What Impact Will the New Universal Resort & Theme Park Have on Cheadle & Alton Towers?

Universal Destinations & Experiences intends to build and operate the company’s first-ever theme park and resort in the United Kingdom, located in Bedford, pending planning consent approvals.

The proposed plans include an entertainment resort complex with a world-class theme park with several themed lands featuring Universal’s distinct brand of immersive storytelling, thrilling rides, innovative attractions and exciting entertainment. Initial resort plans also feature a 500-room hotel and a retail, dining and entertainment complex. It will be the first Universal-branded theme park in the UK and Europe.

There is to be substantial infrastructure investment to supporting this addition, including airport and road expansions. According to Universal's local research, 93 percent of local residents are in favour of the development. Environmental concerns aside, this is good news for the UK economy. However, this could have some serious impact for other visitor attractions such as our own Alton Towers and this would impact local residents and businesses in Staffordshire Moorlands and Stoke-on-Trent.

The Universal Resort Site - to be completed 2031

We asked local business leaders to weigh in on this significant issue. Rachel Laver Chief Executive of Staffordshire Chambers of Commerce told COGNEWS "I think the new resort may have some impact on  Alton Towers, but there are plenty of other parks such as Gulliver’s Land and Chessington which are closer to the new proposed site which are likely to be more severely hit."

I also think if you look at everything that Alton Towers has to offer in terms of the well-established and loved facilities and then the wider area I think Alton Towers will do fine.  However it will be important that We are Staffordshire and Visit Staffordshire work together with businesses across the area to raise the profile of Staffordshire, so that people don’t just come to visit Alton Towers, but they realise it’s a great place to spend a week or fortnight and enjoy the Peak District and surrounding areas, such as Stoke, which was voted the third best place to visit in the country recently."

We'll let you know as more local leaders share their thoughts and plans develop. We'd like to encourage you to share your own views on how you think this might affect you and your family.

Here are a few things we know so far:

• The Universal site appears to be similar to that of Alton Towers, and like Alton Towers, they have the option to squeeze a bit more land if they need to.

• Universal will have better access and is more centrally located for visitors from all across the country and overseas too.

• Universal has some great brands that draw crowds, so theming for them is likely to be more natural.

• Merlin has much more experience with European audiences and established parks such as Thorpe Park, Legoland Windsor, and Alton Towers.

• Visitor numbers appear higher for Alton Towers than Universal, but there are too many variables for this to be a reliable indicator of future numbers.

• According to Universal's public engagement website, this development will have a transformative impact on Bedford and the UK economy. It will be a major contributor to the creative arts and tourism industries, generating nearly £50 billion of economic benefit for the UK and creating thousands of new, high-quality jobs. At opening, the theme park would be one of the largest employers in the region, with approximately 80% of employees expected to come from Bedford, Central Bedfordshire, Luton, and Milton Keynes, with many more communities benefiting from apprenticeships, training, and educational opportunities.

More details about the project are to be revealed over time and are subject to the necessary planning consent approvals. The park is schedule to open in 2031.

What Impact Will the New Universal Resort & Theme Park Have on Cheadle & Alton Towers?