Wales to Promote Adventure Tourism

The Welsh Government has unveiled plans to launch an innovative campaign to promote Wales as the world's capital of adventure tourism.

The country will launch a series of themed years, beginning with the Year of Adventure in 2016 followed by The Year of Legends in 2017 and then The Year of the Sea in 2018.

The concept has already secured the backing of two prominent adventurers, Bear Grylls and Richard Parks, who have agreed to be Adventure Ambassadors for Wales in 2016.

The Welsh Government has invested consistently in adventure tourism products in recent years and the country now boasts attractions such as Zip World, Surf Snowdonia and the world’s largest underground trampoline. Wales also castles and wildlife centres as well as world-class mountain biking facilities at centres such as Coed y Brenin, Bike Park Wales and Antur Stiniog.

The 870 miles of the Wales Coast Path is the longest continuous path along a nation’s coastline and will play a key role in the activities for 2016, it’s development has seen a growth in products associated with the coast path – costal restaurants, visitor and activity centres.

The launch of the Year of Adventure will see the Welsh Deputy Minister for Culture, Sport and Tourism, Ken Skates take a flight on the world fastest zip wire at Zip World, Velocity, at Bethesda, in the company of leading tourism figures.

“This launch signals a huge ambition to promote Wales as the home of adventure in 2016,” Mr Skates said. “The Year of Adventure will see a series of major events and activities of considerable international significance. The year will build on world-first attractions, such as the biggest inland surfing centre on the planet at Surf Snowdonia and the fastest zip wire adventure on earth at Zip World, both of which have been supported by Welsh Government. During 2016 the people of Wales and visitors who travel here will experience the centenary celebrations of Roald Dahl, which will encompass attractions on an extraordinary scale. Children will be invited to take over and sleep in castles, museums and abbeys, surrounded by world-class adventure exhibitions, whilst treasure hunters will be able to take part in a Geocache challenge along the Wales Coastal Path. Family adventures involving great big picnics, stargazing and acrobatic circuses will take place, as well as opportunities for young people to write their own adventures.”

Richard Parks, former Wales international rugby union player, turned extreme athlete and adventurer, said, “Throughout my life the landscape of Wales has been the foundation to all my endeavours. From hill repeats on Merthyr Mawr sand dunes as a rugby player, pounding the trails and the roads on my bikes, to deprivation training in the Brecon Beacon and Snowdonia National Parks, Wales has helped forged the person who I am today. It’s my great honour to be an Ambassador for the Year of Adventure, and my privilege to help promote Wales as a world leading destination for adventure. Adventure is relative to each and every one of us, it doesn’t have to be an extreme expedition. Anytime we choose to step outside of the parameters of our normal life is an opportunity for us to be more active, grow and learn more about the world that we live in. I proudly carry my Welsh flag on all my expeditions, to some of the most remote and wonderful corners of our planet, and yet it never fails to amaze me just how blessed we are here at home in Wales.”

Bear Grylls, a world wide icon for the great outdoors and the ultimate in adventure, said, “When you take people outside and get them to have a few adventures, the skills they learn are positivity, courage, determination and resourcefulness. Taking part in activities is about empowering people and we see people’s confidence and pride grow. Spending time doing something different and challenging yourself can really show people what they are made of. I’ve had amazing experiences in Wales with my Survival Academy; the beautiful, rugged and wild terrain of Wales lends itself so well to so many activities and adventures. I’m delighted to be an ambassador for next year – Wales is where the adventure starts in 2016.”

The Miller Report which was commissioned by Visit Wales and the Wales Activity Tourism Organisation (WATO) shows that outdoor activity tourism in Wales is an important part of the Welsh economy, worth £481 million and supporting 8,243 Welsh jobs, and will continue to grow in importance as the outdoor activity sector grows.