UK tourism is receiving a timely boost with the news of the acquisition of Cambridge-based ViewRanger by Bavarian Outdooractive. The two outdoor adventure companies are joining forces to showcase memorable destinations and outstanding routes to a combined global community of 7.3 million keen walkers, mountain-bikers, cyclists and more.
Hartmut Wimmer, is Founder and CEO of Outdooractive, the platform of choice for national and regional tourist boards and brands across northern and central Europe, wanting to connect with outdoor enthusiasts.
Wimmer says: “At a time when the tourist industry is facing huge challenges, our collaboration will offer instant exposure for UK destinations to our combined user base, enabling them to quickly attract visitors as restrictions are relaxed.
“Our users share a passion for exploring and enjoying the outdoors. By bringing together insider tips from travel writers and tourism partners with recommended routes from publishers and other enthusiasts, we help them to plan their adventures.
“Creating awareness of gems off-the-beaten track means visitors are encouraged to stay longer to discover a region, generating greater value for the destination.”
The two brands are complementary and have been working closely over the last six months to open up their routes and destinations to subscribers of both platforms.
Craig Wareham is co-founder of ViewRanger; the company pioneered the concept of downloading off-road mapping and route guides to a phone. The app provides the security of always on navigation even in the wilderness and is trusted by mountain rescue teams.
Wareham says: “ViewRanger has made it possible for people - even those that thought they couldn’t use a map - to find good treks and trails and enjoy sharing them. With gyms and sport centres closed more people have started to enjoy being outside and we have seen uplift in subscriptions.
“We have a strong community of outdoor enthusiasts that have contributed to our route finder, now they will also have access to the Outdooractive platform – and the wealth of content and features that it contains. This is an exciting new phase for ViewRanger.”
ViewRanger’s UK operation will continue to grow at its Cambridge headquarters, with two new hires in recent weeks.
Outdooractive has also recently announced the acquisition of mountNpass, the market leader in France for cycling tourism. Its digital cycling network includes 8,000 recommended cycling routes and 120,000 subscribers an exciting addition for keen cyclists.
Outdooractive is now Europe’s largest integrated portal for hiking, cycling, mountain-biking and skiing and connects tourism stakeholders with a global outdoor-community of 7.3 million.