Prices were £39.60 per adult at the start of the 2011 season, but this rise has seen the cost go further.
A “special offer on the day” price of £39.60 remains, but this price is not relevant to the numerous 50% off and two-for-one vouchers circulated by the park’s operators, Merlin Entertainments.
The £1.20 rise is being seen as a way to increase revenue from guests using the promotional vouchers, which account for an estimated 65% of visitors to Alton Towers.
It is not yet clear if the new pricing structure at Alton Towers is being rolled out at other Merlin attractions.
Merlin have already been criticised in the national press for making the entry prices of their attractions confusing by displaying them without VAT.