Burgeoning adventure tourism economy is worth £213m per annum

Investment and imagination – which surely along with necessity are the mothers of invention – are transforming the industrial landscape and economy of North Wales. 

Long-abandoned slate mines, disused quarries, old industrial estates and airfields – these are now being reconstructed and re-imagined as 21st century industry: bucket-list-standard outdoor adventure destinations.

A world-first inland surf lagoon, the longest zip line in the northern hemisphere, the biggest zip zone in Europe, giant underground trampolines and rally tracks – together these attractions are pulling in millions of pounds worth of revenue to the Welsh economy every year – worth £213 million in North Wales alone. They are at the vanguard of the fastest growing tourism sector in the UK: outdoor adventure.

What these outdoor adventure destinations have in common is the way they are re-appropriating the industrial assets which powered North Wales during the 19th and 20th centuries, but which had long since fallen into decline. Many of the sites had been left as derelict industrial eyesores, little more than a reminder to their local communities of their economic decline.

Surf Snowdonia, a world-first surf lagoon which opens in the lee of the Snowdonia mountains in the village of Dolgarrog, is one such example. The innovative surf facility is being constructed on the site of a derelict aluminium works once owned by global aluminium giant Alcoa. The factory, which opened in 1907, went in to liquidation in 2007 with the loss of 100 jobs.

Now, backed by a £12 million investment from Conwy Adventure Leisure Ltd which is allied to the Ainscough Group, the surf park will create over 60 direct jobs additionally sustaining around 100 jobs in the supply chain. Its developers conservatively expect in excess of 75,000 visitors every year.

Steve Davies, managing director of Conwy Adventure Leisure Ltd said: “Before we acquired this site it was a derelict industrial wasteland with little prospect for development.

“The odds were stacked firmly against it. It's a beautiful setting but the fact that it sits on a flood plain coupled with low local employment opportunities meant that a housing development was not a viable option.

“We wanted to deliver something altogether more imaginative and ambitious. Surf Snowdonia was born out of our own personal preference for outdoor adventure and water sports as well as a recognition that adventure tourism is a buoyant growth sector for the region and so a great investment opportunity.

“What we're doing here is utterly transformational for the Conwy Valley. Surf Snowdonia already has an extraordinary global following; we've had surf fans as far as Hawaii getting in touch to ask when they can come to North Wales to ride the waves.”

The surf park is a game-changing facility for the world's surf scene. It will use unique wave-generating engineering and technology to produce powerful and consistent barrelling waves of varying heights up to 2 metres, in a 300m long lagoon. The lagoon itself will be filled by rainwater from Snowdonia mountain reservoirs.

Its development is being closely watched the world over, as much for its peerless wave-generating technology as for its potential Olympic relevance (the International Surfing Association think that its consistent waves could see surfing finally recognised as an Olympic sport). It opens its doors in July 2015.

From surf to slate

A few miles away from Surf Snowdonia at Blaenau Ffestiniog, there's another imaginative and ambitious project underway, this time in a disused slate quarry.

When it opens in May 2015, Zip World Below will see adventurers speed through the caverns of the abandoned Llechwedd slate mine on zip wires. The underground attraction is the most recent addition to the Zip World portfolio, which already boasts Europe's largest zip zone at Blaenau, as well as the fastest zip line in the northern hemisphere at Penrhyn Quarry – a site that was once the world's largest slate quarry. The company employs 140 people, with the vast majority recruited from local communities. Zip World, which was kick-started an investment of £790,000, has forecasted a £7 million turnover for 2015. It is expecting a healthy 150,000 participants to ride its lines in 2015, with a similar number coming to watch.

That level of footfall is almost matched by the number of visitors to Bounce Below, also at the disused Llechwedd slate caverns in Blaenau Ffestiniog. Bounce Below features huge trampoline nets suspended above vast slate caverns in what is a unique subterranean playground.

Commercial director of Zip World and Bounce Below, Sean Taylor, believes that the investment in adventure has breathed new life into the heritage of North Wales.

He said: “Without investment many of these amazing sites, which are such an important part of the story of North Wales, would have become hidden from public view and largely forgotten about. That would have been a great shame and a great loss to our collective culture.

“Our visitors are always intrigued by the story of the slate mines, and so the industrial heritage of our sites is a valuable part of the experience.

“What we have done is use creative and imaginative investment to develop world-class adventure attractions which are increasing local employment and reaping dividends for the local economy.

“Our attractions are very much a product of the history and landscapes of North Wales, underground as well as above.”

Overall outdoor adventure tourism is now worth £481 million to the Welsh economy and supports over 8,000 full time equivalent jobs. Nearly half of that revenue is generated in North Wales.

Surf Snowdonia and Zip World have each been supported by additional investment from the Welsh Government. Deputy Minister for Culture, Sport and Tourism, Ken Skates, said: “I'm delighted that the Welsh Government has been able to invest in these iconic, reputation changing attractions which are - and   will continue to attract international attention. 

“This collection of projects is an excellent example of regenerating communities and impacting positively on the economy on both regional and national levels.  They also show how we can work with our amazing Welsh landscape and heritage to create unique experiences and adventures.”

ENDS

*Data on tourism economy / income from 2014 Miller Report

All media queries, including image and interview requests, to:

Louise McWatt

PR, marketing and media relations

loumcwatt@gmail.com

@mcwattlou

+ 44 753 204 3072