This presentation reviews goals, results and achievements of the Brazilian Safe Adventure Program. Principal goals of the program include improving nature and adventure tourism product, developing safe and high quality products, increasing professionalism and competitiveness in the segment, and enhancing quality of adventure experience. To achieve these goalsBrazildeveloped effective strategies, such as implementation of the best national and international practices, and a certification program. The effort paid off. Productivity increased substantially. The companies could avoid accidents. Scores of people joined onsite and e-learning courses for search and rescue, marketing, product enhancement, etc. More than ten volunteer search and rescue groups were set up.