Cheltenham racecourse has announced a series of measures aimed at reversing a sharp decline in attendance at its flagship festival, including the return of an official Ladies Day and a reduction in the price of Guinness. The changes, described as 'enhancements to the customer experience', come ahead of the new National Hunt season starting on 24 October.
Attendance at the Cheltenham Festival, scheduled for 10-13 March 2026, has fallen significantly since a post-Covid high of 280,627 in 2022. This year's second-day crowd of 41,949 was the lowest for any day at the event since 1993. In response, the second day of the 2026 festival will be promoted as Ladies Day for the first time since 2019, aiming to reverse a 34% decline in attendance on that day from 64,431 in 2022.
Other improvements include enhanced audiovisual systems, a covered food court, and the removal of all drinking restrictions in the Club enclosure. The price of a pint of Guinness will be cut by 30p to £7.50, and prosecco will be available at bars for the first time. These changes follow earlier initiatives by chief executive Guy Lavender, who joined from Marylebone Cricket Club in January, including a freeze on ticket prices and a partnership with travel company Venatour to offer discounted local accommodation.
Lavender said: 'We know that value for money is one of the most important factors for people to consider when deciding which events to attend. We are continuing to work with Venatour to secure better value for our visitors.' Tickets for the 2026 festival are available at early bird rates until 4 December, with prices starting at £47 for the Best Mate enclosure.
