14/04/2026
PAY-PER-RIDE RETURNS TO BLACKPOOL!
Blackpool Pleasure Beach Resort launches flexible ‘pay as you ride’ option. New ticket invites guests to enjoy “your day your way”
Blackpool’s Pleasure Beach Resort has announced a new ticket type that’s designed to give non-riding guests greater choice and flexibility when planning days out.
The brand new ‘Flex Pass’ allows guests to enter the park and build their day as they go, by ‘topping up’ their pass with tickets to individual rides.
Costing £18 and cheaper than the previous Non-Rider Pass, the Flex Pass allows park entry, a ride on Pleasure Beach Express, and access to all on-park. Between July 9 and September 10, it also includes free entry to the world famous, highly acclaimed Hot Ice Show, which is celebrating its 90th year this summer.
Visitors then have the freedom to pick and choose the attractions they want to experience by purchasing individual ride tickets using the Pleasure Beach app or scanning QR codes at the ride’s entrance. Ride tickets will vary in price depending on ride type and the day of the week, but will start at £7.
The Flex Pass has been developed with flexibility in mind, particularly for families and mixed groups who may have different preferences when it comes to rides. It also caters to guests who want to enjoy the atmosphere of the park, watch live entertainment, and perhaps experience just one or two rides during their visit.
Amanda Thompson OBE, CEO of Pleasure Beach Resort, said: “This year we’ve placed a real focus on identifying new ways to make Pleasure Beach Resort more accessible and enjoyable for all of our guests. The Flex Pass is a fantastic option for those who want to experience a more relaxed and flexible day out, whether that’s families with younger children, multi-generational groups, or visitors who would prefer to sample one or two rides.
“This new approach puts the choice firmly in the hands of our guests, allowing them to enjoy their day, their way.”
The new ticket makes Pleasure Beach the only major theme park in the UK to offer a pay as you ride option. Although this is offered by some smaller amusement parks such as Fantasy Island near Skegness, which is home to smaller, more ‘fairground-style’ rides, major theme parks such as Alton Towers and Thorpe Park only offer a fixed “pay one price” model.
It was one of a slew of new ticket options introduced at Pleasure Beach’s Season Launch, including the Annual Pass and the new free ticket for children under 2 years old.
Flex Passes will no doubt appeal to those guests wanting to experience Pleasure Beach’s brand new £8.72M ride, Aviktas, which is due to open in May.
Thank you to Pleasure Beach Resort for sending over the press release.
