August 8th 2025 marks a major milestone in British heritage tourism as Shrewsbury Prison celebrates 10 years since opening as a visitor attraction and delivering its first public tour.
Once a functioning prison with a formidable history dating back to 1793, “The Dana” has evolved into one of the UK’s most distinctive heritage destinations, now recognised as the World’s Most Interactive Prison and one of the Most Haunted Locations in the UK.
A Decade of Transformation
Following its closure in 2013, the future of Shrewsbury Prison was uncertain.
What followed has been a decade of transformation, taking the site from a decommissioned prison to a thriving, nationally recognised attraction that has welcomed hundreds of thousands of visitors from across the world.
Reflecting on that journey, CEO of Cove Attractions, Joel Campbell, said:
“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.”
Consistent Recognition
As the prison marks its 10-year anniversary, it also celebrates another major achievement.
Shrewsbury Prison has once again been awarded the Tripadvisor Traveller’s Choice Award, marking 9 consecutive years of recognition and placing it among the top 10% of attractions worldwide.
This continued recognition reflects the strength of the experience, built on authentic storytelling, immersive tours, and a visitor offer that continues to evolve.
An Experience That Continues to Evolve
Over the past decade, Shrewsbury Prison has grown far beyond traditional guided tours.
From Ghost Tours and Escape Rooms to the Education Behind Bars programme, the attraction has developed into a diverse and immersive destination that educates, entertains, and challenges visitors.
It has also become a sought-after filming location, featuring in major productions including Time and Happy Valley, further embedding the site within modern culture.
Alongside the attraction, the site has expanded to include food and beverage offerings, with future plans already in motion to further enhance the overall destination.
Looking Ahead
The next chapter for Shrewsbury Prison focuses on building on this success.
Recently announced plans include the introduction of a boutique hotel and a state-of-the-art conference facility, reinforcing the long-term vision of creating a multi-faceted destination while preserving the integrity of its 230-year-old heritage.
Joel Campbell added:
“Receiving the TripAdvisor Traveller’s Choice award every year for nearly a decade reflects the hard work, determination and passion of our team. We would like to thank all of our visitors, returning guests and annual pass holders, who step behind these walls and leave with lasting memories.”
A Defining Journey
From closure and uncertainty to becoming a leading heritage attraction, the journey of Shrewsbury Prison has been defined by vision, resilience, and delivery.
As the next phase begins, the focus remains the same, to honour the past while continuing to create meaningful, engaging experiences for future generations.