AdventureSmart UK is a rollout of the safety campaign AdventureSmartWales which was launched in 2018.

Adventure Smart Wales was a 2 year project (2017-2019), funded via the Welsh Government’s Tourism Product Innovation Fund which aims to encourage new innovative product ideas working in partnership which will have a greater impact and attract more visitors; With additional contributions from Snowdonia National Park Authority, British Mountaineering Council and Welsh Areas of Outstanding Natural Beauty.

The aim is to reduce the number of avoidable incidents which the rescue and emergency services deal with each year. The objective is to establish a comprehensive set of safety messages and to work with the outdoor sector to promote these far and wide.

Experts from leading safety and sporting organisations have developed these messages to provide all the essential information needed for people to get outdoors, confident that they have prepared for a great day.

The aims of AdventureSmart


To promote safe adventures

Adventure is fun and with careful planning we can keep it that way. Adventure Smart UK aims to share this idea with visitors and our local communities.

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.