Pleasure Beach boss Amanda Thompson urged everyone in Blackpool's tourist trade to work together to make the most of the 2017 season.
The fun park unveiled a host of new ticket deals and shows as industry leaders gathered to get a first glimpse of what 2017 has to offer.
Opening the event Amanda repeated her determination to boost visitor numbers both in the park and the resort.
She said: "I wish everybody a great season because I want Blackpool to be great.
"It's important we all work together and we all make sure our guests have a fantastic stay.
Among the deals Pleasure Beach bosses are hoping will draw crowds include a £28 megaticket and a week-long pass costing as little as £40.
The park is also introducing open date wristbands for the first time.
There will be eight late riding sessions including two featuring Ministry of Sound DJs -Trevor Nelson set to headline an event in October.
For younger visitors there will be five Nickelodeon themed events including Paw Patrol Ready for Action in June and a Summer of Slime.
Elsewhere in the resort tourism bosses are keen to cash in on a Brexit boost.
Phillip Welsh of VisitBlackpool said the town had been presented with an 'unexpected window of opportunity'.
He believes Blackpool can benefit from an increase in Staycation pointing to £1m sales of the Blackpool resort pass for first time last year as a sign more tourists are spending in the resort.
Mr Welsh said: "The one thing we couldn't second guess last year was the result of the European referendum and the effect a leave vote might have on currency exchange rates and people's holiday habits.
"That suddenly presented a window of opportunity for Blackpool to stake a claim for the staycation market.
"It's a huge testament to the resort and the investment that has gone in the resort over the years that we were so well placed to take advantage of that.
He continued:"The staycation effect is both a challenge and an opportunity.
"The challenge is not to take for granted that Blackpool will automatically benefit.
"Success lies in the product we have to offer.
"No other destination outside London has such a wide portfolio of attractions and a wide range of visitor accommodation.
"It's that strength we have to play to.
"But we have to underpin everything with quality.
Major announcements included:
The return of Nickelodeon's Slime Fest with six shows being staged at Blackpool Pleasure Beach Arena
A full weekend programme for Blackpool Air Show on August 12 and 13
A September 1 Switch On with a big name media partner to be revealed