Alton Towers

Key: * = recorded for an average of the whole of 2018

Alton Towers previously had leases with High Street outlets, which have since been replaced by in-house brands such as Explorers Pizza & Pasta, Just Chicken and Burger Kitchen.

• McDonald's (1998-2007)
• Burger King (2008-2012)
• Pizza Hut (1998-2008)
• KFC (1998-2011)
• Fried Chicken Co. (2011-2018)
• Forest Feasts (2010-2016)
• Towers Street Bar and Grill (1985-2016)

      Previous themed area

      Current themed area

• 
  Mutiny Bay
• 
  Katanga Canyon
• 
  Gloomy Wood
  Exterior of Duel
• 
  Dark Forest
• 
  Cloud Cuckoo Land
  Galloper's Carousel and Twirling Toadstool
• 
  Forbidden Valley
  Nemesis theming
• 
  X-Sector
  Enterprise and Oblivion
• 
  The Towers
  Spinball Whizzer roller-coaster

Opened in 1986, Towers Street is the first area that visitors to the park encounter. Themed loosely as a town street, it leads to views of the gardens and the Towers across the lake in the distance. Along the pathway are the park's jumping frog fountains and a lawn where seasonal events take place. The first SkyRide station is located nearby, which is a 1048 m long cable car transport that opened in 1987, and was refurbished 2009. The monorail moves guests from the three on-site hotels and the water park to the theme park; it opened 1987 and was refurbished in 2008. In this area during the hour before the park's daily closure, departing guests are entertained by three people wearing police costumes, two of them riding Segway-like vehicles which play party music and the third standing with an old-fashioned megaphone that is unused, and a man riding a miniature ship while dressed as a sea captain.

Themed as an African village; created in 1992 and incorporated existing rapids ride. Rides include the roller coaster Runaway Mine Train and Congo River Rapids. Both are well-established rides in the park whose ride tracks share a tunnel. Congo River Rapids is a river rapids ride that opened 1986, as The Grand Canyon Rapids, and was refurbished in 1992. A 735 m long wild river rapids ride down the Congo River that lasts six minutes. Runaway Mine Train is a steel sit down powered coaster that reaches a speed of 22 mph (36 km/h) on a 1000 ft long track (305 m) and height of 36 ft (11 m); height limit 90 cm. It was designed by John Wardley for Tussauds and manufactured by Mack Rides.

Gloomy Wood serves as the area for the dark ride Duel - The Haunted House Strikes Back!, originally The Haunted House. Opening in 1992, this was originally Europe's largest haunted dark ride, but was significantly altered with interactive laser guns in 2003. Each player's shooting score is recorded on a display in the ride car, as guests shoot targets around the ride.

In 2007, a themed footpath through the woods was added to the area, named Haunted Hollow. The pathway follows the route formerly used by the park's old scenic railway, linking from Mutiny Bay. Haunted Hollow includes tombstones, statues and other features, some of which interact with guests using sound effects.[33] In July 2015, Nitrogenie opened and replaced the old Waffles and Ices, a shop producing ice cream using liquid nitrogen. Gloomy Wood was suggested by the 2017 park map to be home to the new Wicker Man wooden coaster, opening 2018. However, the park later stated that the ride was in Mutiny Bay.

Theming and signs in Forbidden Valley

Forbidden Valley is set in a 'post-apocalyptic' landscape, with standing stones and rustic structures populating the 'valley'. A SkyRide station also serves this area of the park.

The area's principal attraction is Nemesis, opened in 1994. Nemesis is a steel inverted coaster that reaches a speed of 50 mph (81 km) with four inversions, set in a rocky quarry over waterfalls. The ride is built down into excavated ground and was designed by Tussauds, primarily John Wardley. The attraction is themed as an alien creature inhabiting the quarry where the coaster is situated.

The Blade is a Huss Pirate Boat modified with a pendulum blade. It opened in 1980, and was relocated to the area in 1997 from Fantasy World. The Blade currently operates as the only flat ride in Forbidden Valley since the removal of Ripsaw. However, in October 2019, The Blade was dismantled to be 'Resharpened by the Phalanx' and has been added back to the Alton Towers app hinting it’s return.

Galactica is a B&M flying coaster, originally opening as Air in 2002. Air was loosely themed as a peaceful landscape, distanced from the 'apocalyptic' look of Nemesis. Air was redesigned as Galactica in 2016, adopting virtual reality headsets and a space travel theme. The VR headsets have since been removed due to feedback from customers.[34]

In May 2016, the 'Rollercoaster Restaurant' opened, offering a dining experience where guests have their food delivered by looping rails. The restaurant is open daily from 10am - 9:30pm; available to guests without theme park admission after the park has closed, except during Scarefest and Fireworks events.

Adventure Land is a small family area featuring Spinball Whizzer;[35] based on a pinball machine in which the car is the ball whizzing around the machine. The ride originally had this name, until 2010 when it was known as Sonic Spinball until the name change back in 2016 when a contract ended with SEGA after six years. The ride is a Maurer Söhne spinning roller coaster, in which riders sit in cars that can spin on their base whilst travelling at speed around the track. For the park map, Spinball Whizzer is listed as being in The Towers area.

Adventure Land is named after the adventure play ground which previously sat on the site. The former play area was one of the attractions of a larger area called Kiddies Kingdom. In 1996, Kiddies Kingdom was split into Adventure Land and Storybook Land.[36]

View of Oblivion

X-Sector is themed as a secretive industrial complex, suggested to be subjecting park guests to experimental testing.

The area currently contains three thrill rides. The steel dive coaster Oblivion which opened in 1998 as "the world's first vertical drop rollercoaster", designed by Tussauds and manufactured by Bolliger & Mabillard. The cars are held over the edge of the drop for three seconds, before diving into a deep tunnel. The Smiler is a Gerstlauer Infinity Coaster which opened in May 2013 and currently holds the world record for most inversions on a roller coaster at 14.[17] Enterprise is a standard HUSS Enterprise model which opened in 1984, spinning riders 360 degrees and giving the illusion of defying gravity. The area layout was partially altered in 2013 season to accommodate the opening of The Smiler.

Previous rides in X-Sector include The Black Hole, which was a Jet Star 2 coaster enclosed in a tent, where The Smiler is located today. Energizer (later renamed Boneshaker) was a swinging gondola flat ride. It was replaced by Submission in 2001, a "Chance Double Inverter" flat ride, which was itself removed in 2014.

Mutiny Bay's pirates

Mutiny Bay is a pirate-themed family area, which opened in 2008.[37] the area was a retheme for Merrie England.

Attractions in Mutiny Bay include: Battle Galleons, an interactive "Splash Battle" boat ride, where guests sit in tracked boats while soaking other riders with water cannons. Also in the area is the rocking boat ride, Heave Ho. The park's original teacups ride was re-themed to become Marauders Mayhem, with the tea cup cars being redesigned as gunpowder barrels. The Flume was a Mack log flume ride that opened in 1981 and was rethemed in 2004 with a sponsorship from Imperial Leather alongside the bubbleworks at Chessington world of adventure. Upon opening, it was the longest flume ride in the world at 886 metres (2,907 ft).[37] Late in the 2015 season, the ride and the neighboring tavern closed and were removed in 2016 to make way for the Wicker Man roller coaster and the "Welcome Inn" bar which shares the coaster's theme.

In 2009, a Sea Life Centre named Sharkbait Reef opened in the location previously home to the 3-D Cinema. This includes "touch pools" for interacting with underwater species and a 10-metre (33 ft) underwater tunnel.[38]

Driving School attraction in Cloud Cuckoo Land

The World of David Walliams is aimed at younger children aged 7–11, featuring bright colours and fantasy decor. Attractions include Raj's Bouncy Bottom Burp (the former Frog Hopper) and Royal Carousel (previously Galloper's Carousel). Cuckoo Cars Driving School allows children to drive miniature electric cars around a themed road layout, featuring visual jokes along the way.[39] A SkyRide station is located nearby Fountain Square, giving access to other areas of the park. The area was previously known as "Cred Street" and "The Land of Make Believe", with a cartoon-inspired look, mainly featuring Toyland Tours. Prior to this, it was first built as "Talbot Street" in 1981, becoming the park's first themed area, home to the Around The World in 80 Days and Doom & Sons dark rides.

On 21 July 2009, a fire broke out in the Sky Ride station for this area, caused by a faulty vending machine. The station was completely destroyed and didn't reopen until the 2010 season. [40]

In October 2019, it was announced that Cloud Cuckoo Land will be replaced by "The World of David Walliams" for the 2020 season, which will feature attractions based around Walliams' series of children's books.[41]

On 29 May 2020, it was announced that the openning of "The World of David Walliams" would be delayed to the 2021 due to the Covid-19 outbreak.[42]

The Dark Forest is themed as a supernatural woodland area; to coincide with the opening of TH13TEEN, a steel family coaster themed as a haunted crypt, that opened on 20 March 2010. Th13teen, features the "world's first freefall drop on a roller coaster" - an indoor, vertically dropping track element. The ride replaced the Corkscrew; the park's first roller coaster, which opened in 1980. Rita is a hydraulically launched steel sit-down coaster that reaches a top speed of 62 mph (100 km) that is now themed around an abandoned drag racer that is used to escape the Dark Forest.

The area was previously a cartoon prehistoric area named Ug Land, which opened in 1999, but was half-demolished to make way for Rita's construction in 2005. Rita used to be themed around drag racing but was changed with the opening of Th13teen and the Dark Forest. With the opening of Th13teen, the area was renamed as Dark Forest and further altered with a new colour scheme and entrance feature. Rita was also given a repainted control cabin and trains, shortening its name from "Rita - Queen of Speed".[43]

CBeebies Land is based on the BBC children's TV channel: CBeebies. It is the newest area of the Theme Park and opened on 24 May 2014. The area includes rides, shows and interactive experiences based on programmes from CBeebies, including In the Night Garden... and Postman Pat. Attractions in the area are: In the Night Garden Magical Boat Ride, Postman Pat's Parcel Post, Get Set Go Treetop Adventure, Something Special Sensory Garden, Numtums Number Go-Around, Charlie & Lola's Moonsquirters and Greendrops, Justin's House: Pie-O-Matic Factory, Mr Bloom's Allotment and Tree Fu Tom Training Camp. Shows at the Big Fun Show Time stage include: Mike the Knight, The ZingZillas and Nina and the Neurons. In 2015, Octonauts Roller Coaster Adventure opened, it is an underwater themed children's roller coaster; built on the vacant site The Beastie roller coaster. CBeebies Land was further expanded in 2017 with the opening of the Go Jetters Vroomster Zoom Ride and The Furchester Hotel Live, and again in 2019 with the addition of Peter Rabbit Hippity Hop and Teletubbies Big Band Live Show.

Main historic house

The Towers are the ruins of Alton Towers stately home and are the source of the park's name. They belonged to the Talbot family as a stately home until 1924 and largely designed by Augustus Pugin, also noted for his work on the Palace of Westminster.[44] The Towers are now in a state of disrepair following decades of neglect. The ruins are open to the public during most of the open season. However, some areas are closed off as part of a £1.1 million project in place to restore the oldest parts of the Towers. Key areas of The Towers include the banqueting hall, the chapel, conservatories, and Her Ladyship's Gardens.

Hex – The Legend of the Towers, a walk-through dark ride based within the ruins themselves, opened in 2000. The finale to the ride is a Vekoma Madhouse located away from the real Towers but themed as a secret vault. The storyline is based on a local legend about the chained oak tree, located in a nearby forest, and makes use of the history of the Towers. It draws its theme from the legend of the 15th Earl of Shrewsbury who was said to be cursed by a beggar woman to suffer death every time a branch falls from an old oak tree.

During the park's Halloween 'Scarefest' event multiple scare mazes operate within the Towers themselves. For 2018's Scarefest event these were; Sub Species: the End Games, and Altonville Mine Tours.

Gardens created by the eccentric 15th Earl of Shrewsbury

Near the garden entrance is a cenotaph to the 15th Earl, a marble bust with an inscription reading "He made the desert smile". Landmarks include a Chinese Pagoda Fountain, The Swiss Cottage, Miniature 'Stonehenge', a Greek Choragic Monument, and orangeries.

The Alton Towers Hotel opened on 10 April 1996 and is themed to the eccentric fictional character Sir Algenon Alton and his travels. The rooms are decorated in a quirky English style with pictures of Sir Algenon's inventions. The hotel is four star and has 180 rooms. The hotel was the first phase in a plan to turn the theme park into a multi-day resort.

The Alton Towers Hotel is currently undergoing a long term phased refurbishment to theme each floor to a different setting. So far, the plan has produced the Moon Voyage Bedrooms and Arctic Explorer Bedrooms.

The Splash Landings Hotel opened in 2003. The hotel has a relaxed Caribbean theme and is attached to the Alton Towers Waterpark. It is also four star and it has 216 rooms with a choice of six-room types, Family of 4 'Beachcomber' room, Family of 6 'Beachcomber' room, The Ice Age Suites, The Pirate Suites, Interconnected Family of 4 'Beachcomber' room and, Interconnected Family of 3 'Beachcomber' Room. The interconnected rooms are all on the ground floor and the family of 3 rooms are also disabled accessible. The rooms are numbered in the ranges of 1101 to 1159, 1201 to 1259, 1301 to 1359 and, 1401 to 1459, there are a few room numbers that are not used due to the shape of the hotel, these are 27, 29, 31, 33 and 35 on each floor.

The Enchanted Village is made up of 120 lodges and 5 secluded treehouses set in the fictional Enchanted Forest woodland. Situated next to the Alton Towers hotel, it features new recreational activities, such as various playgrounds for children and an archery range, which is available to use at no extra cost. The site is also home to "The Crooked Spoon" restaurant, and also an additional shop which sells alcohol and outdoor activity toys.

The Enchanted Village opened to the public on 18 April 2015.

Alton Towers have submitted planning application to expand the Enchanted Village in several phases. The application has been approved and if the plans go ahead, construction on the first phase will commence in 2018 with a scheduled opening of March 2019.[45]

The CBeebies Land Hotel opened on 8 July 2017, the hotel has a total of 76 themed rooms: 42 standard rooms (themed to the CBeebies Bugbies) and 34 premium rooms themed to different CBeebies shows, such as Something Special and Swashbuckle. Room amenities include child-friendly features, such as steps up to the sink and children's toilet seats. The hotel features CBeebies-themed shows and entertainment, which run every day of the year, as well as the "Windmill Restaurant".[46]

Although Alton Towers had previously gained the necessary permits to expand the Enchanted Village, these plans were eventually scrapped and reduced into a "pod"-style accommodation option. 102 individual pods were constructed, each sleeping up to four people.

The proposals have faced some critical views from the public, with many criticisms being raised over the capacity of bathroom facilities as well as how the resort will cope with the increased demand in food and beverages, as the Stargazing Pods will not have its own restaurant or bar facilities. The council even initially rejected the application citing lack of imagination and "magic", although the plans were granted permission the second time without making any notable improvements.

The Stargazing Pods opened on 12 April 2019.[47]

Alton Towers Spa is part of the Alton Towers Hotel and opened in 2004. It includes relaxation and treatment rooms and an adults only swimming pool. Despite being inside the Alton Towers Hotel, non-hotel guests are able to use the Spa.

Opened in 2007, the Extraordinary Golf mini-golf attraction is themed to different rides and attractions at the park, some of which, are from the park's history. Extraordinary Golf is located to the west of the Splash Landings Hotel. Extraordinary Golf was refreshed for 2016 including the addition of a Galactica themed hole.

Opened May 2015, the Enchanted Forest Tree Top Quest is a high ropes course near the Enchanted Village. The attraction opened shortly after, and accompanies, the Enchanted Village development. There is also a low ropes course. Tree Top Quest did not open for the 2018 season or the start of the 2019 season due to budget cuts by parent company, Merlin Entertainments. It is expected to reopen on 13 July 2019.[48]

Alton Towers has a history of hosting concerts since the 1960s. Concerts in recent years have included the Alton Towers Live event in 2011 and 2013. In 2010, there was an 80s concert for the 30th Anniversary featuring Rick Astley and Bananarama and also that year hosted a P!nk concert. In the past these concerts were often held in the car park at an additional fee, however more recently concerts have been held within the theme park. Artists that have performed there include Tina Turner and The Black Eyed Peas.

The "Alton Towers Oktoberfest" is a new event scheduled to take place in weekends during late September and early October 2020. It is based on the German festival of Oktoberfest held traditionally in Munich, Germany. The event will involve themed food and drink, entertainment and extended evening hours with selected rides open.[52]

Scarefest is the resort's largest annual event. It celebrates Halloween with a number of temporary scare maze attractions, scare zones, costumed characters and extended opening hours. Rides and areas are lit with coloured lighting at night, with most rides and attractions continuing to operate until 9pm. The Scarefest event has been running since 2007, although the park started celebrating Halloween with decoration several years before and has operated the Terror of the Towers scaremaze since 2002.[53][54] The scare mazes are upcharge attractions.

      Previous Scarefest maze       Current Scarefest maze

*Terror of the Towers took in break in 2004, 2005 and 2006.

• Altonville Mine Tours: Uncover the Legend of the Skin Snatchers, live action horror maze, set in the baron town of Altonville. A family of inbred hillbillies are outcast due to their hideous disfigurement and warped way of life. Through desperation they begin capturing townsfolk, before removing their skin and stitching it into their own in a hope that this may finally give them the beauty they so desire.
• Sub Species: The End Games, a live action horror maze returning in 2018, which will push the boundaries of Scarefest's mazes with multiple routes. A post-apocalyptic, sewer dwelling community have been infested by a species from another world. In order to survive, they appease the creature's hunger by sacrificing innocent people from the surface. However, over time, insanity has twisted the feeding ritual into a sick contest. Your demise is now their entertainment. Let the death race begin![55]
• Project 42 - The Phalanx base has been compromised and the team is in demise. The base had been used for civilian tests on a unique virus but something's gone wrong; the test subjects, now infected by the virus, have broken out. The Phalanx requires volunteers to enter the compound, find the vaccination and rescue the technician. Can you get out before contracting the infection?
• Darkest Depths - New for 2019. Board the infamous ghost ship 'The Mutiny' and journey into the darkest depths to earn your piece of eight. The treacherous Sirens will try to lure you into the ocean as you dodge the swords of the mutinous ghost pirates and come face to face with the sea's meanest legend of all ... the Kraken!
• The Attic: Terror of the Towers - New for 2019. Return of the iconic maze with new storyline and route. Dare you venture up to The Attic in this live action maze where you'll discover the ghost of 'The Governess'! According to local legend, she tries to avenge the death of her charges by taking the spirits of the living as penance - will you be her next victim?

• Terror of the Towers. The first incarnation of this long-running annual scare maze was introduced in 2002, and was located in the Towers ruins themselves. Many scenes from the original maze are still used. Visitors walked through the long, winding corridors of the Towers, through themed scenes while being pursued by live actors. The finale featured a winding pathway around actors behind fences, who lunged towards visitors, accompanied with heavy strobe effects. For 2003 it was restructured and given the tagline and theme "Bloodfest Banquet".
• "TH13TEEN: After Dark" has an enhanced queue line for Alton Towers' newest roller coaster, using fog and lighting effects as well as live actors. This attraction did not return for 2012.
• Terror of the Towers – Bloodfest Banquet was a new version of the Terror of the Towers scare maze, running from 2003 to 2008.[56] It retained much of the original version, but featured new scenes that included scripted dialogue from the several characters, and a new storyline was added. The strobe maze finale was moved to another point in the maze and replaced by a new ending, in which visitors become trapped in a small room with cages on every side, as actors reach for them through the metal bars for almost a minute. Every year, Terror of the Towers kept changing slightly with revised scenes and new scares.[57] However, for the 2009 Scarefest event, Terror of the Towers was once again completely rethought, with the tagline "What Lies Within". The new incarnation drops the scripted scenes and characters; meaning it is similar to the original Terror of Towers of 2002. The whole layout for the maze was also reversed, with what was previously the entrance becoming the exit.
• Room 13 was first introduced in 2006 and was located in the conference room of the Alton Towers Hotel.[58] It was only available to guests of the hotel, who were led around the maze as many live actors appeared to scare them. Room 13 had positive reviews and returned in 2007, but was replaced by The Boiler House in 2008.
• Field of 1000 Screams was first introduced in the 2007 Scarefest event and was the first maze at Alton Towers not situated inside a pre-existing building.[59] The Field was located entirely outdoors in a moderately sized field of maize, which had to be planted especially for the event several months earlier. It purported to be a fictional village called Altonville that had become overrun by zombies. Visitors walked down a long pathway cut through the corn, and encountered characters and scares along the way, before the finale took place. The Field of 1000 Screams did not return for the 2010 event.
• Haunted Hollow Live was first seen in 2007 and consisted of several sinister, costumed actors performing along the Haunted Hollow walkway in Gloomy Wood. The attraction was similar to Duel Live, which was introduced the year later. Haunted Hollow Live returned for the 2008 Scarefest event, but was cancelled for 2009.
• Duel Live was first introduced in the 2008 Scarefest event. Throughout this period, the park's haunted house dark ride, Duel, became host to this attraction, which included live actors situated around the ride circuit. Duel was available to ride normally until 12 pm, when the laser guns and LED targets were switched and the actors took their positions. This was changed in 2009, when Duel Live took place throughout the whole day and many more actors than the previous year were present. Duel Live was aimed at the family audience, and included such features as new music playing throughout the ride (instead of the usual Duel theme music), as well as a butler or maid who would welcome you inside the house. The attraction was changed slightly for the 2010 season and featured the park's Scarefest mascots.
• Skelvin's Haunted Adventure was a newer version of Duel Live, introduced in 2010, and took over Duel – The Haunted House Strikes Back! throughout Scarefest. As in previous years, the attraction included live actors situated at different points around the ride. The laser guns and LED targets were switched off during this time. The ride featured the Scarefest mascots, notably the character of "Skelvin".
• The Boiler House was a scare maze first introduced in 2008, and was situated next to the Alton Towers Hotel. Originally, the scare maze was set in an abandoned industrial facility and featured live actors in make up. This was changed in 2009, when a new storyline was added. The scare maze later featured the fictional "Hamble Twins" serial killers hiding in the industrial building, and visitors have to escape them as they are chased through the scenes. Visitors queued outside, past a van labelled "Alton News 24", from which television screens play news reports on the activity of the serial killers. Guests then walk through a covered walkway, which hides the marquee that the maze is contained in from view. Once inside, a man appears and warns guests about the dangers of coming inside. The murderers then appear and kill him, before chasing visitors away. Each of the Twins are played by two different actors wearing the same grotesque, latex mask. They appear at different points in the maze, creating the illusion that one character is in several places at once. Dim lighting and scent effects are heavily used. For the 2011 Scarefest, The Boiler House moved along with the Carnival of Screams to the X Sector, where they both shared the old Black Hole tent. After three years it did not return for the 2012 season.
• Carnival of Screams was a scare maze that debuted for the 2010 Scarefest event. During its debut it shared the same temporary building as the Boiler House. John Wardley contributed to the development of Carnival of Screams, which was entered through a large clown face with horrific features. For 2011 it and the Boiler House were relocated to the X-Sector area. The maze is a mixture of humor and serious scares, and the music used is the former Toy Land Tours attraction theme music warped for dramatic effect. From 2012 onwards, the attraction was situated opposite the hospitality suite, with the exit inside the Goal Striker unit. In 2013 and its final incarnation, the maze gained a theatrical ending involving a knife thrower.
• The Sanctuary was new for the 2012 Scarefest event and returned in 2013 and 2014. The attraction was set in a research facility operated by "The Ministry of Joy". Alton Towers released the following description at the time: "Lost your Smile? Then check yourself in for a refreshing check up at The Sanctuary. After being closed for new patients for almost 50 years The Sanctuary, The Ministry of Joy’s earliest establishment, is now holding important trials searching for 'Advocates' for its 2013 project." It was revealed to be part of marketing for The Smiler roller coaster, which opened in 2013.[60]
• Scary Tales Scare Zone was a walk through scare zone that ran for the 2014 event. The attraction setting revolved around fairy tale stories that were rewritten in a nightmarish manner.
• The Haunting of Molly Crowe, a multi-sensory maze set in the Towers ruins. The maze was based on the old and abandoned house of Molly Crowe, who was last seen engulfed in flames in the cellar of her house, emitting a scream of non-human origin. This ran for the 2015 event.
• Nox:Infernus Scare Zone, a scare zone which ran for the 2015 event, set in the Dark Forest. The underworld rises again - Will you join the Cult or face the end of the world as we know it?
• Dark Apocalypse Scare Zone, a scare zone which was first introduced for the 2015 event and returning in 2016. A deadly virus has spread across Forbidden Valley. The infected show signs of highly aggressive behavior and rapid physical decomposition. Phalanx control has quarantined the area however, a recent security breach has questioned their ability to contain the virus and keep society safe.
• Terror of the Towers – What Lies Within, the signature maze situated inside the Towers themselves, first introduced in 2002. A new format was introduced in the 2009 Scarefest event, along with the new tagline "What Lies Within" replacing "Bloodfest Banquet". Visitors queue outside in Her Ladyship's Gardens, and the attraction itself starts in the derelict Conservatories. Batches of guests watch a short video showing two men exploring the Towers for ghosts. The video then cuts short, and guests enter the Towers to find the men. At certain points in the maze, the bodies of the two men are each seen hanging from a noose. Visitors become lost in the lengthy corridors and themed scenes in the Towers, with live actors pursuing them in every room. The finale to the attraction is a maze-like walkway that winds around actors in cages, with strobe effects.

For the last days of the season, Alton Towers host firework Shows, these have been running annually since the 1990s on the Great Lawns. The displays were considered disruptive by some local residents, which led to formal complaints. Two local residents decided to take the theme park to court regarding this issue. The court issued Alton Towers with a noise abatement order in October 2005 which restricted the theme park to three shows a year, previously five, with noise readings not exceeding 40 decibels outside the park.[61] In 2006, the display was rebranded as Electric Towers, but then discontinued. However, the fireworks and laser show was reinstated in 2010 to celebrate the 30th anniversary of the theme park and has returned to being an annual event.

During the closed season months Alton Towers holds regular Pirate & Princess Weekends. The event entails decorations, and themed activities for children in the Hotels and the waterpark. The theme park's Sharkbait Reef aquarium also opens for the event.

During December, the Santa's Sleepover event takes place. Both resort hotels are decorated for the event and a pantomime takes place. The Alton Towers Theme Park also opens for Christmas with a small number of rides open as well as a Santa's Grotto. The event is largely aimed at children. In 2015, the theme park permitted entry to non-hotel guests for the first time however the event reverted to hotel guests only in 2016. Festive Breaks continue from 27 December 2018 to 6 January 2019 with a similar lineup to the Santa's Sleepovers.

Since 2015 Alton Towers have opened the park for a Services Day; a day where a limited quantity of discounted tickets (fewer than on a usual season day) are sold to those who work in public services[62] such as the Police, NHS, Fire brigade, Prison service, Army, RAF, Royal Navy and other similar services. Services Day is usually held approximately two weeks prior to the start of the new season, which usually begins mid-March. Due to the success of the 2015, '16 and '17 Services Days, a two-day weekend of Services Days was planned for 3 and 4 March 2018, however this was postponed to 11 March due to weather conditions. Another two-day event took place on 16–17 March 2019. Services Days are open to holders of a Blue Light Card or a Defence Discount Service Card.[62]

In June 2015, sixteen people were injured on The Smiler ride, with two individuals requiring leg amputations. Merlin Entertainments originally released a press release blaming the crash on "human error."[63][64] The Health & Safety Executive (HSE) concluded the crash occurred because "Merlin failed to put in place systems that allowed their engineers to work safely on the ride while it was running".[65] During the subsequent court case, Merlin retracted their statement and pleaded guilty to a breach of health and safety law. The company was fined £5 million, with the court citing a "catalogue of errors" with Merlin's operating procedure and training.[66][67]

In June 2017, Alton Towers estate owner Nick Leslau repeated the discredited claim that the crash was due to "a human error", but added that "Merlin has paid a massive price, but the performance of the business has been exemplary and the share price is now at an all-time high."[68]

On 30 June 2004, due to a strong gust of wind, the Sky Ride cables became caught, jamming the ride. About 80 people were on the ride, and nine people had to be rescued by being abseiled down 200 foot (61 m) cables.[69]

During the 2007 Scarefest season, a fire broke out in the Forbidden Valley section of the park due to a halogen lamp that damaged the roof and mechanics of the ride. The damage was reparable and had to be closed for six months before reopening midway through the 2008 season. Nobody was harmed.[40]

Another fire happened to the ride this time in the Cloud Cuckoo Land station in the 2009 season, due to a faulty vending machine, on 21 July 2009. The fire completely destroyed the whole station. Over the following season, the station was rebuilt, ready for the 2010 season.

On 20 July 2006, when the train was entering the tunnel section of its course, two carriages uncoupled, with the front half of the train continuing up the slope while the rear half remained stuck in the tunnel. The front half failed to make it over the hill, rolled back and crashed into the rear half which had remained stuck in the tunnel. Six people were taken to hospital and 23 others were treated for cuts and bruises. Following the incident the Runaway Mine Train was closed for the rest of the season. The train was only returned to full length operation in June the following year.[70]