Merlin Entertainments’ The Bear Grylls Adventure, an attraction based around the real-life adventures of survival expert, international TV host and bestselling author Bear Grylls, is set to open its doors in 2018 at the NEC in Birmingham, UK.
Construction of the 8,000 square metre attraction is already well underway at the NEC, Birmingham. The attraction will cost approximately £20 million to build, and will featurse five activities including diving, rock climbing, iFLY (indoor skydiving) and the highest free-roam high ropes in Europe.
Merlin chief executive Nick Varney said: “The market for adventure-based activities has incredible potential. Our research shows that nine out of ten young adults are actively seeking adventure and challenge experiences, and this trend is set to continue. We already have plans to expand the concept to other geographies, including the US and China, where Bear has a similarly strong following.”
Bear Grylls commented: “It has been an unbelievable journey to work with Merlin Entertainments to bring so many iconic, one-of-a-kind adventures, all together under one roof. This is a totally unique way to experience the adrenalin and thrill of skydiving, climbing, diving, and so much more. And all the time, testing our resolve and spirit to never give up and to go the extra mile. Get ready for the adventure of your life!”