Why October is becoming as important as summer for Alton Towers and Thorpe Park
Halloween thrill seekers make October the busiest month for theme parks; Merlin Entertainments explains that this period now rivals August in terms of profitability.
The owner of major attractions including Thorpe Park and Alton Towers says October now accounts for around a fifth of its annual profits.
Merlin boss Fiona Eastwood has highlighted the growing importance of the autumn season, saying October is as “important” as the peak summer season for the entertainment giant, which also operates Chessington World of Adventures and Legoland Windsor.
At Surrey’s Thorpe Park, which has been known for Fright Nights since 2002, October now generates almost half (46 per cent) of its annual profits.
The park has seen visitor numbers in October surpass August in 2024, welcoming a third more guests than the traditional summer peak.
Last year October contributed almost a fifth of annual visitor numbers and almost a quarter (23 per cent) of revenues from the event.
Similarly, Alton Towers in Staffordshire benefits significantly from the Scarefest programme. October now provides 27 percent of its annual earnings and 16 percent of its total income.
The park is expected to host more than 440,000 visitors during this month alone.
Ms Eastwood said: “From launching Fright Nights in Thorpe Park in 2002 with just two scary mazes, to now offering Halloween experiences across our property, we have turned this event into a defining moment in our trading calendar.
“We have transformed Halloween into a focal point that has sparked the imagination for generations, and is now just as important as, and in some cases even more important than, the peak summer season.”
Outside the UK, the firm’s Heide Park Resort in Germany saw the highest Halloween share at Merlin’s European property last year.
As Halloween becomes a major event on the calendar for Britons, the UK is quickly catching up with the large-scale celebrations seen in America each year.
Merlin said dark rides are among the most popular attractions, citing nighttime experiences as the main reason guests visit theme parks during the Halloween season.
But Ms Eastwood said immersive experiences also appealed to visitors.
UK attractions such as Alton Towers and Thorpe Park are expanding their Halloween programs this year to offer more immersive, age-inclusive experiences that aim to “blend excitement with seasonal storytelling”.
This year’s Halloween experiences include a new maze at Thorpe Park and two new attractions at Alton Towers: Trick O’ Treat Town and Amigos of the Afterlife.
