Hiking is booming in Norway.
And southern India too.
From The Chennai Trekking Club:
1300 members, 10+ joining each day, 50 treks completed, 15000+ photos
They sound excited about the outdoors:

… trekking through tropical, dense jungles, stretching your physical limits while conquering steep uphill slopes, breathing fresh mountain air, exploring virgin ever-green forests, navigating through mountainous terrain with map and compass, diving into hidden mountain streams and waterfalls, setting up our own camp, experiencing the peacefullness and beautyfull valley views, drinking from clear mountain streams, sleeping under the bright stars, spontaneous bonding between new trekkers while overcoming obstacles together, photographing that once-in-a-lifetime wildlife scene, …
Looks like they are having FUN:

The website looks good … though some of the links did not work correctly.

