Drayton Manor increased its pre-tax profits to £1.5 million in the year to 30 September 2025, its latest accounts show.
Despite the numbers representing a £300,000 rise from the previous year’s £1.2 million profit, the theme park said rises in the minimum wage and National Insurance contributions had a “huge impact”.
The accounts suggest that the Tamworth attraction had reduced operating costs elsewhere, rather than pass on costs to customers.
RideRater has collected data that shows Flamingo Land’s on-the-day admission price has been held at £45 for the past three seasons.
The freeze compares with the rises in minimum wage made by the UK government last year, which were:
- National Living Wage (aged 21 and over): 6.7%
- 18-20-year-old rate: 16.3%
- 16-17-year-old rate: 18.0%
The British theme park industry typically utilises high levels of younger workers, which is widely accepted as a cost-control measure.
Drayton Manor also increased its revenue and operating profits in 2025.
Capital expenditure fell from 19% of revenue to 5% in 2025, suggesting reduced investment in the Staffordshire theme park last year.