Alton, Staffordshire Moorlands/ UK: Alton Towers Invests With Focus on Families

Alton Towers – 2.5 million visitors each year – planned building a third hotel as the British media reported some weeks ago. In an announcement on its long term development strategy, the company stated that there would be no plans for a third hotel at the moment. Nevertheless, an investment in new rides, infrastructure and further on-site accommodation is intended. Corporate communications manager Liz Greenwood calculates the position optimistically: the attendance of 2008 argues for an expansion of the country’s number one theme park. According to Greenwood, the family sector grew from 35 per cent to 50 per cent of the total volume in 2008. Moreover, 75 per cent of their rides and attractions were suitable then for children under 10. “With the credit crunch, we believe more British people are staying in the UK and visiting attractions which offer value for money…” says Greenwood. Ian Crabbe, Alton Towers Resort Divisional Director, said that all options in supplying additional accommodation and other services, both by working closely with other local businesses, and on their own site will be reviewed. (eap)