In Birmingham, the Christmas sale shoppers will have more than they negotiate for when they come face to face with a 33-foot high, 50-tonne ice wall in Centenary Square.

A division of Birmingham's Street Ice event, the ice wall will remain open till 15th January. 12% rise has been seen in participation in adventure sports since last four years by VisitScotland and is assumed to grow further.

Scotland's various landscape - dramatic mountains, fast flowing rivers and extensive coastline, is accurate for around 50 distinct adventure sports available the entire year.

In the race of becoming the main player, in 2007 Scotland assembled the biggest mountain biking event in the world, the final of the Wave Sailing World Cup and is ahead to greet the most progressive surfing event in the world, the O'Neill Highland Open in April 2008.

VisitScotland's Product Manager for Adventure, Steve Duncan speaks: "Our reputation as Europe's adventure capital and as a year-round adventure destination is growing fast and this helps attract thrill-seeking visitors from the UK and overseas to Scotland, who want to experience an adrenaline rush for themselves. By working with The Ice Factor in Birmingham City Centre we want to give experienced adventure sports fans and beginners alike, a taste of what's on offer on a break north of the border and show them that Scotland is a close-to-home must-visit adventure sports destination".

For more information log on to www.visitscotland.com/white.