In the final Resort update of year, Bianca Sammut, Divisional Director at Alton Towers Resort, has reflected on the 2024 season, highlighting all of the positive developments alongside acknowledging some of the challenges encountered. The update also includes confirmation that, after remaining closed for the last couple of seasons, the Skyride refurbishment project has now entered into its final stages.
The full update is published below:
Wow—what a year it’s been! As the UK’s largest resort theme park, we’ve always aimed to create unforgettable experiences, and as I reflect on 2024, there is lots that we can be proud of. From reimagining and bringing back an icon to delivering new experiences, this year has been all about pushing boundaries, embracing challenges, and finding new ways to further understand our guests.
From the unforgettable return of Nemesis Reborn, with its immersive theming and the bespoke retail space Bunker 94, the introduction of Alton After Dark, VIP experiences, and more live entertainment across the Resort; 2024 has been all about making every moment count. As a result, I am proud that we exceeded our ambitious 2024 resort-wide targets – including increased year-on-year guest numbers and Net Promoter Score (NPS), reflecting the success of our combined efforts.
It hasn’t always been easy. Navigating the ever-changing UK travel market, tackling economic pressures, and meeting evolving guest expectations kept us on our toes. But one thing has been crystal clear: by staying agile, listening, and engaging with guests, we’ve created resort-wide experiences and enhancements visitors said they loved.
We successfully brought back Early Ride Time for our hotel guests over the summer, developed a new dedicated sensory space, and celebrated CBeebies Land’s 10th anniversary, even weather-proofing entertainment with a brand-new lawn cover to ensure the show could go on—rain or shine! And let’s not forget the Pirate Takeover, which introduced CBeebies Land for families to explore, or the arrival of Bluey and her family, including the world’s first Bluey-themed bedrooms to enjoy. Seeing families light up as they experience these developments has been such a joy. Furthermore, all these things and more have earned us several prestigious accolades! In 2024 we were awarded TripAdvisor’s ‘Best of the Best’ accolade – a true reflection of the hard work our teams put into creating incredible experiences across the Resort. Our CBeebies Land Hotel and Woodland Lodges also earned top accolades as some of the UK’s best-loved places to stay. These awards are extra special because they come directly from our guests. Industry recognition also came from the UK Theme Park Awards, Golden Ticket Awards, and Park Excellence Awards, reflecting success and recognition from colleagues from their industry peers and our guests in 2024.
When it comes to Alton Towers Resort we are driven by a desire to be a destination for all – whether it be our day-to-day operation or our standalone events. In 2024, we invested in bringing two new attractions to life for Scarefest. COMPOUND delivered heart-pounding chills for thrillseekers, while families were enchanted by the spooky fun of Amigos of the Afterlife. These weren’t just new attractions—they were experiences designed to attract a broader audience to the Resort during Halloween. And based on feedback, they hit the mark!
For me, the return of Hex: The Legend of the Towers was an incredibly proud moment. This wasn’t just about reopening a beloved attraction—it was a labour of love for everyone involved. Hex is more than just a ride; it’s a key component to supporting our operational capacity and family-friendly line-up. Its return was a real win for our guests, our team, and our overall operations.
Our brand partnerships have also been a game-changer in 2024. Aramark has made significant investments across the Resort, with continuous improvement at the forefront of these developments, from reimagining the Ground Command Coffee Outpost to align with our creative vision for Nemesis Reborn, to crafting exclusive beverages that have seen extraordinary demand. Guest-informed menu additions, such as chicken strips and wings at the Generator Refuelling Company in Forbidden Valley and expanded X-Position units in X-Sector, have further enriched our food offerings. Meanwhile, the refreshed Expedition Espresso Stop, Calypso Cave, and Breezy Bay Snack Shack have elevated the guest experience across the wider Resort. HBL Leisure and Pomvom have also worked closely with us to elevate guest experiences, with bespoke themed products such as animated on-ride souvenirs, limited-edition t-shirts, and plush toys for guests to win. They’ve also extended their event support across the season. Together, these collaborations have unlocked greater choice and creativity for our guests. I am deeply grateful for our partners’ continued investment and their willingness to work closely with us to achieve ever-improving results.
Of course, no year is without its hurdles. Whether it was the unexpected closure of key attractions like Wicker Man at the start of summer or battling the wild UK storms, our team rose to the occasion time and time again. It takes a village to keep everything running smoothly, and I couldn’t be prouder of the passion and resilience our teams showed through it all. Whatever we faced we faced it together. I am also incredibly grateful to the dedicated fans who expressed unwavering support throughout the season.
None of what we achieved in 2024 would be possible without the amazing colleagues behind the magic. This year, we saw record levels of colleague engagement, celebrated more team members than ever for their long service and outstanding contributions, as well as introduced new initiatives to support colleague growth and wellbeing. Supercharging our recruitment efforts brought in incredible talent, and we made meaningful investments in infrastructure like enhanced bus services to better support our teams. This in turn supported higher colleague retention rates and an all-time high for returners coming back in 2025.
I said this year would be exciting and 2024 has certainly been a year of moments and milestones for us to remember. The Phalanx Expo was the perfect close to the main season, signifying the 30th anniversary of Nemesis. We took a bold step-change in how we presented our annual fireworks for fans, with an experience that started as soon as you entered the park and that further utilised our rich storytelling. And, behind the scenes whilst delivering this and everything over the last 12 months, our teams have been hard at work on a brand-new ride for 2025, a major Skyride refurbishment (which I am delighted to confirm has just entered into its final stages), and more to lay the foundations as we head into the new year.
We look forward to continuing to share all our latest news and updates through a fresh approach in 2025 that will see us connect with fans through our platforms, bringing the magic of Alton Towers Resort to new and existing audiences in engaging ways.
Thank you for your ongoing support and for being part of our journey.
Over the course of 2024 there has been plenty to celebrate at Alton Towers Resort – most notably the opening of Nemesis Reborn at the start of the year! Nonetheless, there have also been decisions made where it isn’t yet possible to see the longer term vision, including the recent announcement that The Blade, Flavio’s Fabulous Fandango, and The Alton Towers Dungeon will not return next year. As we enter 2025, TowersTimes is excited to further develop our collaboration with the Resort as part of the Content Creator Programme and to continue to bring our audience Alton Towers Resort from another point of view!