Adventure Attractions Invests Over £700,000 in Bournemouth Pier as Toll Suspension Continues Indefinitely
Adventure Attractions Ltd, operators of the attractions on Bournemouth Pier, has announced an investment of over £700,000 in Bournemouth Pier, a bold commitment to the future of one of the UK’s most iconic coastal landmarks. As part of this investment, the company has confirmed that the suspension of the pier toll will continue indefinitely, delivered in partnership with Bournemouth, Christchurch and Poole (BCP) Council.
The investment reflects Adventure Attractions’ long-standing dedication to keeping Bournemouth Pier relevant, vibrant, and accessible, building on years of continual improvement to ensure the pier remains a must-visit destination on the south coast.
The toll suspension, introduced to improve accessibility for both residents and visitors, has seen a strong uplift in footfall and engagement across the pier in its first year. By removing the entry charge, Bournemouth Pier has remained open and welcoming to all, at a time when many UK coastal attractions continue to increase prices.
Sarah Hunter, Managing Director of Adventure Attractions, said: “Increasing accessibility to the pier has always been our ambition, and the response over the past year has been incredibly positive. Continuing the toll suspension allows us to build on that momentum and ensure the pier remains a place everyone can enjoy, all year round.”
She continued: “It is a difficult time for the Leisure and hospitality industry, but in anticipation of BCP Councils’ investment in the structure of the pier, we are showing our commitment to the future by investing over £700,000 in removing the toll. This is a huge investment and risk for us, but the increased footfall and support for our businesses have shown us that the opportunity is there to grow the pier into the future and develop the returns that can justify the investment. As BCP Council invest in the structure for the future, Adventure Attractions want to invest in developing the customer experience for the future to ensure the partnership continues to deliver and develop.”
This £700,000 commitment is the latest chapter in Adventure Attractions’ ongoing investment in the pier over many years, continuously evolving the experience to keep Bournemouth Pier the iconic, beloved destination it has always been.
The decision reinforces a shared commitment between Adventure Attractions and BCP Council to support the local economy, encourage tourism, and enhance the appeal of Bournemouth’s seafront. Visitors can continue to enjoy attractions including RockReef, the PierZip, and the Key West restaurant, with the pier remaining open for all to explore. There will also be temporary pop-ups providing facepainting, jewellery, strawberries & chocolate and much more throughout the year.
Amanda Barrie, Director of Commercial Operations at Bournemouth, Christchurch and Poole Council, said: “Bournemouth Pier is one of our most loved landmarks and keeping it open and accessible benefits both residents and visitors alike.
“We are pleased to be able to work with Adventure Attractions to allow residents and visitors to enjoy the pier toll free which helps encourage footfall, supports tourism, and strengthens the local economy, while ensuring the pier remains a welcoming, everyday space for our communities.”
Adventure Attractions’ £700,000 investment underlines a long-term vision for Bournemouth Pier, keeping one of the UK’s most recognisable coastal landmarks open, accessible, and thriving for generations to come.