Cheltenham Festival Anticipates Attendance Boost Following Ticket Sales Increase
Ticket sales for the 2026 Cheltenham Festival are currently outpacing those from the same period last year, sparking optimism among organisers that attendance will rise after three consecutive seasons of decline. The festival, set to commence on 10 March, represents the second under the leadership of chief executive Guy Lavender, who assumed his role at the start of 2025. This year's event is particularly significant as it will allow for an assessment of various customer experience enhancements implemented over the past 15 months.
Positive Outlook from Cheltenham Leadership
Guy Lavender expressed confidence in the festival's trajectory, stating, "Overall we are very positive about where we are for sales at the festival, and there is growth from last year. It's too early to give definitive numbers and there are a few days to go, but overall we are moving in the right direction." He emphasised that while attendance numbers have been a concern in recent years, the focus has shifted towards improving the overall experience for racegoers.
Key Initiatives Driving Growth
Several strategic changes have been introduced to revitalise interest in the festival. These include:
- The reintroduction of Ladies' Day on Wednesday, which has historically been the least attended day.
- A relaxation of rules regarding alcohol consumption areas to enhance visitor comfort.
- A partnership with a local travel firm through the Room To Race initiative, aimed at addressing exorbitant accommodation costs near the track.
Lavender noted that the Room To Race programme has seen "massive growth" this year, with more accommodation providers willing to collaborate. "We're definitely seeing a shift in accommodation providers wanting to work with us. It's not perfect and there are still operators charging silly prices but in the round, we are seeing a rebalancing," he added.
Racing Highlights and Weekend Tips
As the festival approaches, attention is also turning to key races in the lead-up. The Morebattle Hurdle at Kelso on Saturday offers a £100,000 bonus for any winner who goes on to succeed at Cheltenham. Notable contenders include Cracking Rhapsody, who has won the Morebattle Hurdle for the past two seasons and boasts an impressive record at Kelso. Other tips for Saturday's races include:
- Kelso 1.10: Doyen Du Bar, expected to benefit from a shorter distance.
- Doncaster 1.25: Coolanna, showing potential for improvement over a longer trip.
- Newbury 3.15: Eldorado Allen, a consistent performer in similar contests.
These events underscore the heightened anticipation surrounding the festival, with organisers hopeful that the combination of strategic improvements and exciting racing will draw larger crowds next month.
