Virgin Trains’ Birmingham International Station has officially become ‘Bearmingham International’ for a week from today to celebrate the launch of the eagerly anticipated Bear Grylls Adventure.

The new adventure attraction is a short walk from the station itself, located right beside the Genting Arena within the NEC campus.

Commuters and families arriving by train this week will have to double take when they arrive at their destination.

Bear himself was there to unveil the new signage and stated: “It’s amazing to see the buzz around The Bear Grylls Adventure today.

“It’s been an incredible road embarking on this new attraction with the team at Merlin Entertainments and such an honour to have a station renamed after me today.

“We’ve received such a warm welcome from Birmingham so far, and we are proud to make it the home of our first ever adventure attraction.”