Alton Towers walk-up price rises to £45

Alton Towers has increased its on-the-day admission, with entry now being charged at £45 per adult.

The rise is the third hike this season, with the price of entry now standing at £5.40 more than in 2011.

Park operator Merlin Entertainments has been attempting to increase the number of its guests pre-booking tickets online in advance of their visit.

The company issues numerous ‘2 for 1’ promotional vouchers in conjunction with retailers and these are used by thousands of guests against the gate price at its attractions.

However, Merlin is keen to operate ride, retail and staff capacities based on the number of visitors expected each day during the season, something which is helped by knowing pre-booked numbers in advance.

It is expected that the inclusion of ‘Early Ride Time’ with online tickets for Alton Towers is to soon be removed after being described as a “special offer” and running “for a limited time only” on the park’s website.