Cheltenham Optimistic for Ticket Sales Recovery After Three-Year Decline

Ticket sales for the 2026 Cheltenham Festival show promising growth compared to the previous year. The event, scheduled to begin on March 10, brings with it optimism after three years of declining attendance.

Growing Confidence at Cheltenham

Guy Lavender, Cheltenham’s chief executive, emphasized the positive outlook for ticket sales. “Overall, we are very positive about where we are for sales at the festival,” Lavender stated. He noted an upward trend compared to last year, although he refrained from providing specific numbers.

Improvements for Attendees

This will be the second festival under Lavender’s leadership, presenting an opportunity to evaluate recently implemented customer experience initiatives. Significant changes include:

• The return of Ladies’ Day on Wednesday, previously the least attended.
• Relaxation of rules regarding alcohol consumption areas.

Addressing Accommodation Costs

High accommodation costs near the track have been a major barrier for potential attendees. In response, Cheltenham formed a partnership with a local travel agency, resulting in the launch of the “Room To Race” initiative. Lavender reported substantial growth in accommodating racegoers, stating, “We’re definitely seeing a shift in accommodation providers wanting to work with us.”

Upcoming Festival Highlights

As the Cheltenham Festival approaches, excitement builds around the racing events. Notably, the winner of the Morebattle Hurdle at Kelso stands to gain an additional £100,000 if they perform well at the festival. Among the competitors, eight of the 17 runners are eligible for festival handicaps, including hopefuls from Nigel and Willy Twiston-Davies.

Key Races to Watch

Prominent races leading up to the festival include:

• Kelso: Cracking Rhapsody aims for a third consecutive win in the Morebattle Hurdle.
• Trainer Insights: Ewan Whillans believes the return to Kelso will greatly benefit Cracking Rhapsody, whose previous performances there have been impressive.

As excitement builds for the Cheltenham Festival, the combination of improved ticket sales, enhanced attendee experience, and strategic partnerships aims to ensure a successful event. The festival is set to reclaim its prominence in the racing calendar after years of decline.