The Merlin Entertainments-operated Bear Grylls Adventure activity centre will close this December, it has been announced.
Located at Birmingham’s National Exhibition Centre (NEC), the attraction is included within the Merlin Annual Pass.
Further bookings for annual pass holders have been suspended immediately.
“After six years in operation, The Bear Grylls Adventure will close at the beginning of December,” a statement read on Wednesday.
“This has been a very difficult decision and one that was made only after careful consideration.
“Our priority now is looking after our team members and animals throughout this transition.”
The Bear Grylls Adventure’s last day of operation will be 11 December.
It cost £20 million when it opened in 2018, taking its name from so-called survival expert and television personality Bear Grylls.
‘Commercial challenges’
In an email to holders of its annual passes, Merlin said that “commercial challenges” had forced the closure of the site.
“[the decision] was made after carefully reviewing the data, examining all other viable options,” the company said.
It said it considered “considering the “strategic investments” it wanted to continue making in its other attractions in the UK and globally.
“The site is closing due to commercial challenges,” Merlin added.
“A contributing factor included the temporary closure during the pandemic which had a lasting financial impact on the attraction.
“This is the right commercial decision which enables us to prioritise our other Midlands-based attractions.”
Merlin quoted ‘Clause 4’ of its annual pass terms of conditions, which allows for closure or withdrawal of included attractions without refund.