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As the summer holidays begin, Cabinet Secretary for the Economy and Infrastructure, Ken Skates will be among the first to try out new activities which will add to Wales’ offering during Year of Adventure 2016.  And, the Economy Secretary’s visit also marks the start of the latest phase of Visit Wales’ marketing campaign to promote Wales as an adventure destination.

The Cabinet Secretary will have a preview of Treetop Nets, which opens at Zip World Fforest on Saturday to the public. This is latest adventure to add to their growing portfolio of adventure attractions which already includes the fastest Zip Line in the World and underground trampolines which are part of eleven attractions over the three sites in Blaenau Ffestiniog, Bethesda and Betws-y-Coed.    

The latest phase of Visit Wales’ marketing campaign to promote Wales as an adventure destination also starts this week. Giant mirrored letters, reaching 4 meters high and 11 meters wide, forming the word ‘EPIC’ will pop up unannounced at locations across the length and breadth of Wales over the summer.

This innovative travelling art installation will act as a focal point for visitor selfie takes and is designed to encourage image and content sharing on social media using the campaign hashtag #FindYourEpic. The tour is supported by an integrated campaign consisting of PR and other media activity including digital advertising, e-mail marketing and social media activity targeting families and visitors in our core regions in North West England, The Midlands, Yorkshire and the South East.  

Economy Secretary, Ken Skates, said: 

“Our national football team gave us an epic start to the summer and their success gave us an unprecedented opportunity to showcase the best of Wales to the rest of the world.   Our latest marketing campaign will aim to further boost Wales’ reputation as a place for epic adventures this summer during our Year of Adventure.

“I’m delighted to see the private sector investment in this the sector from businesses such as Zip World.  North Wales is truly a world class adventure destination and I look forward to seeing further exciting plans from the team at Zip World in the future.

“There is a feeling of confidence among the industry at the start of the summer holidays.  Figures show that the late May bank holiday was good for business with 85% of businesses reporting more or a similar level of business than the same time in 2015.   We’ve seen two consecutive record breaking years for numbers of staying GB visitors to Wales and all indications are that 2016 is also shaping up to be a great year.  This goes to show that our tourism strategy, as we aim for 10% growth by 2020, is working and is providing the correct conditions for the private sector to prosper.”

Having opened his latest development, Zip World Commercial Director, Sean Taylor is already planning the next adventure for north Wales as Alpine Coaster for  Zip World Fforest site gained planning permission recently. Sean is confident about the summer ahead and said: 

“Adventure tourism is booming in north Wales. In fact we are so confident in its future that we are investing £5.5million over the next 12 months to help consolidate its rightful position as an adventure capital.

“The next year alone sees us unveil a £1.5million Alpine rollercoaster, bringing yet another UK-first to the area; open a brand new visitor centre with capacity for 150 people; and increase our offering to 13 distinct adventures. And we are doing all this because we know the formula that makes us a go-to: our world-class customer service; innovative adventures that make people of all ages want to travel - and repeatedly return - to the area; and our ability to leverage Snowdonia’s beauty to create an unforgettable visitor experience.”

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Campaign briefing - Summer 2016