Rising costs drive punters away from Cheltenham Festival

In March 2025, the Cheltenham Festival in the United Kingdom experienced its lowest single-day attendance in over 30 years, with only 41,949 attendees on 'Style Wednesday.' This was a significant decrease from previous years, reflecting a growing trend where fans opt for more budget-friendly alternatives, such as traveling to Benidorm, Spain. In Benidorm, thousands of racing enthusiasts gather in beachside bars to watch the races on large screens while enjoying drinks that are incredibly cheaper compared to what is available at the festival venue in Cheltenham. The rising costs of accommodation, tickets, and food at the Cheltenham racecourse have elevated expenses for attendees, with a pint priced at £7.80 at the event compared to as little as €1 in Spain. Such financial burdens have prompted many lifelong racegoers to reconsider whether the experience is worth the high prices. Although the Cheltenham Festival aims to attract over 200,000 spectators, many key contributors, including pay-per-view audience members, have cited the soaring costs as a primary deterrent in choosing to attend, resulting in a nearly 5,000 drop in attendance compared to the previous year. Efforts to address the declining numbers include freezing ticket prices from the prior year, allowing for park-and-ride services, and providing better food and drink options, but the impact of the ongoing cost of living crisis remains detrimental. Despite hopes that the drop in attendance can be countered, the trend indicates a continuous struggle to draw crowds back to previous numbers since the post-pandemic record highs, which now highlight a troubling downturn for this beloved horse racing event.