Alton Towers has unveiled discount season passes for 2020 that are currently cheaper than purchasing one single entry ticket on the day.
Tickets for the 2020 season currently cost £53 per person, which allows entry to the theme park as many times as the holder likes throughout the entire year.
Meanwhile, single day passes bought on the day cost £58 per person, making it £5 more expensive than a year-long unlimited-entry ticket.
Customers are able to buy cheaper day tickets if they purchase them online in advance, with prices starting at £34.
Alton Towers has also cut the cost of its Premier Season Passes for a short period to £70, which comes with added benefits such as free parking and entry during events, such as Scarefest.
The season pass sale is running until January 6, and the attraction is also offering up to 40 per cent off overnight stays in the themed hotels with breakfast, crazy golf and free parking, if booked before January 31.
In 2018, the theme park in Staffordshire, UK, welcomed 2.1 million visitors through its gates.
Image: David Blaikie