Alton Towers theme park attendance in the United Kingdom (UK) 2009-2022

Alton Towers welcomed approximately 2.3 million visitors in 2022. The family theme park, owned by Merlin Entertainments, is one of the most popular amusement parks in the United Kingdom, along with another Merlin owned brand, Legoland.

Smiler crash impact

Alton Towers made national news in the UK in 2015 following an accident on one of its newest rides, The Smiler, that resulted in several injuries, some serious and life-changing. A 2017 survey suggested the crash had a negative influence on visitors, with over a quarter saying they were less likely to visit the park as a result. Attendance dropped in the year of the incident by around 25 percent, although visitor figures have recovered since then.

UK theme park market

Most major European theme parks are based in Western European countries. Although Disneyland found a European home in Paris, many British parks, including Alton Towers, rank among the most valuable amusement parks in Europe. Overall, Legoland Windsor was the most valuable amusement park in the UK, with an estimated valuation of 751 million U.S. dollars as of February 2022.