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General public calls for greater political focus on the outdoors

Published: 23/03/2010

 The UK population wants politicians to do more to encourage people to participate in outdoor activities, according to new research by trade organisation the Outdoor Industries Association (OIA). More than 77% think that the Government should make it easier for people to participate in outdoor activities. In addition, over 60% stated that they would probably (47.2%) or definitely (13.1%) support a political party that had a serious, defined policy commitment to encourage the population to participate in outdoor activities.

The OIA survey reveals that a majority of respondents view their outdoor experiences as either more valuable to them than their other leisure activities (27%), or even their most valued (31.5%). Participation in outdoor activities is significant. Research from 2009 (TNS Omnibus from 6–8 January 2009, of 1017 people aged 16-64) identified the level of participation in outdoor activities within the general UK population. Walking came out top, with 51% of all adults participating, while camping (21%), road cycling (14%), longer distance hiking (11%) and mountain biking (10%) are also popular. While 37% of people either never or very rarely take part in outdoor pursuits, 20% participate in outdoor activities two or three times a year and 43% do so at least once a month or every week.

In recent years, the popularity of the outdoors and outdoors based activities has consistently grown and 28% of people who completed the OIA survey spend more than £1,000 on outdoor activities every year, contributing to a multi-billion outdoor economy. Organisations such as the Camping & Caravanning Club have experienced a significant rise in membership and during the recession, the trend for ‘staycations’ led to more people spending time in the UK’s landscapes.

However, despite a raft of national initiatives, such as the Staying Safe Action Plan, Outdoors for All and Change4Life, the general public believes that not enough is being done to promote outdoor activities in the UK. A key role of the OIA is to encourage more people to enjoy the outdoors responsibly and the association is calling on political parties to better represent the outdoors through policy commitments.

Louise Ramsay, chief executive of the Outdoor Industries Association, comments: “We live in a society in which obesity rates have been soaring. Almost a quarter of adults are classed as clinically obese, so getting people active is more important than ever, and simple pastimes such as going for a walk can be a great part of nearly anyone’s healthy lifestyle. The outdoors can play a huge role in improving the fitness of our population, but at the moment not enough is being done to make the most of that opportunity.

“The Outdoor Industries Association is willing, ready and able to work with any of the main political parties that is prepared to take the outdoors seriously. This survey clearly shows that the general public supports our aims and objectives and wants politicians to do likewise. There have been some attempts by the Government to engage with the outdoor community during the last few years - we now look forward to seeing what serious, sustained commitments politicians are going to make during the General Election campaign.”

The OIA recently published its own manifesto for 2010, outlining a plan of action for the year. Key priorities include: providing accurate and useful market intelligence; setting standards for retail training and sales through developing a retail skills qualification; encouraging people to consider careers in the outdoors through outreach programmes; working with UK and European government on issues and legislation that impact the sector; and collaborating with organisations to establish practical and commercial sustainability best practice models for outdoor businesses.

The new OIA survey also revealed that 68% of respondents believe that current regulations and legislation, while important, do not get the balance right between risk and adventure, and can discourage people from enjoying a full outdoors experience.

Experiential learning charity The Outward Bound Trust supports the sentiments expressed through the survey. Established more than 65 years ago, the Trust focuses on boosting personal learning and development through a programme of challenging activities in the outdoors.

Nick Barrett, chief executive of The Outward Bound Trust, comments: “In experienced hands, there is a clear link between adventure in the outdoors, the intensity of the experience for young people and the quality and lasting impact of the learning. Put simply, adventure in the outdoors is a powerful and effective way of learning and the term ‘adventure’ implies an uncertainty of outcome and the ability to assess risk.

“The future success of our society, our economy and our personal happiness depends on creative, enterprising and skilled risk-takers. Unless we educate young people about risk, help them to understand it, to embrace it and to exploit it, then we will fail as a society. The Outward Bound Trust has long believed that the general public fundamentally understands this and the OIA survey clearly demonstrates that to be true. I urge the political parties to take notice.”

The Outdoor Industries Association conducted the survey in early March, in partnership with the Camping & Caravanning Club. Over 1,000 adults from across the UK completed the survey questionnaire.

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