Merlin Entertainments is offering sale prices on an annual pass for families, in an attempt to tie in customers for its wide range of leisure attractions. Passes are currently on sale for £109, a discount of £30 over the standard price.
The UK-based company will be hoping in particular that the deals help bring visitors back to Alton Towers, which has endured falling visitor numbers since the Smiler rollercoaster crash in 2015.
The tickets include discount to entry prices for Merlin’s other major attractions, including Legoland, London Dungeons and Madame Tussauds. There are also premium passes available for £159, down from £219, which allow priority entry to attractions.