Cheltenham Festival Anticipates Attendance Boost After Years of Decline
Ticket sales for the 2026 Cheltenham Festival are showing a promising uptick, surpassing levels from the same period last year. This development signals a potential reversal after three consecutive seasons of declining attendance at the prestigious horse racing event. The festival, set to commence on March 10, is generating optimism among organizers as they implement strategies to enhance the overall experience for racegoers.
Leadership and Initiatives Drive Positive Momentum
Guy Lavender, who assumed the role of chief executive at Cheltenham in early 2025, expressed confidence in the current sales trajectory. "Overall, we are very positive about where we are for sales at the festival," Lavender stated. "There is growth from last year. While it's too early to provide definitive numbers, we are definitely moving in the right direction." This year marks the second festival under Lavender's leadership but the first where the impact of various customer-focused initiatives can be fully assessed.
Key changes introduced over the past 15 months include the reintroduction of Ladies' Day on Wednesday, traditionally the least attended day, and a relaxation of rules regarding alcohol consumption areas. Lavender emphasized the importance of growth, noting, "We've introduced a number of changes, and I believe they are making a positive difference on attendance."
Addressing Accommodation Challenges
Another significant hurdle identified by organizers was the high cost of overnight accommodation near the track. In response, Cheltenham partnered with a local travel firm to launch the Room To Race initiative ahead of last year's festival. Lavender reported "massive growth" in this area, stating, "We're definitely seeing a shift in accommodation providers wanting to work with us. While there are still some operators charging excessive prices, overall, we are witnessing a rebalancing."
Racing Highlights and Tips for Upcoming Events
As the festival approaches, attention is also turning to key races in the lead-up. The Morebattle Hurdle at Kelso on Saturday offers a potential £100,000 bonus for connections if the winner goes on to succeed at Cheltenham. Among the contenders, Cracking Rhapsody stands out, having won the Morebattle Hurdle for the past two seasons. Ewan Whillans' gelding has an impressive record at Kelso, with form figures of 2-1-1-1-1 over course and distance, making him a strong favorite despite a modest season so far.
Other notable tips for Saturday's races include:
- Kelso 1.10: Doyen Du Bar, who showed promise over longer distances, may benefit from a shorter trip.
- Doncaster 1.25: Coolanna, with only two races under her belt, has significant potential for improvement.
- Kelso 1.40: Protektorat is expected to dominate against lesser rivals.
- Newbury 3.15: Eldorado Allen, with consistent performances in similar contests, is a reliable choice.
These events underscore the vibrant atmosphere building ahead of the Cheltenham Festival, as organizers and fans alike hope for a successful turnout that marks a return to form for one of horse racing's most celebrated gatherings.
