Our story
Treasure Map Trails began during the COVID lockdowns, when I was looking for adventurous, affordable ways to entertain my own children.
I created a fantasy-themed treasure trail around our local town and tested it with my daughters. Then I printed 50 copies and gave them to local families.
The response was far bigger than I ever expected.
Children who had walked those streets dozens of times suddenly became excited by gargoyles, carvings, plaques and historic buildings they'd never noticed before. Parents told me they'd discovered parts of their own town they hadn't appreciated either.
That simple idea has since grown into Treasure Map Trails. We've now created more than 90 bespoke trails, helped over 100,000 families explore towns and cities across the UK, won national awards and worked with councils, BIDs and town centre partnerships across the country.
The mission, however, hasn't changed: to help people see familiar places with fresh eyes.
What we believe
We believe that almost every town already has everything it needs to fascinate children.
The history is there. The architecture is there. The public art is there. The hidden details are there.
The biggest challenge isn't creating places worth visiting. It's helping people notice them.
People rarely build lasting connections with places by looking at information boards. They build them through shared experiences.
That's why every Treasure Map Trail is built around imagination. By weaving fantasy characters and stories into real streets, buildings and landmarks, we encourage families to slow down, explore together and discover things they would otherwise walk straight past.
When children become engaged, parents naturally follow. That creates richer experiences, longer visits and stronger connections with the places they explore.
Why we work with Councils and BIDs
It didn't take long to realise that the same idea which captivated my own children could also help towns reconnect thousands of families with the places around them.
Today, we work with councils, Business Improvement Districts and town centre partnerships who want to encourage more families to enjoy their high streets.
Our maps have been used to support heritage projects, town centre events, holiday campaigns, business engagement and destination marketing.
Every Treasure Map Trail is designed to help residents reconnect with their town, encourage visitors to explore beyond the usual hotspots and and create visible community engagement that lasts long after the adventure has finished.
Meet the founder
Daniel Johnson
Treasure Map Trails
"Treasure Map Trails started as a weekend activity for my own daughters. Seeing how quickly they became fascinated by places they'd walked past for years made me realise that every town already has incredible stories waiting to be discovered. Today, we're helping councils across the UK create those same moments for thousands of other families."