Author: Fi Darby

Hygge? Mysa? Scandi? Can you get to IKEA by train?

Mysa (I hope) is the Swedish equivalent of the cosy concept of hygge.

In July 2024 I travelled back from Sweden to the UK by train after a wonderful holiday in Stockholm. I love all things Scandinavia and sometimes visit IKEA here in the UK to get my Scandi fix (apologies to any actual Scandinavians here, I know IKEA isn’t Sweden). And not your usual travel writer destination.

But I did recently demonstrate that you can get to IKEA by train.

GWR Newcourt Station, Fi Darby

Sweden doesn’t have to be expensive.

My nearest IKEA store is just outside Exeter and I happened to spot it on my way back from a train adventure in Exmouth (lovely coast walk). It sits conveniently between two stations so last time I fancied meatballs and cinnamon buns (as well as a browse of the bargain area) I suggested we hopped on board.

Why go to IKEA by train?

IKEA cinnamon buns, Fi Darby

I know! There’s a limit to how much flat-pack furniture you can comfortably fit in a train station lift or a GWR carriage but that might be one of the advantages of taking the train to IKEA.

You won’t come home with unexpected furniture.

But the lack of unauthorised items in my IKEA bagging area wasn’t the only advantage to an IKEA adventure by train.

  • We had zero car parking issues
  • We felt smug about our travel eco-credentials
  • We had great sea views from the train
  • We saved cinnamon buns for the journey home

How many IKEA stores are there in the UK?

By some magical travel weirdness, I once visited the first IKEA store to open in the USA. That was in the days when my nearest IKEA was in Birmingham (not the Birmingham in Alabama).

Today there are 21 IKEA stores across the UK.

Or 22 or 20 depending on which IKEA web page you read. Most of them are in England but there are two in Scotland, one in Cardiff and one in Belfast.

Nobody needs to visit them all.

Map showing the location of the UK’s IKEA stores.

Getting to IKEA stores by train

White and purple simple train station sign with the word Newcourt in black.
Newcourt station Exeter, Fi Darby

It could be argued that buying plants and candles I don’t need were acts of unnecessary consumerism. But hopefully, by arriving by train I managed to mitigate some of that (at the same time as enjoying meatballs for lunch).

Sustainability for outdoor adventurers.

It’s not possible to easily get to all 20 IKEA stores by train but I’ve given you the station details for nine below. I’ve only chosen stores within a 30-minute walk of a train station. That’s plenty far enough to carry a plant, a picture frame and a bag of frozen meatballs.

The research took ages so don’t complain if your nearest store isn’t there.

I can’t promise you a picturesque walk but there will be a loo when you get there. Walking times are from Google Maps because I didn’t visit all the stores.

Even I can’t eat that many cinnamon buns!

Train to IKEA Bristol

  • Location – Eastgate Shopping Centre
  • Nearest train station – Ashley Down
  • Walking time – 20 minutes

Train to IKEA Cardiff

  • Location – Ferry Road
  • Nearest train station – Grangetown
  • Walking time – 15 minutes

Train to IKEA Edinburgh

  • Location – Costkea Way
  • Nearest train station – Straiton Mains
  • Walking time – 12 minutes

Train to IKEA Exeter

Newcourt station Exeter, Fi Darby

Is it possible to have a ‘home IKEA’? If so, Exeter is mine. And yes, that is its real address.

  • Location – IKEA Way!
  • Nearest train station – Newcourt station
  • Walking time – 12 minutes

Train to IKEA Greenwich

  • Location – Bugsby’s Way
  • Nearest train station – Westcombe Park
  • Walking time – 15 minutes

Train to IKEA Manchester

  • Location – Ashton-Under-Lyne
  • Nearest train station – Ashton-Under-Lyne
  • Walking time – 10 minutes

Train to IKEA Reading

  • Location – Pincents Kiln Industrial Park
  • Nearest train station – Theale
  • Walking time – 20 minutes

Train (and tram) to IKEA Sheffield

  • Location – Tinsley
  • Nearest train station – Meadowhall Interchange (then tram to Carbrook)
  • Walking time – 1 minute (from Carbrook)

Train to IKEA Southampton

  • Location – West Quay Road
  • Nearest station – Southampton Central
  • Walking time – 11 minutes

So there we have it. IKEA by train isn’t quite as much of an adventure as Sweden by train or indeed anywhere else in Europe by train. But arriving at your Swedish-ish shopping destination car-free might give you a less stressful experience than having to negotiate the IKEA parking.

And if you buy the wrong thing, a great story to tell.

 

 

 

 

Overcrowding? Environmental damage? Is geotagging all bad?

What do Dartmoor’s Wistman’s Wood, New Zealand’s Cathedral Cove (Te Whanganui-a-Hei) and Arizona’s Horseshoe Bend have in common?

Are they all beautiful natural places that have suffered overcrowding and damage at the hands of social media location sharing?

Or are they places that have brought joy to greater numbers of people because they have become easier to find?

Geotagging and location naming is a complicated issue, and by writing about it, I’m about to walk a tightrope between those saddened by the degradation of their most precious natural spaces and those who believe location sharing has made the outdoors more accessible to all.

I both like and dislike location geotagging.

I’ve seen some of my favourite places damaged so much I no longer visit them but I’ve also visited popular locations recommended on social media posts.

I’ve even chased ‘that’ Instagram picture.

But as an outdoor writer and more recently a sustainable travel writer, I’m acutely aware that what I do and say matters.

Because I am perceived as an expert.

I’ll explain later how I manage my own concerns about social media location data but for now, let’s take a look at how and why people are so keen to share locations for everybody to see.

Why geotag locations at all?

Somewhere in the Cairngorms, Fi Darby

Before I start, let’s make sure we know the difference between geotagging and location naming.

Geotagging is when you apply geographic coordinates to online media. Geotags are often obvious (e.g. on Instagram) but sometimes hidden (e.g. website metadata).

Location naming usually involves words rather than coordinates and can be included wherever there is online writing.

Both geotagging and location naming are really important elements in SEO (Search Engine Optimisation). By including location information in the form of geotags or place names, a creator is helping search engines to match their content with online search queries.

And more matches means more visibility.

Which is great for businesses but also great for someone who wants to gain Instagram followers or drive web traffic to their personal blog.

Plus we all secretly enjoy a bit of location bragging.

What are the problems with online location tagging?

Busy Lostwithiel Bridge, Fi Darby

As outdoor writers we have a responsibility.

It’s easy to use words like ‘overcrowding’, ‘over tourism’ and ‘environmental damage’ here but, although there are scales and measures available, all three can be difficult to define.

Especially when it comes to emotive concepts like ‘my favourite place’.

Who am I to say whether five people or five hundred people is too many at the top of a mountain?

I’ve listed a few of the named issues of geotagging and location bragging (another emotive word) below:

  • Rising house prices (locals pushed out)
  • Lost communities (more visitors than locals)
  • Degraded landmarks (natural or manmade)
  • Supply issues (leading to food price increases)
  • Increased carbon emissions (transport related)
  • Local authority pressure (rubbish, roads etc)
  • Grid locked and obstructed roads
  • Loss of experience (empty views, litter etc)
  • Human safety (poor route advice)

If you don’t think your location label or geotag has contributed to any of the above, think again.

I had to.

  • That secret car park that has now been closed?
  • That lovely camp spot now with used loo roll?
  • That view that is no longer empty?

In the past I’ve given the location of them all.

So what are the advantages of online geotagging?

Learning navigation skills, Fi Darby

We’ve already established that geotagging your Instagram post or mentioning locations in your writing is great for your own personal or business success but location sharing isn’t just good for the people who do it.

It has made our outdoor landscapes accessible to more people.

Think about it. When I first learned to navigate, you could only find lonely landmarks by using map and sometimes compass skills. And you only knew about those landmarks by exploring yourself, talking to locals or reading guide books.

In my adult life, that situation has irreversibly changed. Modern location technology can take you anywhere with a geotag, and social media platforms and content make everywhere look tempting and ‘easy’ to get to.

In other words, more people know about, and are able to find, more beautiful places.

There’s an issue though isn’t there. We go outside to escape and we don’t always want to see more people in our cherished outside spaces. But it is well established that access to the outdoors is good for our mental and physical health.

Which means that when more people get outside, the whole of society benefits.

And there can be no argument that location information, especially from our peers, and especially when accompanied by a beautiful photo, is a key factor in encouraging people outside.

So how can we make geotagging and location sharing sustainable?

Dartmoor Wild Camping, Fi Darby

I think it might be possible.

As much as some of us would like to, there’s no going back to the days of secret locations or hidden wildernesses.

Sooner or later someone else will find and share their locations.

We are hard-wired to tell stories and descriptions of the places we’ve visited play a huge part in that.

But we can have a positive impact through the way we tell those stories. These days I try, in my writing and through my social media content, to help protect places and communities from some of the issues I’ve mentioned above.

  • I consider a location’s vulnerability before I name it
  • I use general geotags on Instagram
  • I advocate exploring instead of visiting
  • I try to give useful look-after-this-place information
  • If a place is especially vulnerable, I don’t publish it at all

I haven’t been accused of location gatekeeping yet but I suspect that day will come. It won’t be a fair judgement when it does but I’ll be happy to explain my reasons.

Of course there is one big irony in all of this.

In order to get my sustainability messages across, I need an audience.

And one of the best ways to get that audience is to use geotagging.

I told you it was complicated.

 

Komoot or OS Maps, which app is best for walking route planning?

 

 

 

What does an outdoor influencer look like?

What is an influencer?

That’s a big question. Here’s one definition.

An influencer is someone who exchanges goods or services promotion on social media or web channels for monetary or other reward.

Ten years ago when I was in charge of the careers curriculum at my local secondary school, the term ‘influencer’ was new, frowned upon, and not an acceptable career goal.

But young people were already aspiring to become influencers.

At the same time, I found myself an accidental influencer through the blog Two Blondes Walking and our associated social media channels. People, it turned out, wanted to hear about the exploits of two women who took their outdoor activities very seriously but knew how to laugh at themselves.

We were outdoor women in a male world and we were rocking it.

I was that (then) rare thing, a female outdoor influencer. At the time I didn’t anticipate how big the outdoor influencer world was going to get. We were slightly bewildered by the attention we were receiving. Things have changed since then. Brands, including outdoor brands, now rely on influencer marketing for sales. Here in the UK, an astounding spend of £1bn on influencer marketing campaigns was expected by the end of 2024.

But despite the funding available, earning money as an influencer is still something for the elite few. Especially in the outdoor world. This is partly because there are far more outdoor influencers now, and it is much harder to gain a large social media following than it used to be. In reality, most of us swap advertising and endorsements for outdoor gear or experiences.

And we usually see influencer work as a side hustle.

Are online influencers always looking for sales?

Influencers can do a lot of good. Get Outside Champion 2016

Mostly. Or at least the brands that support them are. Creating quality online content takes time and effort. Two things that neither influencers nor brands want to expend without seeing some return. The Advertising Standards Agency requires both parties to be open about goods and services received in return for published influencer content, and Instagram’s SEO Adam Mosseri has recently reassured us that Instagram will not downrank branded content.

So it should be easy to spot sales-oriented influencer recommendations.

But not all influencer campaigns are about sales. Charities use influencer marketing to raise awareness of issues. Politicians use it to gain voters and influencers can also have a huge impact on the promotion of values and lifestyles.

But as with everything in life, sometimes the lines get blurred.

So what do outdoor adventure influencers look like in 2025?

Ordnance Survey Champion 2024, Fi Darby

Beautiful? Super fit? All the gear? Young?

Quite possibly outdoor influencers do not look like the crazy-haired middle-aged woman at the top of this post.

Even in 2015, I didn’t look like what I would call the archetypal influencer. I was already in my forties, scared of heights, and desperately trying to find plus-size outdoor gear. I didn’t make any money with my blogging and social media work but was sent enough walking boots and waterproof jackets to stock our outdoor education cupboard.

And I got to share my values. As one of the original Ordnance Survey Get Outside Champions (now Ordnance Survey Champions), I had (and still have) plenty of opportunites to encourage other people to enjoy the benefits of an outdoor lifestyle.

Apart from my age, things haven’t changed much.

Except that these days I feel as though the influencer world might be leaving me behind. I can no longer meet social media follower number requirements, my physical body sometimes lets me down, and I lack the competitive drive that took me so far in my younger days.

I often feel I can’t keep up.

With my recent interest in all things sustainable, I’m not sure this is a bad thing, consumerism has its issues and isn’t necessarily something I want to chase. But I keep going because I don’t want to lose my ‘voice’ on topics about which I feel strongly.

  • Women outdoors
  • Sustainable adventures
  • Access for all

Am I likely to change? Well, of course. I turn 57 at the end of January, and I am changing all the time. But I can’t see a future that includes thousands of Instagram followers and me bounding up cliffs on ropes.

Perhaps I am a different type of influencer.

What are the different types of social media influencers?

My quest for plus-size women’s walking trousers, Fi Darby

The group we would call online influencers is now huge and could be broken down in any number of ways. When it comes to choosing who to work with, numbers such as follower numbers or website visitors are usually a big deciding factor for brands but other things such as personality and engagement also still matter.

If they didn’t, I wouldn’t be doing what I do.

Here are six often-used terms that describe influencers. All of them can be used to describe outdoor influencers and some influencers fit more than one description.

  1. Bloggers (me). Loyal following, lots of engagement, perceived as experts.
  2. Vloggers (not me). Video-centric, larger following, often activity-based.
  3. Social Media influencers (me). Personal connections, ‘fellow consumers’.
  4. Nano influencers (me). Fewer but more loyal followers, lots of engagement.
  5. Micro-influencers (not me). 2K+ followers, seen as experts.
  6. Celebrity influencers (not me). 10K+ followers, admired from a distance.

Why is influencer marketing so effective?

Influencer marketing, Fi Darby

Influencer marketing works best when we see someone who looks like us or is doing things we like to do. We often follow the lead of influencers whom we find aspirational. If we think, ‘I’d like to be like her’ or ‘he looks a bit like me’, we’re more likely to take note of what they say.

  • ‘These walking boots keep my feet dry.’
  • ‘Running is good for you.’
  • ‘The menopause doesn’t have to stop you.’
  • ‘A lightweight tent will help me.’

All of which means that different audiences are drawn to different influencers. Indeed on any list of ‘top’ outdoor influencers, you’ll see a much more inclusive range of people than you once would have.

But they will all have one thing in common.

They will all have really large social media follower numbers.

I don’t.

Which is probably the main reason I sometimes feel a bit left behind.

But that’s a topic for another conversation.

 

 

 

 

Outdoor and travel writing trends for 2025

I started off my writing career as an outdoor writer but over the last couple of years, I’ve realised something important.

Outdoor and travel writing are inextricably linked.

As we approach 2025, I believe these two are set to become even more intertwined as adventure travel and car-free holidays gain popularity with a wider range of people.

Continue reading “Outdoor and travel writing trends for 2025”

How to claim a refund on UK train tickets

What to do if your UK train is delayed and you need a refund

If your train has just been cancelled, it might help your annoyance levels to remember that delays and cancellations are an inevitable part of any travel network.

Plan your own adventure by train

It can be difficult to work out what to do when you get that train cancellation email or even when you arrive at the station to find no train, but there is some good news.

In the UK you can get train ticket refunds.

Continue reading “How to claim a refund on UK train tickets”

REVIEW – Montane Women’s Spirit Waterproof Jacket

I’ll start this blog post with a huge ‘thank you’ to Ordnance Survey and Montane who recently sent me Montane’s Women’s Spirit waterproof jacket as part of my role as Ordnance Survey Champion.

It’s a tough job but someone has to do it!

If like me, you love getting outdoors in all weathers but prefer not to carry too much weight, the Spirit could be the waterproof for you. I’ve already discovered its versatility. This jacket is great for walking, hiking, catching the bus, even going to the loo (camping only, we have an indoor loo at home).

There’s plenty to like. And all of it fits easily into a small rucksack.

And all of it will keep you dry.

Continue reading “REVIEW – Montane Women’s Spirit Waterproof Jacket”

How about a campervan Christmas… In Cornwall?

Where to camp at Christmas

A UK campervan Christmas isn’t for everybody but if you fancy swapping the family noise for a bit of peace and quiet, there are campervan sites open all year and finding campsites at Christmas isn’t as tricky as you might think.

Two years ago we decided to turn our backs on the traditional family gathering and try a campervan Christmas instead. Despite living in Devon, we didn’t opt for Christmas by the beach but set off instead to one of the UK’s best campsites at Christmas.

Continue reading “How about a campervan Christmas… In Cornwall?”

Five map symbols to help you explore Scotland

We all know there are map symbols for rivers, maps symbols for forests and map symbols for the coast but did you know there are also some map symbols that are especially useful if you are travelling to Scotland?

Continue reading “Five map symbols to help you explore Scotland”

What to wear to wee in the woods

Which bedding do you choose when you’re going on a campervan trip?

Because you don’t have to carry your gear in a rucksack, the list of potential campervan bed linen is almost endless. It doesn’t need to be light, it doesn’t need to fit into a rucksack and you (usually) don’t need to worry about keeping it dry.

All very cosy but getting up for a wee often isn’t.

Continue reading “What to wear to wee in the woods”

Dogs in campervans – my top tips

Before our recent road trip to Scotland, I wondered how compatible dogs and campervans really were.

But even in our small van, I have been pleasantly surprised.

This fortnight road trip around Scotland was Fred’s third campervan holiday but it was also his longest. When he was just an excitable pup we celebrated a white Christmas in the van at Glen Coe.

Once he’s clean, he makes an excellent hot water bottle.

Continue reading “Dogs in campervans – my top tips”