Blackpool Pleasure Beach has introduced an entry ticket which allows non-riders entry to the park for £25.
It is the first time there has been a non-rider option for entry to the park since 2019.
The Lancashire amusement park said the move was in response to guest feedback.
Prior to Friday’s announcement, Pleasure Beach’s walk-up price for adults was £50, with no other options for entry offered.
The new £25 ‘Non Rider eTicket’ includes £5 of credit which can be used for food and drink.
It is the latest offering of alternative options, following the Nickelodeon Land-only ticket’s launch earlier this year.
Entry options
Free walk-in admission to the Pleasure Beach was in place from its opening in 1896, to 2009.
A non-rider pass was then offered until 2019, which at that time cost £10.
The removal of free and later reduced entry prices for non-riders has remained a controversial issue with customers.
Chief executive Amanda Thompson said: “We’ve listened carefully to our guests, and it’s clear that flexibility and choice are more important than ever.”
However, there has been considerable negative reaction to the latest announcement on social media, with the £25 cost being cited as excessive.
Pleasure Beach’s owners have continuously resisted a return to free admission, citing guest experience as a factor.