Merlin Entertainments is to open the first Bear Grylls Adventure attraction at the NEC next year.
The attraction will be aimed at the late teen and young adult market and taps into the growth in interest in adventure activities, reports the Birmingham Mail.
If successful, more Bear Grylls Adventure attractions will be rolled out overseas. The NEC will be the only UK site to host the attraction.
The Bear Grylls Adventure attraction is expected to be around three times the size of Merlin’s midway attractions like a SEALIFE aquarium and include a cafe and shop.
The plans for the attraction were submitted earlier this year under the code name Project Thor. The application was for a development that would be partially indoors and potentially include a sky diving experience and high ropes course.
The NEC recently hosted the spectacular Dinosaurs in the Wild experience. The attraction was seen as the “dawn of a new era for the NEC” as it was the first large scale, long-stay show the venue has hosted.