British racing enthusiasts are making a dramatic shift from the traditional Cheltenham Festival to the sun-soaked shores of Benidorm, with a massive influx of fans descending on the Spanish resort to enjoy the racing action far from the costly event in Gloucestershire. This growing trend has seen hotel bookings in Benidorm skyrocket by an astonishing 225 per cent, as punters don comical outfits and hit the bustling strip for the start of the four-day festival.
Price Wars: Benidorm's Bargains vs. Cheltenham's Cuts
While Cheltenham organisers have attempted to address criticism by reducing the price of Guinness to £7.50 a pint this year, Benidorm's irresistible offer of £1.70 a pint has proven too tempting for thousands of Brits. Holidaygoers were spotted wearing traditional jockey outfits and downing pints under the Spanish sun, while the races commenced 1,300 miles north in Cheltenham, where temperatures hovered around 11 degrees with overcast skies.
Beyond Booze: A Cost-Effective Alternative
It is not merely the cheap alcohol that has lured Brits to embrace Benidorm over Cheltenham. Burgers are available at over half the price of the £12 charged at the festival, and flights to Spain cost a mere fraction of the train fares required for travel from London to Gloucestershire. Entrance to bars along the Benidorm strip is entirely free, starkly contrasting with Cheltenham's daily ticket prices, which range from £47 to £180.
The Spanish city boasts countless large-screen TVs broadcasting all the races live, complemented by live DJ sets and pool parties. This festive atmosphere gives Benidorm a head start on St Patrick's Day, typically a hectic period in the area as tourists celebrate the holiday. Brits reportedly constitute over 40 per cent of Benidorm's annual visitors, with nearly 900,000 UK travellers visiting the city in 2024 alone.
Cheltenham's Attendance Crisis and Response
Cheltenham bosses are grappling with a significant decline in attendance, as last year's figures dropped alarmingly. In 2025, only 218,839 people flocked to Prestbury Park, a decrease of more than 10,000 from the previous year's attendance of just under 230,000. The situation worsened on Ladies Day, which saw a mere 41,949 attendees—the lowest single-day crowd in a quarter of a century.
Many punters attributed the no-shows to the escalating costs of enjoying the Cheltenham Festival, with a pint of Guinness in 2025 nearly reaching £8 at £7.80. In response, the festival has implemented price reductions, spearheaded by chief executive Guy Lavender. The price of a pint of Guinness has been slashed by 30p to £7.50 this year, matching its 2022 price, while a half-pint now costs £3.75, a 15p decrease.
Broader Beverage Pricing Adjustments
Speaking about the decision in September, Lavender emphasised the emotive nature of pint pricing and the festival's commitment to delivering better value for racegoers. Additional price changes include Guinness 0.0, now £7.30 for a pint and £3.65 for a half-pint, slightly cheaper than last year. Spirits such as Morgan's Spiced, Smirnoff, Gordon's Gin, and Gordon's Pink Gin have all been reduced by 20p to £7 for a 25ml shot.
However, not all beverages have seen decreases. A 330ml bottle of alcohol-free lager has increased by 10p to £4.10, and wines have risen by 30p to £10 for house varieties. Despite these adjustments, items like a 330ml bottle of premium lager, a 500ml can of Doom Bar, and a 25ml shot of Jamesons remain at their previous prices of £7.40, £7.80, and £7.30 respectively.
As Brits continue to vote with their wallets, the exodus to Benidorm highlights a broader trend of seeking affordable alternatives, posing a significant challenge for Cheltenham as it strives to reclaim its crowd numbers and festive spirit.
