Cheltenham racecourse has announced a series of measures aimed at boosting attendance at its flagship festival, including the return of an official Ladies Day and cheaper drinks. The changes come after a sharp decline in crowds, with this year's second-day attendance of 41,949 the lowest for any day at the meeting since 1993.
The second day of the 2026 festival, scheduled for 11 March, will be promoted as Ladies Day for the first time since 2019. Attendance on that day fell from 64,431 in 2022 to a figure 34% lower just three seasons later, prompting the revival.
Other enhancements include a 30p reduction in the price of a pint of Guinness, from £7.80 to £7.50, and the introduction of prosecco at bars. A covered food court in the tented village will provide shelter from rain, and all drinking restrictions in the Club enclosure have been removed following a successful trial.
Chief executive Guy Lavender, who joined from Marylebone Cricket Club in January, said: 'We know that value for money is one of the most important factors... We made a number of changes last year and have continued to look at ways to improve.' He noted that the success of the 2025 festival would be judged on experience, not just attendance.
Early-bird tickets for the 2026 festival are available until 4 December at £47, £67 and £100 for the Best Mate, Tatts and Club enclosures respectively, after which prices rise to £54, £75 and £109. Lavender added that the track is working with travel company Venatour to offer lower hotel prices during festival week.
