The Outdoor Industries Association (OIA) has announced what it describes as the most important campaign in the organisation’s history – Britain on Foot.
Britain on Foot is a call to action to get the British public fitter, healthier and happier in the great outdoors, whether that’s a walk in the park or a weekend spent bagging a Munro. But it extends beyond walking to all types of outdoor activity and adventure, including climbing, trail running and mountain biking – and family adventures like camping and adventure activities like high-ropes courses.
The campaign has the backing of the government. OIA’s chief executive Andrew Denton has been lobbying hard at Westminster and met recently with the Number 10 campaign team to discuss the potential of BoF and other national projects that promote the themes of adventure and the outdoors.
“This is a pivotal time for the UK outdoor industries,” Denton said. “We have made it onto the national political stage, we have gathered representatives from all parts of the sector under one banner, and now we have a campaign that everyone can wholeheartedly support. If we all want this to be a success, we can make it happen.”