This report explores the outdoor experience of the future. Looking back, we note that the driving forces of escapism have changed over the years. What started out as a desire for rest and relaxation has evolved into an active search for fun, enjoyment, as well as a focus on exciting experiences. By taking a closer look at the trends that affect us as consumers in relation to outdoor experiences, we can examine the effects of urbanisation, our need for simplification, safety and what gives rise to these needs. We can also consider our quest for seamless action (our increasing intolerance to hassle) and we can take a look at the role of digitalization: is it a boon or a bane to our experience outdoors? We put the Millennials under the microscope and look at its desire for order, as well as its interest in the little things in life. We contemplate how so-called “curling parents” view the outdoor experience as a success factor for their children. Moreover, how does the outdoor experience fit into the new community of thought?
Being able to engage in business year-round and to increase profitability are the challenges currently facing many providers of outdoor experiences. This report describes the target groups to appeal to, ways to create new potential, and ultimately, to create new tourist seasons.
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