It comes after the operators of the attractions on the pier, Adventure Attractions Ltd, announced a £700,000 investment to remove the entry charge for the pier entirely in partnership with Bournemouth, Christchurch and Poole Council.
It is in order to encourage footfall, support tourism, and strengthen the local economy
It was previously reported despite most piers in the UK having entry fees, the charge to go on Bournemouth Pier would be temporarily suspended for 2025.
The toll suspension was introduced to improve accessibility for both residents and visitors, and since being in place a strong uplift in footfall and engagement across the pier has been seen. 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.
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.
BCP Council has confirmed that the toll suspension will continue until the end of the current operator’s term, this covers the 2026, 2027, 2028, and 2029 summer season which runs from April 1 to October 31.
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.
“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.”
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.”