Fremantle Prison

What Fremantle Prison does

Fremantle Prison is a heritage tourism attraction and venue hire complex located at 1 The Terrace, Fremantle, Western Australia. It is a State Government asset managed as a division of the Department of Planning, Lands and Heritage and vested in the Minister for Heritage. The site operated as a prison from 1850 until decommissioning in 1991 and was opened to the public as a tourist attraction in 1992, following which it was inscribed on the UNESCO World Heritage List in 2010 as part of the Australian Convict Sites serial nomination, becoming Western Australia's only World Heritage listed building.

The company's core offering comprises five guided tour products (Convict Prison, Behind Bars, True Crime, Tunnels, and Torchlight), priced from AUD 15 to AUD 70 per person and available individually or in bundled packages (Prison Tour Package, Triple Prison Tour Package, Tunnels & Prison Tour Package). Revenue is generated across four streams: tour ticket sales, venue hire across ten distinct spaces (capacity ranging from 18 in the SHU Meeting Room to 3,000 on the Parade Ground), an on-site gift shop, and commercial filming/photography permits. Supporting products include curriculum-aligned school excursion packages, function catering coordination, gift vouchers, and a temporary cafe during renovation.

Distribution operates through walk-in ticket office sales, online booking for premium tours, a dedicated group bookings officer, and an Events/Functions Coordinator. Marketing leverages the official website, Facebook, Instagram, TripAdvisor, and cross-promotion through the Australian Convict Sites World Heritage Property. Fremantle Prison holds AUD 800 million in public liability insurance and has won multiple Australian and Western Australian Tourism Awards, including a 2021 Gold and 2023 Silver awards in Cultural Tourism.

Name

Fremantle Prison

Legal name

Fremantle Prison

Website

https://fremantleprison.com.au

Company type

Private

Founded year

1850

Operating status

Operating

Headcount range

11–50 employees

Short description

Fremantle Prison is a State Government-managed UNESCO World Heritage heritage tourism attraction in Fremantle, Western Australia, offering five guided tours, venue hire across ten function spaces, and gift shop sales to individual tourists, schools, and corporate event organisers.

Ownership category

akta.pro rank

Product category

Heritage Tourism Attraction

NAICS

Historical Sites (71212), Historical Sites (712120), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Historic Sites, Heritage Landmarks & Archaeological Sites (THAJACAC)

akta.pro secondary industries

Museum, Zoo & Attraction Gift Shops (CRALAJAG), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Wildlife Photography & Filming Experiences (Permitted Visitor Programs) (THAAAFAI), National Parks & Protected Area Visitor Services (Concessions, Guided Access) (THAAAAAH)

Keywords

• Heritage tourism
• Guided prison tours
• Venue hire services
• Cultural heritage attraction
• Educational school excursions

Headquarters

HQ city

Fremantle

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Others, Marketing or Sales

Revenue model

1. Tour Tickets: Revenue from guided tours including Convict Prison, Behind Bars, True Crime, Tunnels, and Torchlight tours. Individual tickets, packages, and family passes available. Prices range from $15-70 per person depending on tour type.
2. Venue Hire: Hire of prison spaces for corporate events, gala dinners, weddings, product launches, and functions. Multiple venues available including Main Cell Block (up to 500 capacity), East Workshops (300), Parade Ground (3000), Crown Theatre (104), chapels, and more.
3. Gift Shop Sales: Retail sales of Fremantle Prison branded souvenirs including replica keys, convict merchandise, clothing, books, and memorabilia. Products include items produced in Western Australian prisons.
4. Filming and Photography Permits: Commercial filming and photography requests require prior approval and application fees. Wedding photography also requires approval.
5. Function Services: Additional revenue from catering coordination, security personnel, venue hire fees ($12 per person, minimum $800), and function extras like guided tours.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fremantle Prison operates as a heritage tourism attraction delivering guided tours of the historic 140-year-old prison complex, complemented by event venue hire across multiple spaces within the site, a retail gift shop, and supporting visitor amenities including a café and educational resources. It serves general visitors, school groups, corporate and community group bookings, and special-event functions, with revenue generated from tour tickets, venue hire fees, function services, gift shop sales, and filming/photography permits.

Product overview

Fremantle Prison operates as a heritage tourism attraction and venue hire complex offering guided tours, venue spaces for events, and retail/gift shop services. The core tour products include five distinct guided experiences: Convict Prison Tour (1850s-1886 history), Behind Bars Tour (gaol operations 1887-1991), True Crime Tour (criminal stories), Tunnels Tour (underground adventure), and Torchlight Tour (evening paranormal-style experience). These tours are available individually or bundled into discounted packages (Prison Tour Package, Triple Prison Tour Package, Tunnels & Prison Tour Package). Venue Hire encompasses 10 distinct spaces including the Main Cell Block, East Workshops, Crown Theatre, Chapels, Parade Ground, and others for functions ranging from intimate meetings to 3,000-person events. Additional offerings include a Gift Shop with prison-themed merchandise, School Tour Packages with curriculum-aligned educational resources, Function Catering and Tours, and Visitor Centre/Convict Depot facilities. The company operates as a single integrated heritage site managed by the Department of Planning, Lands and Heritage.

Differentiator

Problem solved

Functional benefit

Products and services

• Convict Prison Tour Guided 1-hour tour of the prison's main historical areas, led by experienced guides, suitable for general visitors. Pricing is tiered by adult, concession, child, and family categories.
• Behind Bars Tour Guided tour providing extended access to the prison's working and operational areas beyond the standard convict tour route, available to adult and concession visitors.
• True Crime Tour Adult-only guided tour exploring the prison's criminal history and notable cases, restricted to participants aged 18 and over.
• Tunnels Tour Guided tour of the prison's underground tunnel network, providing access to areas not covered by the standard prison tour.
• Torchlight Tour Evening torchlight-guided tour of the prison, offering an immersive and atmospheric historical experience for general visitors.
• Escape! From Fremantle Prison Tour Children's interactive guided tour designed for families and young visitors, providing a heritage experience tailored to younger audiences.
• School Tour Package Group-guided tour package priced for school excursions, with bookings handled through the group bookings desk and 7-day notice required.
• Venue Hire - Main Cell Block Function venue hire of the historic Main Cell Block, available for corporate and private events managed by the Events Coordinator.
• Venue Hire - East Workshops Function venue hire of the East Workshops space, available for events including markets, functions, and corporate gatherings.
• Venue Hire - New Division Function venue hire of the New Division area of the prison, suitable for events and exhibitions.
• Venue Hire - The Basement Function venue hire of The Basement event space, with a minimum spend requirement of 5,000 AUD on weekdays and 7,000 AUD on weekends.
• Venue Hire - SHU Meeting Room Function venue hire of the Special Handling Unit Meeting Room, suitable for smaller events and meetings.
• Venue Hire - Parade Ground Outdoor function venue hire of the prison's Parade Ground, usable for large outdoor events and functions.
• Venue Hire - Chapels Function venue hire of the prison's historic chapels, suitable for ceremonies and special events.
• Venue Hire - Crown Theatre Function venue hire of the Crown Theatre, usable for performances, exhibitions, and corporate events.
• Venue Hire - Terrace Gardens Outdoor function venue hire of the Terrace Gardens space, suitable for functions and receptions.
• Venue Hire - Gatehouse Function venue hire of the historic Gatehouse, suitable for entry-level events and receptions.
• Gift Shop On-site retail outlet selling Fremantle Prison-branded souvenirs, books, and heritage-themed merchandise for visitors.
• Visitor Centre Visitor entry and welcome facility providing orientation, information, and ticketing services for arriving visitors.
• Prison Cafe On-site café serving food and beverages to visitors before or after tours and visits.
• Convict Depot Historic convict-era depot within the prison site, serving as a visitor facility and heritage space.
• Key to Knowledge Educational Resources Educational resource materials supporting school and teacher learning visits, providing curriculum-linked content for excursions.
• Gift Vouchers Redeemable gift vouchers for Fremantle Prison tour experiences, available for purchase online and on-site.
• Filming and Photography Permits Permit-based access to the prison site for commercial filming, photography, and other production purposes, requiring submission of a proposal form.

Quantifiable outcome

• 5 different tour products ranging from standard day tours to extreme heritage adventures
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Face to Face TouringminorStrategic or Co-development PartnerConcert promotion partnership for hosting events at Fremantle Prison. Responsible for promoting and managing concerts including Guy Sebastian (November 2026) and Belinda Carlisle (March 2027) performances.
• Fremantle Prison YHAminorChannel Partner/ Reseller/ DistributorYouth Hostels Association accommodation located in the former Women's Division of the Prison. Provides budget accommodation options for visitors and groups visiting Fremantle Prison.
• Department of Planning, Lands and HeritagecoreOthersGovernment department that manages Fremantle Prison on behalf of the State Government. Prison is vested in the Minister for Heritage. As of July 2017, Fremantle Prison is a division of this department.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Old Melbourne Gaol: A historic former prison in Melbourne offering guided tours (including ghost/true-crime experiences), venue hire, and a gift shop. Mirrors Fremantle Prison's blend of prison heritage, themed tours, and event venue operations.
• Old Treasury Building (Melbourne): State-managed heritage building offering tours, exhibitions, and school education programs. Comparable as a publicly operated heritage attraction with curriculum-aligned education revenue.
• Hyde Park Barracks: Sydney Living Museums' convict-heritage site listed under the same UNESCO Australian Convict Sites nomination. Operates as a museum/historic site with guided tours and educational programming, directly comparable in heritage category.
• Cockatoo Island / Sydney Harbour Federation Trust: UNESCO-listed convict site in Sydney Harbour offering heritage tours, accommodation, and event venue hire. Comparable as a former convict site repositioned for tourism and functions.
• Old Government House (NSW): Sydney Living Museums-operated heritage site offering guided tours, venue hire, and curriculum-aligned education. Comparable as a state-managed historic site focused on interpretation, tours, and event hosting.
• Port Arthur Historic Site: Tasmania's premier convict-heritage tourism site, co-listed with Fremantle Prison on the UNESCO Australian Convict Sites serial nomination. Operates guided tours, venue hire, and accommodation at a former convict settlement - the closest direct peer in scale and product mix.

Broad incumbents

• Sovereign Hill: Award-winning outdoor heritage museum in Ballarat, Victoria, combining immersive historic experiences with venue hire, retail, and accommodation. Comparable as a major Australian heritage tourism operator with diversified on-site revenue streams.
• The Rocks (Sydney): Sydney's historic precinct with museums, tours, and heritage venue hire managed by Place Management NSW. Comparable as a state-aligned heritage tourism precinct combining interpretive tours, retail, and event venues.
• National Trust of Australia (Heritage Properties): Operates multiple historic properties across Australia with guided tours, venue hire, and education programs. Overlaps with Fremantle Prison's heritage-tourism and venue-hire model, albeit across a portfolio rather than a single site.

Regional players

• Fremantle Arts Centre: Adjacent heritage attraction in Fremantle's historic West End, offering exhibitions, concerts, and venue hire. Comparable as a regional heritage/cultural venue competing for the same Fremantle tourist event market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fremantleprison
• Instagraminstagram.com/fremantleprison
• LinkedInlinkedin.com/company/fremantle-prison

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fremantle Prison