Richard named as Ambassador by Welsh Government for Year of Adventure
Today the Welsh Deputy Minister for Culture, Sport and Tourism, Ken Skates launches an initiative that will make Wales an unrivalled adventure destination for 2016 and we are thrilled to announce that Richard joins the Year of Adventure campaign as an Ambassador. The announcement comes ahead of the traditional start of the holiday season with the Easter bank holiday in Wales attracting thousands of visitors by some of the very best adventure opportunities in Europe.
Richard fully supports today’s announcement, which is part of a wider initiative by Visit Wales to theme the coming years to focus on Wales’ strengths and to give a clear, strong message when marketing Wales in the UK and international markets. The Year of Adventure campaign, also supported by Bear Gryls, kick starts an exciting few years for Wales, which will see The Year of Legends in 2017 and The Year of the Sea in 2018, to coincide with the Volvo Ocean race visiting Wales.
Over the next year, Richard will be working alongside Welsh Deputy Minister for Culture, Sport and Tourism, Ken Skates, to promote the Year of Adventure and is proud to be part of a campaign close to his heart, he stated; “Throughout my life the landscape of Wales has been the foundation to all my endeavours. From hill repeats on Merthyr Mawr sand dunes as a rugby player, pounding the trails and the roads on my bikes, to deprivation training in the Brecon Beacon and Snowdonia National Parks, Wales has helped forged the person I am today.”
Richard at the South Pole.
Richard, who last year became the first Welsh person to ski solo and unsupported to the South Pole, as well as the fastest ever Briton, added; “It’s my great honour to be an Ambassador for the Year of Adventure and my privilege to help promote Wales as a world leading destination for adventure. Adventure is relative to each and every one of us, it doesn’t have to be an extreme expedition. Anytime we choose to step outside of the parameters of our normal life is an opportunity for us to be more active, holistically grow and learn more about the world that we live in.”
Richard walking his dog Ben at the foot of Cadair Idris.
Richard, who played international rugby for Wales, now represents Great Britain and Wales as an Extreme Environment Athlete, spending his life taking on expeditions and challenges that push the boundaries of human performance. Ever since completing his 737 Challenge in 2011, becoming the first person to climb the highest mountain on each of the world's 7 continents and stand on all 3 poles within 7 months, he has continued to fly the flag for Wales all over the world.
Richard on the summit of Mount Everest during his 737 Challenge.
Welsh Deputy Minister for Culture, Sport and Tourism, Ken Skates stated; “Richard is a wonderful Ambassador for our country and I am thrilled that he is part of our campaign. He epitomises adventure in every sense of the word and is a national icon who continues to wow us all with his own extraordinary adventures and expeditions. To have someone who is operating at the very top of his field all over the globe, yet is so passionate about the outdoors here in Wales, is a real boost to our campaign.”
Finally, Richard added; “I proudly carry my Welsh flag on all my expeditions, to some of the most remote and wonderful corners of our planet, yet it never fails to amaze me just how blessed we are here at home in Wales.”
