AdventureSmart UK (current)

Welsh Government’s Tourism Product Innovation Fund / Snowdonia National Park Authority / British Mountaineering Council / Welsh Areas of Outstanding Natural Beauty

AdventureSmart UK is a rollout of the safety campaign AdventureSmartWales which was launched in 2018. The aim is to reduce the number of avoidable incidents which the rescue and emergency services deal with each year.

Snowdonia-Active has been a key partner in the delivery of this project working closely with a large number of organisations concerned with outdoor recreation. Experts from leading safety and sporting organisations have developed a comprehensive suite of safety messages to provide all the essential information needed for people to get outdoors, confident that they have prepared for a great day.

In 2019 AdventureSmart Wales was re-branded as AdventureSmart UK to enable other UK regions to join Wales in spreading the AdventureSmart messages beginning with the addition of Lake District Cumbria.

AdventureSmart UK is…


We want to encourage people to explore our landscapes safely not put the ‘fear of death’ into them. We have designed a range of messages to help keep people safe and comfortable in the outdoors, so they return to regale their friends with wonderful stories of their great adventure.


From the start, when people begin to think about and research their chosen activity, through the planning process and repeatedly through their visit we want them to keep coming across the AdventureSmart messages and branding.


It’s not just what we say it’s the way that we say it! Our conversations in print, online, or face to face should be inclusive and warm, with a personal, human touch; as if we are talking directly to a visitor.

Go to to find out more about staying safe whilst having fun in the countryside!

Become an AdventureSmart UK partner…

If your organisation/business would like to be recognised as an AdventureSmart UK partner please contact:

Our AdventureSmart videos…

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