Adrenaline or Mindfulness? A nature experience is not just a nature experience.

The biggest change to Danish nature in generations

With last year’s green tripartite agreement, Denmark is facing the most significant transformation of its natural areas in generations. Massive investments present a tremendous opportunity to create even more enriching experiences in nature, but they also call for a new mindset in how we develop and communicate outdoor experiences. In December, Danish Coastal and Nature Tourism published a new action plan for outdoor tourism and nature experiences, setting out ambitious benchmarks for how we can develop tourism in nature in a sustainable and balanced way.

 

So who is using naure – and how?  

Among the key points is the need for a more data-driven approach, and the importance of incorporating a commercial perspective. The action plan also highlights a universal truth about experience development: you must work with different target audiences! As the plan states: “The use of nature is undergoing major changes. New audiences are emerging. This demands greater variation in both experience and accommodation offerings in natural settings, and it highlights the potential for sustainable development.”

Whether you work with outdoor recreation, nature experiences, or outdoor tourism, you’ve likely noticed: not everyone engages with nature the same way. Some seek peace and immersion, others crave speed and excitement. Some feel right at home in nature, while others need guidance and facilities to feel comfortable. If we fail to account for these differences, we risk leaving nature’s potential as a space for experiences untapped.

 

Insights and audience tools can help create better outdoor experiences

Vores erfaring viser, at målgruppebaserede indsigter gør en forskel. Når vi arbejder med data og analyser, opdager vi mønstre i, hvordan mennesker bruger og opfatter naturen.  

Our experience shows that audience-based insights make a real difference. When we work with data and analysis, we uncover patterns in how people use and perceive nature.

For example, we recently developed an audience catalog for Udvikling Hærvejen, filled with actionable knowledge about how different Danish groups experience nature. The study identifies three main groups of hikers and cyclists: Nature Enthusiasts, who seek tranquility and deep engagement with nature; Fitness Seekers, who prioritize movement and use nature as a backdrop for exercise; and Life Enjoyers, who combine outdoor experiences with comfort, culture, and fine dining.

For those focusing on international tourists, last year we conducted a comprehensive segmentation across nine markets for Innovation Norway, highlighting how nature and outdoor activities are important to audiences in different ways. For example, the “Active Nature” segment seeks adrenaline and excitement, while the “Quiet Nature” segment prioritizes peaceful activities. Both are motivated primarily by outdoor experiences, while the “Culture and Nature” group looks for nature experiences combined with other types of cultural activities.

By tailoring the offers to specific audiences, we can create stronger experiences and boost engagement across different population groups.

 

Curious? Get in touch with Epinion’s advisory team   

If you work with nature experiences, ask yourself: Who do you want to attract, and how can you make sure your offer meets their needs? At Epinion, we have extensive experience developing and applying audience tools that help organizations like yours tailor experiences in nature. Contact us for a no-obligation conversation about how we can help you bring more people into nature – on their own terms.