The Bear Grylls Adventure is coming to Birmingham in 2018.
Merlin Entertainment’s 8,000sqm experience has been created in partnership with famed adventurer Bear Grylls at a cost of £20m, and will open as a permanent attraction feature at the NEC.
Grylls said: “I have been so lucky to experience some of the toughest environments and challenges the world has to offer. When your greatest fears are laid bare, you have to keep your nerve and dig deep. That “never give up spirit” is what I hope to inspire in as many people as possible through this huge endeavour. The scale of challenges that can be found at Bear Grylls Adventure are truly mind blowing and it allows millions of others to find the courage and tenacity to conquer their own Everest.”
Nick Varney, CEO Merlin Entertainments, said: “The Bear Grylls Adventure is a one of a kind attraction – bringing together Bear, one of the most celebrated and recognised faces of survival and outdoor adventure, and Merlin’s expertise in creating fantastic, memorable experiences for guests and families across the world.
“In a project that has taken nearly two years in the creation, Bear has been involved in each step of the attraction’s development – from the initial concept, to providing expertise and insight into the challenges. The market for adventure-based activities has incredible potential. Our research shows that nine out of ten young adults are actively seeking adventure and challenge experiences, and this trend is set to continue.”
Visitors to The Bear Grylls Adventure can choose their greatest challenges from incredible headline activities, which include – Dive, Climb, iFLY (indoor skydiving) and the highest free-roam high ropes in Europe. In addition guests will be given entry to Basecamp, where everyone can learn and practice the skills needed for any great adventure in a selection of four group and individual challenges.
