Islander
TS Member
Have a source for this, or actual figures to back this up?
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Existential Crisis? Towers and it's future
I don't think this is necessarily a sign that Alton Towers is in an existential crisis, but here's a personal observation I wanted to share.
When I was relatively new to being an enthusiast, Alton Towers was generally being quoted as getting 2.7 million visitors a year. Chester Zoo (the UK's most visited zoo) was generally being quoted as getting 1.3 million visitors a year.
According to Chester Zoo, they got 2.1 million visitors last year, their highest attendance ever:
www.chesterzoo.org
How many visitors did Alton Towers get last year? The TEA thinks they got 2.5 million visitors in 2024.
I don't think that's proof of an existential crisis, but it has reached a point where the UK's biggest zoo plausibly could overtake the UK's biggest theme park, based on attendance - until Universal (hopefully) opens.
I appreciate that there isn't some great rivalry between zoos and theme parks, but when I saw the press release from Chester Zoo I did think, 'Blimey, they're catching up with Alton Towers'.
When I was relatively new to being an enthusiast, Alton Towers was generally being quoted as getting 2.7 million visitors a year. Chester Zoo (the UK's most visited zoo) was generally being quoted as getting 1.3 million visitors a year.
According to Chester Zoo, they got 2.1 million visitors last year, their highest attendance ever:
Chester Zoo sets new all-time visitor record in 2025 | Chester Zoo
www.chesterzoo.org
How many visitors did Alton Towers get last year? The TEA thinks they got 2.5 million visitors in 2024.
I don't think that's proof of an existential crisis, but it has reached a point where the UK's biggest zoo plausibly could overtake the UK's biggest theme park, based on attendance - until Universal (hopefully) opens.
I appreciate that there isn't some great rivalry between zoos and theme parks, but when I saw the press release from Chester Zoo I did think, 'Blimey, they're catching up with Alton Towers'.
Plastic Person
TS Member
For what it's worth, Chester Zoo's events, accommodation, presentation and food/drink have each improved dramatically, year on year, for the past decade. As a result, and despite economic challenges and even shifting public attitudes toward their core product that required reassurance, attendance has increased.
It's a mystery...
It's a mystery...
Given thier restructuring and the fact they have have losses of £492 million in 2024 it's quite clear they have over extended themselves as a company.
The have a mountain of debt and some recent Legoland additions have not performed as well as hoped.
Towers for all its faults still pulls in the punters, that is despite Merlins recent poor management of the park
Chester zoo is a fantastic day out.
Ironically I recall watching a TPW/Sanbrooke Adventures from early last year where they visited and weren’t impressed, said it looked old and tired and it’d be a while before they returned! But they did go just before the huge new area opened up.
When I think about my favourite ‘tourist attractions’ in the UK, the Harry Potter studio tour and Chester zoo both stand out above AT (or any UK theme park for that matter - dicsclaimer never been to Paultons!) for care, presentation, and continuous improvement.
Ironically I recall watching a TPW/Sanbrooke Adventures from early last year where they visited and weren’t impressed, said it looked old and tired and it’d be a while before they returned! But they did go just before the huge new area opened up.
When I think about my favourite ‘tourist attractions’ in the UK, the Harry Potter studio tour and Chester zoo both stand out above AT (or any UK theme park for that matter - dicsclaimer never been to Paultons!) for care, presentation, and continuous improvement.
Bert2theSpark
TS Member
Cheater Zoo is brilliant, over half the zoo is pretty much brand new within the past ten years and they have even more plans to overhaul/expand further. There is one really dated corner of the zoo that gives the same vibe as Drayton’s but it’s obvious that it’s a future expansion spot and is not consistent with the rest of the park.
They also have one the best themed areas in the UK and it doesn’t get talked about enough. The Islands is a super well themed area that’s quite comprehensive with mixing animals with theming and F&B and even an Intamin to boot.
I miss the monorail at the zoo, but the loss of it doesn’t feel like a cutback because they’ve invested so much. They have a comprehensive vision and brand that can match the scale of Alton Towers with much better infrastructure around the park. Include the lack of queues to see the tentpole exhibits and you can see why people are increasingly visiting the attraction.
They also have one the best themed areas in the UK and it doesn’t get talked about enough. The Islands is a super well themed area that’s quite comprehensive with mixing animals with theming and F&B and even an Intamin to boot.
I miss the monorail at the zoo, but the loss of it doesn’t feel like a cutback because they’ve invested so much. They have a comprehensive vision and brand that can match the scale of Alton Towers with much better infrastructure around the park. Include the lack of queues to see the tentpole exhibits and you can see why people are increasingly visiting the attraction.
Ares
TS Member
My two cents on Towers is that it has two key problems IMO.
The first is its location, and lack of solid public transport options to the park. Furthering this, recently announced government policies which will come to fruition plus an expansion of pay per mile road tax to all vehicles will not help. This is where Universal and Thorpe will thrive due to proximity to London and Birmingham and rail and public transport connections.
Secondly, it has what I would call a Blackpool Problem, a fair few rides all aging and needing replacing or a decision made in a fairly close time period.
Those rides and areas are;
- The world of David Walliams and a need for a re-theme + investment
- Rita and its aging ride model, parts availability and reliability
- Galactica with its poor operational reliability
- Spinball Whizzer which is soon approaching or within an end of life period for the ride
- Oblivion must surely need some retracking at some point in the near future or a decision made on the ride. But i hope it can last another 10 years yet.
- Congo River Rapids, as we will see with Thorpe Park this season it seems Merlin want shut of this ride type. I expect it to close soon - but then it would be an expensive area to redevelop unless its SBNO and the park needs a water ride in summer - so i expect they may keep it going until replacements are done elsewhere.
Then you have the existing shortfall of flat rides, to which X-Sector needs one - but I don't think we will get it.
For me it would absolutely not shock me to see Merlin sell towers within 5 years and put all its thrill ride investment into Thorpe Park so that people can visit Universal and Thorpe in the same trip.
Otherwise its going to require an enormous amount of capital to sort all of the above within a 5-10 year period at most.
If the investment was there, focus on rides first and get park attendance up before focusing on the non-revenue generating projects.
The David Walliams area is the priority now IMO and they should IP theme it, get the kids in with more known entities and get Project Horizon built nearby.
- I think if Stealth does get retrofitted with a new launch system, Rita may get the same treatment depending on cost.
- Personally I would remove both Rita and Galactica for the sake of Horizon plus a new launch coaster.
- I'd remove Spinball and extend the Cbeebies land area further with another IP junior ride / area because I think Bluey will do exceptionally well there.
My ideal timeline, and realistic expectations, would be as follows;
2027 - Rethemed David Walliams Area (New IP - Light retheme) ~£1m
2028 - Spinball Whizzer Closes end of season (Removed over winter)
2028 - Project Horizon Opens (work needs to start this year) ~£20m
2029 - New Cbeebies Ride replaces Spinball Whizzer ~£1m
2029 - Galactica Closes (Removed)
2030 - A long overdue new family flat ride in Forbidden Valley (Probably another pirate ship on the blade plot) ~£2m
2030 - Congo River Rapids closes (SBNO)
2030 or 2031 - Rita closes end of season (Removed not replaced - depends if they want cover if the new ride doesnt go to plan)
2031 - New launch coaster opens to replace Galactica ~£35m
~2032-2035 Period - Redevelop the Katanga Canyon area replacing the rapids with a new water ride and flat ride ~£15m
Even those relatively modest, new coasters aside, additions still total ~£74m+ and thats not including ride removal costs or any of the non-ride tasks at hand. I struggle to see them spending this on Towers alone in the next 10 years.
I think F&B needs sorting ASAP it's shocking. As for the entrance and towers street I think just do what is reasonable to spruce those areas up.
The first is its location, and lack of solid public transport options to the park. Furthering this, recently announced government policies which will come to fruition plus an expansion of pay per mile road tax to all vehicles will not help. This is where Universal and Thorpe will thrive due to proximity to London and Birmingham and rail and public transport connections.
Secondly, it has what I would call a Blackpool Problem, a fair few rides all aging and needing replacing or a decision made in a fairly close time period.
Those rides and areas are;
- The world of David Walliams and a need for a re-theme + investment
- Rita and its aging ride model, parts availability and reliability
- Galactica with its poor operational reliability
- Spinball Whizzer which is soon approaching or within an end of life period for the ride
- Oblivion must surely need some retracking at some point in the near future or a decision made on the ride. But i hope it can last another 10 years yet.
- Congo River Rapids, as we will see with Thorpe Park this season it seems Merlin want shut of this ride type. I expect it to close soon - but then it would be an expensive area to redevelop unless its SBNO and the park needs a water ride in summer - so i expect they may keep it going until replacements are done elsewhere.
Then you have the existing shortfall of flat rides, to which X-Sector needs one - but I don't think we will get it.
For me it would absolutely not shock me to see Merlin sell towers within 5 years and put all its thrill ride investment into Thorpe Park so that people can visit Universal and Thorpe in the same trip.
Otherwise its going to require an enormous amount of capital to sort all of the above within a 5-10 year period at most.
If the investment was there, focus on rides first and get park attendance up before focusing on the non-revenue generating projects.
The David Walliams area is the priority now IMO and they should IP theme it, get the kids in with more known entities and get Project Horizon built nearby.
- I think if Stealth does get retrofitted with a new launch system, Rita may get the same treatment depending on cost.
- Personally I would remove both Rita and Galactica for the sake of Horizon plus a new launch coaster.
- I'd remove Spinball and extend the Cbeebies land area further with another IP junior ride / area because I think Bluey will do exceptionally well there.
My ideal timeline, and realistic expectations, would be as follows;
2027 - Rethemed David Walliams Area (New IP - Light retheme) ~£1m
2028 - Spinball Whizzer Closes end of season (Removed over winter)
2028 - Project Horizon Opens (work needs to start this year) ~£20m
2029 - New Cbeebies Ride replaces Spinball Whizzer ~£1m
2029 - Galactica Closes (Removed)
2030 - A long overdue new family flat ride in Forbidden Valley (Probably another pirate ship on the blade plot) ~£2m
2030 - Congo River Rapids closes (SBNO)
2030 or 2031 - Rita closes end of season (Removed not replaced - depends if they want cover if the new ride doesnt go to plan)
2031 - New launch coaster opens to replace Galactica ~£35m
~2032-2035 Period - Redevelop the Katanga Canyon area replacing the rapids with a new water ride and flat ride ~£15m
Even those relatively modest, new coasters aside, additions still total ~£74m+ and thats not including ride removal costs or any of the non-ride tasks at hand. I struggle to see them spending this on Towers alone in the next 10 years.
I think F&B needs sorting ASAP it's shocking. As for the entrance and towers street I think just do what is reasonable to spruce those areas up.
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