The once bustling Cheltenham Festival, a staple in the National Hunt racing calendar, is witnessing a significant shift this year as fans trade the frosty Cotswolds for the sunnier, more economical shores of Benidorm. Traditionally, aficionados would gather in droves at Cheltenham, their passion for racing apparent in every cheer for horses thundering down the stretch. However, the 2025 festival is seeing a different trend, one that suggests racing enthusiasts are no longer pulling up sound at this landmark event.
A Dwindling Crowd at Cheltenham
Cheltenham has always been a hub for racing devotees. Yet, for the first time since 1993, attendance has dropped sharply, with only 41,949 spectators gracing the grounds on Wednesday—a stark contrast to previous years. The costs associated with attending the festival have galloped away, leaving many fans feeling priced out. A pint of Guinness nearly reaches £8, and accommodation prices have soared to a staggering £800 per night for a standard room. These financial burdens, combined with the festival’s high ticket prices and travel expenses, have driven fans to seek greener pastures.
Benidorm: A Sunny Alternative
Meanwhile, the Spanish resort town of Benidorm, renowned for its balmy climate and relaxed atmosphere, has become a popular refuge for those wishing to savor the racing action. With big screens broadcasting the races and pints available for just €1, many fans find themselves drawn to the less rigid environment. You could say the atmosphere in Benidorm allows racing followers to enjoy the sport while soaking up the sun, giving them the room to breathe in the excitement without breaking the bank.
For fans like Graham White, a service technician from Glasgow, the choice is clear. White, who has traded his formal attire for casual flip-flops, finds Benidorm’s ambiance more inviting than Cheltenham’s traditional pomp. He enjoys the lively camaraderie and sunlight, claiming, “I’d rather be here, soaking up the sun with a few drinks and having craic with the lads.”
Booming Business for Local Bars
Establishments like The Winning Post in Benidorm are relishing in the unexpected windfall. With a long-standing tradition of catering to racing fans, this local hotspot offers continuous betting opportunities and an array of screens displaying the festival’s heart-pounding races. The bar’s owner, Colleen Holm, notes how the trend has surged in recent years, bringing in a new wave of patrons eager to enjoy the festival’s thrill from afar.
“Cheltenham’s always been big for us, but it’s probably over the last six or eight years that it’s really taken off around Benidorm,” Holm explains. The quality of weather—not to mention the affordability—seems to have tipped the balance, making Benidorm an ideal location during the jump season’s showcase event.
The Road Ahead for Cheltenham
Despite these changes, some industry insiders believe Cheltenham has the potential to rebound. With fresh leadership under Guy Lavender, the new CEO, there is optimism that the festival will regain its former glory. Lavender has been actively engaging with racegoers to understand their needs and enhance their experience. As racing enthusiasts reminisce about Cheltenham’s golden days, ITV presenter Ed Chamberlain maintains that the festival’s intrinsic charm and appeal endure. He suggests that, with strategic adjustments, the festival can steer a course back to thriving attendances.
From bad weather to unresolved logistical hiccups, Cheltenham has faced its share of obstacles. Yet, the infectious energy and fervor indicative of this festival are timeless. Chamberlain posits that while some fans explore new horizons, Cheltenham’s race to recapture its audience is a contest far from over.
For now, as the festival unfolds amid changing tides, the love for the sport continues to connect supporters, whether they gather under the Spanish sun or brave the English chill. The heart of racing beats on, echoing the footsteps of history with each gallop down the track.
