Cheltenham Festival 2025: Attendance drops for third successive year

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New Cheltenham Festival CEO, Guy Lavender, has confirmed that 2025 attendance figures will be lower than in previous years. 

The popular UK racing event has seen a year-on-year decline in on-site visitors since welcoming fans again in 2022. Last year, 229,999 fans ventured to ‘the greatest show on turf’ – an 18% decrease on 2023 numbers.

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Much of the festival’s deteriorating attendance figures have been attributed to rising costs across the board, as admission, refreshments and accommodation prices soar. 

In particular, the increased monetary cost of attending Cheltenham Festival obviously affects those who frequent multiple days of the event more. 

This year, around 200,000 onlookers are anticipated to witness the four-day event first-hand. Improvements have been made to the racegoer experience, including an expanded area for drinking alcohol and a 20% discount for anyone who opts to buy more than one ticket. 

However, neither addition has borne fruit in terms of better attendance for The Jockey Club-owned meeting. 

Lavender, who assumed the role of Cheltenham chief executive on 1 January, acknowledged that “the cost of accommodation is impacting attendance”. Moreover, he explained that work is being done to “provide more affordable hotel, ticket and travel packages” for the 2026 Cheltenham Festival, as well as upcoming events. 

A central component tied to Cheltenham’s historical success is the interwoven ability to bet on fan-favourite runners. This year’s opening day comprises several market leaders — with Kopek Des Bordes, Constitution Hill and Majborough participating today. 

Yet, the allure of these big names has not translated to a tangible boost in ticket purchases. In an open letter to racing fans, Guy Lavender expressed his understanding of the current lackluster figures attached to the 2025 Cheltenham Festival: 

"The decline is not catastrophic but nor are we seeing growing attendances. I am sure that this will result in some commentary, both in the media and on social media platforms.

“However, if there is one thing I want those reading this to take away, it is that we will define success this week and beyond by whether we are delivering unforgettable days out for our customers and improving the experience for everyone in attendance and watching on at home.

“We want to ensure everyone has a festival to remember for the right reasons, whether that be our local community or those travelling to be with us.”

Promising a memorable experience for all, Lavender continued: “For now, though, I want to leave you in no doubt that whether you are a racegoer, sponsor, trainer, jockey, owner or a member of stable staff, our number one priority will be to provide you with the best possible experience.”

Despite weakening ticket purchases, a recent survey by Coral evidenced that the Cheltenham Festival maintains a vice-like grip on the UK betting community. Of those participating in the questionnaire, almost half said they would lie to employers to attend the meeting – with more than 25% willing to skip family events in order to tune in.