Merlin Entertainments will today announce plans for the world’s first ever Bear Grylls Adventure attraction in the UK.
The £20m, 8,000-square-metre attraction will open as a permanent feature in Birmingham in 2018.
Named after the personality behind Emmy-nominated Man vs Wild, TV survival specialist Bear Grylls, the site boasts Europe’s highest free-roam high ropes and indoor skydiving among its activity offerings.
The site takes inspiration from Grylls' real life adventures across mountains, deserts and jungles.
“I have been so lucky to experience some of the toughest environments and challenges the world has to offer. When your greatest fears are laid bare, you have to keep your nerve and dig deep. That 'never give up spirit' is what I hope to inspire in as many people as possible through this huge endeavour," Grylls said.
"The scale of challenges that can be found at Bear Grylls Adventure are truly mind blowing and it allows millions of others to find the courage and tenacity to conquer their own Everest."
Nick Varney, chief executive of Merlin, said: “The market for adventure-based activities has incredible potential. Our research shows that nine out of 10 young adults are actively seeking adventure and challenge experiences, and this trend is set to continue.”