Alton Towers gate entry price rises to £49.20

Alton Towers ruinsAlton Towers has increased its gate admission price by £1.20 to £49.20 this summer, a rise of 2.5%.

The change came into effect earlier in July, but was not widely reported by the Staffordshire park.

It is the second rise this year, following the price rise of the same amount introduced at the start of the 2014 season.

The new price also applies to online bookings made a day in advance or on the day of visit itself.

Operators Merlin Entertainments continue to widely circulate 2 for 1 and 50% vouchers via promotions on breakfast cereals and other food products.

Prices have risen between two and three times per season in recent years, but it is expected that admission will remain below £50 – an amount which is seen as a significant psychological threshold by marketers – for the remainder of this season

Meanwhile, prices at Merlin’s other theme parks Thorpe Park and Chessington World of Adventures have risen to £49.99 and £45 respectively.