A major tourism campaign to promote North Wales as the ‘Adventure Capital of Europe’ has been boosted by news that five top attractions – including two in Meirionnydd – will invest £30 million and create 500 new jobs over the next five years.

The famous five – Llechwedd, Zip World, Adventure Parc Snowdonia, GreenWood Family Park and RibRide – have joined forces with North Wales Tourism, supported by the Welsh Government’s tourism team, Visit Wales, to launch the new drive.

The aim of the £165,000 campaign is to increase visitor numbers to North Wales and boost the tourism economy – which is already worth £3.2bn in the region – by an extra two per cent, equivalent to £64m.

All five firms are chipping in to help fund the marketing plan to target the Midlands and the North West across a variety of media platforms.

Jim Jones, managing director of North Wales Tourism, which is leading the campaign, said: “The primary aim is to enhance North Wales’ position in the global marketplace by growing and leveraging our existing strength, which is adventure. This will make us more economically diverse.

“We are looking to promote North Wales as the Adventure Capital of Europe. This campaign has been developed by the private sector, supported by Visit Wales, and approaches adventure as an all-encompassing concept – not just focusing on adrenalin-driven activities but the region’s distinct heritage and the outdoors.

“One of the key strengths which brought us together is adventure and this could include adventure on mountains, on beaches, or adrenaline-driven adventures – it’s endless.

“We want to position North Wales as a year-round tourism destination, raising awareness and promoting experiences and activities that take place throughout the whole year. 

“We need to be one team and join up our efforts. There are huge opportunities out there. We need to play to our strengths. We have something that is unique and our uniqueness is our adventure offer.”

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