Thousands of Britons flock to Benidorm in Spain following outrage over pint prices
Thousands of British racing enthusiasts are bypassing Cheltenham entirely this year, opting instead for the sun-soaked bars of Benidorm, where pints cost just £2 compared to £7.50 at the racecourse.
Hotel reservations in the Spanish resort have surged by 225 per cent around the festival dates.
Bar owners are preparing for what they expect to be the largest Cheltenham-watching crowd the strip has ever witnessed.
The timing of St Patrick’s Day, falling on Tuesday, has fuelled further demand for the Costa Blanca destination – despite being 830 miles away from Cheltenham and 1,080 miles away from Dublin.
Zoe Harris, chief customer officer at On the Beach, said: “We’re so close to hearing the Benidorm roar erupt as the Supreme Novices’ Hurdle gets underway. It’s clear from the number of punters heading over that this is shaping up to be the biggest Cheltenham Festival Benidorm has ever seen.”
Festival organisers have responded to last year’s backlash over drink prices by cutting the cost of a standard Guinness from £7.80 to £7.50 for this year’s event.
The Irish stout remains the beverage of choice for the tens of thousands descending on the Cotswolds across the four days.
In 2025, racegoers expressed frustration at the steep pricing, with even the alcohol-free Guinness costing £7.40 – just 40p less than the regular version.
Thousands of British racing enthusiasts are bypassing Cheltenham entirely this year, opting instead for the sun-soaked bars of Benidorm
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Premium lager and Doom Bar will remain at their 2025 prices of £7.40.
In a significant departure from tradition, spectators will now be permitted to drink alcohol along the rails in front of the grandstand, eliminating the need to finish beverages before watching races.
The festival has undergone its most substantial transformation in 166 years, with daily attendance reduced by 2,500 to a maximum of 66,000 visitors.
Organisers hope the lower capacity will deliver a more pleasant experience, with less crowded viewing areas and shorter waits for refreshments and facilities.
The festival has undergone its most substantial transformation in 166 years
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Ladies Day makes its return after a seven-year absence, with bosses anticipating a surge in female attendance drawn by £10,000 worth of prizes for the best-dressed racegoer.
Multi-ticket packages have also been introduced to bring down entry costs for regular punters.
However, accommodation prices remain beyond the control of racing officials, with average five-night stays now reaching £3,772 according to Booking.com.
Meanwhile, a three-bedroom townhouse near the course commands £8,812 for the four days.
Former champion jockey Ruby Walsh has endorsed the sweeping changes, describing the capacity reduction as an obvious decision.
Festival organisers have responded to last year’s backlash over drink prices by cutting the cost of a standard Guinness from £7.80 to £7.50 for this year’s event
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GETTY
Walsh said: “I’m very impressed with the changes. I think less is always more, so bringing down the capacity to me is a no-brainer.”
The pundit emphasised the importance of ensuring visitors leave wanting to return, noting that the overall customer experience must be the priority.
On the revival of Ladies Day, Walsh offered a characteristically light-hearted response: “I’m all in a dither. I have no idea what hat I’m going to wear! I am a man with a girl’s name so I’d better make an effort.”
The festival begins today with the Supreme Novices’ Hurdle opening proceedings.
