AdventureSmart UK & Ireland is a strategy for outdoor safety that encourages participation in the safe, responsible enjoyment of outdoor recreation.
The purpose of AdventureSmart UK & Ireland
To ensure that everyone in the UK and Ireland can access engaging, accurate and appropriate ‘good practice’ safety messaging delivered via a collaborative network of regional and national partners. Thereby empowering those venturing into the outdoors to make good decisions to manage their safety and that of their companions.
AdventureSmart messaging is informed by behavioural science, and the shared experience and insight of the partners, to effectively reach new audiences via innovative interventions.
Background
AdventureSmartWales was an outdoor safety campaign launched on 5th July 2017 with funding from the Welsh Government (WG) Visit Wales’ (VW) Tourism Product Innovation Fund (TPIF). Further development funding from the Lake District Search and Mountain Rescue Association (LDSAMRA) enabled the expansion of the campaign and the launch of AdventureSmart.UK on 3rd April 2019. Since then, AdventureSmart has grown steadily across the UK and Ireland, with partners as far afield as the Channel Islands. Its organic growth has enabled the strategy to find its place within the wider outdoor recreation sector and connect with tourism, retail and trade organisations and businesses to maximise the reach of outdoor safety messaging to its target audiences.
Governance
AdventureSmart UK & Ireland is delivered by a small project management team. In 2023, a strategic management panel was established for AdventureSmart. Consisting of representatives of the wider partnership, the AdventureSmart UK & Ireland Strategic Management Panel (ASSMP) drives the ongoing development of AdventureSmart and its engagement with partner organisations.
Participation Statement
Outdoor recreation activities can be dangerous and may result in personal injury or death. Participants should be aware of and accept these risks and be responsible for their actions and involvement.
The aims of AdventureSmart
To promote safe adventures
Adventure is fun and with careful
To promote access to good information
Ensuring visitors and local communities have access to information such as accurate weather conditions to keep themselves safe.
To share our knowledge about adventure
Ensuring visitors and local communities know how to prepare for an adventure in the landscape in all conditions
To help tourism businesses
Sharing information with tourism businesses to enable them to effectively share the idea of safe adventure with their visitors
To create engaging content
Helping businesses to stimulate positive behaviour change towards safe and sustainable outdoor recreation.
To be innovative
Using a range of innovative interventions to ensure safety messages reach new audiences.
