Secret City Trails

Secret City Trails offers self-guided, gamified city discovery walks, functioning as a blend of an outdoor escape room and a treasure hunt. The company was founded in 2017 by Kristina Palavicova and Wendy van Leeuwen, who launched the first trail in Amsterdam to help locals rediscover their city amidst concerns of over-tourism. Their approach involves a web-based application, requiring no downloads, where users solve a series of riddles based on their surroundings to unlock local stories and discover lesser-known locations.

The business operates as a marketplace, primarily targeting both tourists and locals looking for a playful way to explore. Its revenue model is based on the direct sale of these discovery games. A key aspect of their model is the community of local 'creators' who design the trails in over 60 European cities. These creators receive a fee and a 25% share of revenue from each sale of their game, ensuring authentic, off-the-beaten-path experiences. This model also aims to support local economies by driving foot traffic to businesses recommended along the trails without taking a commission.

After its inception, the company grew into a venture-backed business, securing $412K in funding from investors including Speedinvest, Techstars, and Transavia Ventures. However, the founders noted that the COVID-19 pandemic significantly impacted the business. In May 2022, facing challenges in scaling post-pandemic, Kristina and Wendy sold Secret City Trails to Frans Ottenhoff and Lidwine Goessens, the founders of the Netherlands-based company CityGoose, who now continue to operate the brand and platform.

Keywords: city discovery games, self-guided tours, outdoor escape room, urban exploration, travel gamification, local tourism, walking tours, treasure hunts, puzzle trails, city guides, travel tech, local creators, European travel, riddle games, sightseeing alternative, team building activities, cultural heritage, off-the-beaten-path, Lisbon startup, Amsterdam origin