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At an online session hosted by Visit Wales today, tourism businesses had the opportunity to hear from the RNLI and AdventureSmart UK on how to help guests and visitors stay safer in the outdoors this summer.

First published:
1 July 2021
Last updated:

With 870 miles of stunning coastline to explore, the RNLI in Wales is offering coastal safety advice and guidance for anyone looking to get out on the ocean and involved in the numerous water pursuits available, it was also an opportunity to promote the RNLI local water ambassadors scheme where businesses based on the coast can help save lives by championing key water safety messages in local communities across Wales.

Chris Cousens, RNLI, said:

“It was fantastic to have the opportunity to talk to so many tourism businesses about the importance of water safety and discuss how the RNLI and Adventure Smart UK can support them in helping people enjoy open water safety this summer and beyond.

“We know that 30 million people plan to visit the coast this summer and we want as many of them as possible to choose a lifeguarded beach, float to live if they’re in trouble in the water and know to call 999 or 112 and ask for Coastguard in an emergency.

“We very much hope some of the businesses in attendance at the event today will join the hundreds who have already signed up to the RNLI Local Ambassador Scheme at”

Also taking part in the session were Paul Donovan & Emma Edwards-Jones, project managers for, which aims to reduce the number of avoidable incidents which the rescue and emergency services deal with each year.

Paul Donovan, said:

“AdventureSmart is a national campaign to engage people positively with the simple information they need to take responsibility for they own safety and comfort while enjoying the outdoors. Whilst the campaign promotes outdoor recreation, it emphasises the potential for having a more enjoyable and comfortable day by following the simple messages. This event is a great opportunity to reach out and support tourism businesses in sharing simple yet effective messages that have been agreed and are already supported by over 70 adventure sector organisations.”

Economy Minister, Vaughan Gething, said;

“With more people holidaying at home this year, understandably they will be heading out to enjoy Wales’ natural environment to experience the power of nature in lifting our spirits – it’s also important that they have the correct information to keep themselves and our communities safe. 

“Visit Wales’ Addo campaign has been running since restrictions were lifted in March to encourage the people of Wales and visitors to remain respectful of the countryside and the communities we visit by making a promise to care for each other, our land and our communities. Wales is the first UK nation to launch an initiative of this kind - encouraging visitors to sign their pledge to help care and protect the people and places they visit. Promoting safety as we venture out over the summer is part of this campaign.”

The virtual pledge can be signed on Visit Wales: Addo, make your promise.