Ambitious plans have been unveiled to turn North Wales into the top adventure destination of the UK.<\/p>\n
That\u2019s the vision of Tourism Partnership North Wales, the body responsible for the strategic development of the region\u2019s visitor economy, who see the outdoor sector as a vital component of the visitor economy.<\/p>\n
The new Heart of Adventure campaign aims to build on the region’s reputation as a hotspot for action packed holidays.<\/p>\n
The region\u2019s outdoor sector already employs more than 8,500 people while\u00a0 bringing in more than \u00a3150 million a year.<\/p>\n
Tourism Partnership commissioned a study looking to create a brand with the aim of helping to elevate North Wales into the top five UK visitor destinations and to be number one with thrill seekers.<\/p>\n
The aim is to bring 50 outdoor specialist companies on board, generate an extra \u00a3500,000 in visitor spending and create 25 new jobs in the process.<\/p>\n
The Heart of Adventure brand was officially launched at a reception for mountaineering equipment firm DMM\u2019s European Climbing Team in Llanberis.<\/p>\n
Tourism Partnership’s Regional Strategy Director, Dewi Davies, explained that the vision was to create a brand that firmly established North Wales as the destination for outdoor activity in the UK.<\/p>\n
He said: \u201cThe interest in outdoor adventure has shown consistent growth whether from weekend adventurers or committed enthusiasts.<\/p>\n
\u201cPeople are looking for new places to visit and our competitors are only too aware of this and we know they, like us, are working hard to increase visitor numbers.<\/p>\n
\u201cWe feel by working together and with businesses and attractions speaking with one voice we can show just what North Wales has to offer. And showing we really offer something different will be key to our success.<\/p>\n
\u201cUp to now we have had many different voices all sending out their own message about what North Wales offers the dabbler or the daredevil.<\/p>\n
\u201cWe now need to ensure that as well as a warm welcome we help people experiment with the huge variety of adventures we offer.\u201d<\/p>\n
\u201cI really believe North Wales has a golden opportunity to become the future of outdoor adventure through the quality of our activities, the variety of our adventures and the sheer passion we have for the outdoors.<\/p>\n
\u201cThe message has to be that North Wales is unique in that it\u2019s compact, all in one place, central, perfectly placed within the UK and as it\u2019s a different country where there are real cultural differences to enjoy too.\u201d<\/p>\n
He added: \u201cBut the most important message has to be that here in North Wales the ourdoor sector are passionate, proud and pioneering.<\/p>\n
\u201cPassionate in that we are full of real heart and humour, proud of our unique culture and heritage and pioneering in that we are literally brimming with individual spirit.\u201d<\/p>\n
Ben Slack, the International Export Manager at DMM, which employs 200 people and produces mountaineering products for the global market, told the audience North Wales really is a special place.<\/p>\n
He said: \u201cThe rock here in North Wales is different, it\u2019s special whether you look at the slate, sandstone or sea cliffs. It\u2019s challenging and nothing like what you experience in mainland Europe for example.<\/p>\n
\u201cI know foreign climbers like to come here as we offer climbing in its purest form. There are no bolt-ons in our rock faces like you get in Europe. Climbers have to think and tackle blank rock faces themselves.<\/p>\n
\u201cOf course it\u2019s not just climbing as North Wales has so much more to offer whether you like mountain biking, canoeing, hiking or any other adventure.<\/p>\n
\u201cI believe TPNW have done the right thing in coming up with the Heart of Adventure brand. It\u2019s now up to business and attractions to sign up to the concept and begin speaking firmly as one voice.\u201d<\/p>\n
Professional climber Alex Luger, 25, of Vorarlberg, Austria, who is sponsored by DMM, said: \u201cIt is nothing like I expected. It\u2019s been amazing and the climbing is fantastic.<\/p>\n
“In the Alps, for example, every rock face has bolts drilled into crevices so you just clip on and climb knowing everything is safe.<\/p>\n
\u201cHere, there are no bolts so you have to think for yourself. This is climbing the traditional way and it\u2019s harder mentally and physically and much more adventurous.<\/p>\n
\u201cIt\u2019s certainly a place I would recommend and somewhere I\u2019d like to come back to again.\u201d<\/p>\n
German climber, Chris Igel, 23, of Franconia, Bavaria, was equally impressed.<\/p>\n
He said: \u201cIt\u2019s been brilliant and much more adventurous. A really special place that pushes your climbing skills to the limits as you have to think really hard and work out your climb.<\/p>\n
\u201cThe hospitality has been very good as well. All in all it\u2019s a wonderful place to visit .”<\/p>\n