ABTA urges holidaymakers to be WaterWise this summer

Tuesday, June 20, 2023


An area of focus over the coming weeks is helping holidaymakers to swim safely and enjoy the water wisely, following a high number of incidents in the UK and abroad of people getting into difficulty in the water.

Using the hashtag #WaterWise, ABTA will be regularly sharing the updated swim safety advice at across its social media channels, which includes practical tips to help people get ready for the water, how to swim safely in the pool, at the beach or in open water, and extra advice for families.

The association is also amplifying advice from water safety experts, the Royal Life Saving Society UK (RLSS UK), to help holidaymakers get ready for the water. This includes sharing the RLSS UK’s new series of videos to help families enjoy the water safely on holiday, and supporting its annual Drowning Prevention Week (17-24 June 2023) by sharing dedicated social media posts and assets to help people stay safe while enjoying the water.

Angela Hills, Head of Destinations at ABTA, says: “Having fun in and around the water is a staple part of people’s summer holidays, but sadly accidents do happen, and they can have devastating consequences. By raising awareness of the risks and the steps people can take to look after themselves and others, we hope to help people have fun and enjoy the water safely this summer.”

Lee Heard, Charity Director at RLSS UK, says: “It is fantastic to have the support of organisations such as ABTA to reach even more people with our Drowning Prevention Week campaign. This year we are aiming to educate families on the Water Safety Code as we want to ensure that everyone has the opportunity to enjoy being in, on and around water this summer. Sadly, we often see accidental drownings spike in the warmer summer months, and with Drowning Prevention Week, and the help of companies such as ABTA, we aim to reach as many young people and families as possible to educate them on water safety. We have a great range of free resources available on our website and will be sharing vital water safety messages across social media during the campaign week.”

ABTA members are encouraged to help their customers be water wise this summer by linking to the advice at in their customer communications, by sharing the social resources available from ABTA in the marketing toolkit in the Member Zone, and by getting behind the Drowning Prevention Week campaign.

All of ABTA’s updated health and safety advice can be found at, which covers a range of topics including swim safety, balcony safety, quad bikes, safety and security while abroad, and specific guidance for young holidaymakers.

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