Home Headline

The Bear Grylls Adventure to land in Birmingham

bear grylls adventure

IN a global first, Merlin Entertainments has announced an epic £20m attraction which is opening in 2018 in partnership with Bear Grylls.

The world first, action packed experience has been created in partnership with everyone’s favourite adventurer, Bear Grylls, at a total cost of £20 million.

To announce this innovative attraction, survival expert, international TV host and bestselling author, Bear Grylls heli-dropped into Cnicht in Snowdonia to direct explorers to his brand new, one of a kind experience.

The 8000 square metre attraction will open as a permanent feature at the NEC, Birmingham in 2018, and it’s the place budding thrill seekers can experience a whole world of adventure under one roof.

Visitors 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.

 Bear is one of the most recognised faces of survival and outdoor adventure, having learnt his skills in the SAS before his Emmy-nominated TV show Man vs Wild/ Born Survivor became one of the most watched programmes on the planet and Merlin Entertainments is a world leader in visitor attraction experiences – perfect partners to create this first of its kind large scale attraction.

In an ever growing digital world, research has shown a growing appetite for adventure. Bear has been central to each step of the attraction’s design and development – from the initial concept, right through to providing expertise and insight into the challenges. Bear has also donated a lot of his own kit to display on site to really make this his own!

Taking inspiration from the excitement of Bear’s real-life adventures across mountains, deserts and jungles around the world, the attraction will give guests the ultimate platform to test and push themselves on authentic recreations of Bear’s favourite challenges.

Dive – experience the thrill of a new environment as you take on the ultimate deep dive experience.

Fly – iFLY Indoor skydiving which simulates the incomparable feeling of freefall

Climb – choose a route inspired by breathtaking famous terrains – from the boulders of Fountainbleau to the face of El Capitan to the steps of Mount Everest, which Bear first climbed in 1998.

High Ropes – Zip slide from a Chinook helicopter onto the most extreme high ropes action in Europe. Summon all your courage and don’t look down!

Basecamp – a collection of four mental, physical, group and individual challenges designed to help you learn the core skills for adventure.

Bear Gryll's iFly at NEC

Bear Grylls iFly

Bear 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.”

Challenges come in all shapes and sizes, from conquering small spaces, heights, the dark or facing creatures head to head. By testing focus and control, by learning a new skill or pushing stamina and drive with a new activity, adventurers will be able to test self-belief and physical and mental agility.

Prices and activity times will vary for different activities, with Basecamp entry tickets starting at £25.

Guests are encouraged to book in advance for this experience as on the day tickets will be extremely limited.

For more information please visit www.beargryllsadventure.com
See you there...


Tell us what you think...