Bear Grylls-inspired activity center at Birmingham’s NEC to close

The venue is run by Merlin Entertainments, which also operates the city’s Sea Life Center and Cadbury World and theme parks including Alton Towers.

In the statement, the company said a contributing factor had been the site’s temporary shutdown during the pandemic.

“This is the right commercial decision which will enable us to prioritize our other Midlands-based attractions.”

It added that it had explored “all other viable options”.

Around 1,000 marine animals, including sharks, rays and tropical fish, will be re-homed to the nearby National Sea Life Center Birmingham, as well as other UK Sea Life sites.

The company added that staff would be supported over the coming weeks, including advice on roles at other attractions across the Merlin group.

Guests with pre-booked tickets before 11 December should visit as normal and those with bookings after the closing date should request a refund.

“We are proud of the positive impact The Bear Grylls Adventure has had on thousands of children and families who have visited over the past six years, showing guests first-hand the power of immersive activity in escaping the ordinary and how adventure is for everyone,” it said.

“We would like to thank our amazing team and guests who made this time so memorable.”

The BBC has contacted the NEC Group for comment.