Commemorating 10 Years Since our First Public Tour

A Decade Behind Bars: Shrewsbury Prison Celebrates 10 Years as a UK Tourism Attraction

August 8^th 2025 marks a milestone in British heritage tourism as Shrewsbury Prison celebrates the 10th anniversary of its opening as a tourism attraction, delivering its first public tour. Once a functioning prison with a formidable history dating back to 1793, ‘The Dana’ has since evolved into what is now celebrated as the World’s Most Interactive Prison and one of the Most Haunted Locations in the UK.

Since its first Guided Tour exactly a decade ago, Shrewsbury Prison has welcomed hundreds of thousands of visitors from around the globe. Its journey from decommissioned jail in 2013 to a thriving destination for history enthusiasts, thrill-seekers, and school groups alike, has been nothing short of extraordinary.

Reflecting on the journey, CEO of Cove Attractions, Joel Campbell shares:

“Blood, sweat, tears – and a great deal of hard work. I still vividly remember the feeling of unlocking those prison gates for the very first time, knowing we were about to breathe new life into a place filled with so much history.”

With the support of an incredible team, visitors, the local community, and beyond the attraction has far surpassed traditional prison tours. From Ghost Tours and Escape Rooms to the innovative Education Behind Bars programme, Shrewsbury Prison has become a hub of immersive experiences that both entertain and educate. It has also served as a chilling backdrop for popular TV dramas including Happy Valley and Time, further securing its place in contemporary culture.

In the last decade, the prison has expanded to include an on-site restaurant, and most recently announced ambitious plans for a boutique hotel and a state-of-the-art conference facility, a testament to our forward-looking approach while preserving the integrity of its 230-year-old heritage.

As the sun rises on the next chapter of Shrewsbury Prison, Joel Campbell sums it up best:

“We’ve gone from closure and uncertainty to guaranteeing a future – one that honours the past whilst inspiring people, educating, engaging and immersing visitors through a journey behind bars.”

To commemorate this historic 10-year anniversary, Shrewsbury Prison is offering visitors an exclusive 10% discount on its popular Living History Days experience. This limited-time offer is available from Friday 8th to Sunday 10th August, with the discount code: ANNIVERSARY10.

This special event offers guests a chance to step back in time and experience prison life as it was, brought to life by costumed characters, immersive storytelling, and hands on activities.

Claim this limited-time ‘CELL’abratory offer now!