Halloween is becoming a key revenue driver for Merlin Entertainments, with the month of October now competing with the summer season in terms of profitability.
In recent years, operators in the visitor attractions industry have significantly increased investment in Halloween events, which draw big crowds and boost seasonal profit.
Merlin, the operator of UK theme parks such as Alton Towers and Thorpe Park, has revealed that October now accounts for around a fifth of its yearly profit (via the Independent).
During October, Thorpe Park in Surrey now generates 46 percent of its annual profit, and attendance in October 2024 surpassed visitor numbers in August of last year.
At Alton Towers in Staffordshire, October now contributes 27 percent of its annual earnings and 16 percent of total revenue.
October events boost seasonal profit
Fiona Eastwood, CEO of Merlin, said: “From the launch of Fright Nights at Thorpe Park in 2002 with just two scare mazes, to now delivering Halloween experiences right across our estate, we’ve transformed this occasion into a defining moment in our trading calendar.
“We’ve turned Halloween into a focal point that captures the imagination across generations and is now as significant as the peak summer season, and in some cases even more so.”
Merlin said its rides in the dark are among its most popular Halloween attractions, with guests citing these experiences as a reason for visiting Merlin's parks during the spooky season.
Eastwood said Merlin's immersive experiences are also attracting visitors, with parks like Alton Towers and Legoland Windsor working to expand and enhance their haunted houses and scare zones.
Alton Towers, for example, has introduced a new scare maze called Edge of the Forest and a new outdoor scare zone named Dark Hollow for Scarefest 2025.
In the visitor attractions sector in the US, Halloween continues to grow every year as theme parks and other sites add more dates and new attractions to their events.
Images courtesy of Merlin
