Throughout next month – including the school half-term holidays – all visitors will have to pay to get into the fun park.

Only children under one metre (3ft 3in) will be exempt from paying this fee which entitles visitors to unlimited rides.

The move has stunned tourism leaders and hoteliers who say the fee will be too much for many families.

Coun Maxine Callow, Blackpool Council cabinet member for tourism and regeneration, said: "I don't know what they are thinking of – I'm speechless. With the credit crunch, high petrol prices and the rising cost of living, I don't know if people will be willing to pay that kind of money.

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"I know they are business people and I hope it works for them, but personally I cannot understand their thinking."

The Pleasure Beach has for decades boasted the highest visitor numbers of any attraction in the UK thanks to its free-to-enter policy.

Bosses are so far staying tight lipped about their reasons behind the new entrance fee which will remain in place until November 2 – the end of the Illuminations season.

The Pleasure Beach currently charges £32 for an unlimited rides wristband – £27 on its website – but park entry is free.

Bosses incurred the wrath of local hoteliers and park users earlier this year after announcing that from the start of the 2009 season visitors will have to either buy an Unlimited Ride Wristband or a £5 Freedom Pass to get into the park.

A company statement said: "From October 1 to November 2, Pleasure Beach will be operating a pay one price entry system. During this period visitors will be required to pay a £20 admission fee. The admission fee of £20 is a saving of over 30 per cent and offers fantastic value for money.

"The admission fee allows visitors access to unlimited rides and entrance to one of our matinee performances of either Hot Ice or Forbidden.

"Children under one metre will be able to enter for free."
Many nearby business believe the move will spell disaster for the tourism trade.

Steve McDonald, owner of the Marsden Hotel on Withnell Road, South Shore, said: "A lot of my guests were saying they were not happy to pay £5. There are so many families who go, but only the children go on the rides and they will just go somewhere else. Other hoteliers tell me they think the Pleasure Beach bringing in charges will be a disaster."

David Bentley at The Holmleigh Hotel said the new price policy discriminated against those who did not want to go on the rides.

"It's unfair to carers and disabled and elderly people," he said.

Alton Towers has a varied pricing scheme, from £35 on the gate to £17.50 for senior citizens, with discounts for online and telephone orders.

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