characteristics of the Core trend:

• Emphasis on Physical Activity: Involving movement and exertion, such as hiking, cycling, or paddling.

• Skill-Based Activities: Often centered around learning or applying practical skills like navigation, cooking, or crafting.

• Disconnect from Digital Devices: Encouraging a break from smartphones and other digital technologies.

• Focus on Outdoor Exploration: Taking place in natural environments like forests, mountains, or waterways.

• Desire for Authentic Experiences: Seeking genuine interactions with local culture and the environment.

Market and Cultural Signals Supporting the Trend:

• Increased Popularity of Adventure Travel: A growing segment of the tourism industry caters specifically to adventurous and active travelers.

• Rise of Wellness Tourism: Travelers are seeking holidays that focus on physical and mental well-being.

• Interest in Off-Grid and Digital Detox Retreats: People are increasingly looking for ways to disconnect from technology.

• Success of Shows Highlighting Adventure and Resilience: Programs like "Race Across the World" capture the public's imagination.

How the Trend Is Changing Consumer Behavior:

• Choosing Destinations Based on Outdoor Activity Opportunities: Selecting locations known for hiking trails, waterways, or natural landscapes.

• Seeking Out Travel Experiences That Offer Learning and Skill Development: Opting for trips that include workshops or guided activities focused on specific skills.

• Intentional Disconnection from Technology During Travel: Actively choosing to limit smartphone use and rely on traditional tools.

Implications Across the Ecosystem:

• For Travel Operators: Opportunity to develop and market active and skill-based travel packages.

• For Destinations: Can attract a growing segment of travelers by highlighting their outdoor resources and opportunities for active engagement.

• For Retailers: Potential for increased sales of outdoor gear, maps, and other related equipment.

Strategic Forecast:

• The trend of Active and Analogue Adventures is likely to continue to grow as more people seek meaningful and engaging travel experiences.

• Expect to see more innovative travel offerings that cater to this desire for active participation and skill development.

Areas of innovation:

• Augmented Reality Enhanced Orienteering Maps: Developing traditional paper maps that, when viewed through an AR application, provide supplementary information without giving away the navigation challenge.

  • Detail: This could include AR overlays showing terrain details, points of interest near checkpoints (after they've been physically reached), or even subtle hints or challenges for more advanced orienteers, blending the analogue core with helpful digital enhancements.

• Off-Grid Navigation and Communication Devices: Creating user-friendly, affordable devices that offer reliable GPS tracking and basic communication features (like pre-set messages or SOS) without relying on extensive cellular networks, catering to safety concerns in remote analogue adventures.

  • Detail: These devices would allow individuals to feel more secure while engaging in off-the-beaten-path activities, providing a safety net without undermining the reliance on traditional navigation skills during the core activity.

• Gamified Orienteering Challenges and Communities: Developing apps that introduce a gamified element to orienteering, offering virtual badges, leaderboards based on completion time or difficulty, and online communities for sharing routes and experiences, encouraging participation and engagement within the analogue activity.

  • Detail: This can tap into the competitive spirit and social connection aspects of travel, motivating individuals to explore new routes and share their achievements with like-minded adventurers, even if the activity itself is primarily analogue.

• Curated "Analogue Adventure" Travel Packages: Designing comprehensive travel packages focused on destinations known for their orienteering infrastructure or natural suitability for map and compass activities, including guided introductions to the sport and local cultural experiences.

  • Detail: These packages would cater to travelers specifically seeking active and screen-free holidays, providing a structured way to experience orienteering and other similar activities in a new location, often led by experienced guides who can also offer insights into the local environment and culture.

• Integration of Orienteering with Other Analogue Activities: Combining orienteering with other outdoor pursuits like hiking, trail running, or kayaking in organized events or self-guided itineraries, creating multi-day active adventures that emphasize analogue skills and exploration.

  • Detail: This allows participants to experience the landscape in diverse ways, relying on a combination of navigational skills and physical endurance, further enhancing the immersive and challenging nature of the travel experience.

Final Thought:

The increasing appeal of orienteering, driven by a desire for active engagement with nature and a hint of analogue challenge, perfectly encapsulates the growing trend of Active and Analogue Adventures in travel. This movement signifies a broader longing for authentic experiences, personal growth, and a meaningful connection with the world beyond the screen.

Source: https://www.nationalgeographic.com/travel/article/could-orienteering-be-the-next-big-thing-in-travel