Every March, the Cheltenham Festival transforms the elegant spa town of Cheltenham in Gloucestershire into one of the most vibrant event tourism destinations in the United Kingdom. For four days, visitors from across Britain, Ireland, and beyond converge on the Cotswolds to experience a unique blend of elite sport, cultural tradition, social celebration, and leisure travel. From a tourism perspective, the Festival is far more than a horse racing meeting; it is a hallmark event that showcases how sport, heritage, and place identity combine to drive destination appeal and economic regeneration.
1.0 Historical Roots and the Growth of Event Tourism
The origins of the Cheltenham Festival lie in the nineteenth century, a period when many rural leisure practices in Britain became formalised and commercialised (Harvey, 2013). Early National Hunt meetings in the Cotswolds were closely tied to the region’s agricultural calendar and local social life. Over time, these gatherings evolved into structured sporting events that attracted visitors from outside the immediate area.
The establishment of the National Hunt Meeting at Prestbury Park in 1911 marked a decisive moment in Cheltenham’s development as a visitor destination. As Vamplew (1998) notes, horse racing played a central role in the rise of Britain’s commercial leisure and tourism economy, linking gambling, travel, accommodation, and entertainment. By the mid-twentieth century, flagship races such as the Cheltenham Gold Cup had elevated the Festival to national and international prominence (Oakley, 2017).
From a tourism studies perspective, this evolution mirrors the transition from localised sport to destination-based event tourism, where visitors travel specifically to experience a time-bound spectacle (Getz, 2008).
2.0 The Festival as a Visitor Experience
Today, the Cheltenham Festival features 28 races across four days, creating a carefully curated visitor experience that extends well beyond the racecourse. For tourists, the appeal lies not only in sporting excellence, but also in the atmosphere, social interaction, and sense of occasion.
Championship races such as the Champion Hurdle, Queen Mother Champion Chase, and Gold Cup provide focal points for daily attendance, while ancillary activities—fashion, dining, socialising, and betting—enhance the overall holiday experience. According to McManus, Albrecht and Graham (2012), modern racing events operate as multi-layered leisure products, combining sport with hospitality and lifestyle consumption.
Legendary horses such as Arkle, Kauto Star, and Best Mate have contributed to Cheltenham’s tourism appeal by creating enduring narratives that encourage repeat visitation. As Dashper and Fletcher (2013) suggest, emotional storytelling in sport helps convert spectators into loyal visitors, reinforcing the Festival’s long-term tourism value.
3.0 Culture, Ritual and Place Identity
Cheltenham is frequently described as a “racing pilgrimage”, particularly for Irish visitors, who form a significant proportion of inbound tourists each year. Fox (2017) argues that racing audiences represent a distinctive leisure subculture, bound together by shared rituals, language, and traditions. These cultural elements enhance the authenticity of the visitor experience.
One of the most powerful symbolic moments for tourists is the famous Cheltenham roar, which greets the opening race on the first day. From a tourism sociology perspective, this collective expression of excitement fosters a strong sense of belonging and emotional immersion, key drivers of memorable travel experiences.
Georgiou (2017) frames such events as modern carnivalesque festivals, where everyday routines are temporarily suspended. For visitors, Cheltenham offers an opportunity to step outside normal life, embracing celebration, spectacle, and social freedom—qualities increasingly valued in contemporary short-break tourism.
4.0 Economic Impact and Destination Development
The Cheltenham Festival plays a crucial role in the local and regional tourism economy. Each year, it generates tens of millions of pounds through accommodation bookings, restaurants, transport services, retail spending, and temporary employment. Hotels across Gloucestershire and neighbouring counties often reach full occupancy months in advance.
Miller and Ritchie’s (2003) analysis of tourism vulnerability highlights Cheltenham as a prime example of how major events can underpin rural and small-town economies, particularly outside peak summer seasons. The Festival effectively extends the tourism calendar, supporting year-round destination sustainability.
In a globalised leisure market, Cheltenham competes with international sporting events for visitors’ time and money. Its success lies in balancing heritage authenticity with modern infrastructure, media coverage, and sponsorship (McManus et al., 2012). This balance reinforces Cheltenham’s position as a premium sports tourism destination.
5.0 Ethics, Welfare and Responsible Tourism
In recent years, visitor expectations have increasingly focused on ethical and responsible tourism practices. The Cheltenham Festival has become part of wider debates about animal welfare and sustainability in sport, issues that influence destination reputation.
Research in veterinary science and sports sociology stresses the importance of continuous improvements in course safety, training regimes, and medical provision (Williams, Heath & Mata, 2013; Crossman & Walsh, 2011). The British Horseracing Authority emphasises welfare regulation as essential to maintaining public confidence and long-term tourism viability (BHA, 2024).
From a tourism perspective, these measures are critical. As Ruse (2017) observes, sporting events that fail to align with contemporary social values risk losing their social licence to operate. Cheltenham’s proactive engagement with welfare concerns supports its image as a responsible and future-focused destination.
6.0 Cheltenham’s Enduring Tourism Appeal
What ultimately explains the Cheltenham Festival’s enduring success is its ability to integrate sport, culture, heritage, and hospitality into a single, compelling visitor experience. It attracts a diverse audience: dedicated racing fans, casual spectators, social tourists, and international visitors seeking an authentic British festival.
Horspool (2023) argues that sport has played a defining role in shaping British identity and leisure culture. The Cheltenham Festival exemplifies this legacy while functioning as a modern tourism product—one that connects place, memory, and experience.
For the tourism industry, Cheltenham represents a powerful case study in how hallmark sporting events can enhance destination image, stimulate economic growth, and foster repeat visitation. Each March, the town becomes not just a racing venue, but a living showcase of Britain’s capacity to turn tradition into a world-class tourism experience.
References
Dashper, K. & Fletcher, T. (2013) ‘Like a Hawk among House Sparrows’: Kauto Star, a steeplechasing legend. Sport in History, 33(4), pp. 555–573.
Fox, K. (2017) The Racing Tribe: Portrait of a British Subculture. London: Routledge.
Georgiou, D. (2017) Redefining the carnivalesque: ritual and spectacle in British leisure. In: Sport’s Relationship with Other Leisure Industries. London: Routledge.
Getz, D. (2008) Event tourism: Definition, evolution, and research. Tourism Management, 29(3), pp. 403–428.
Harvey, M.A. (2013) The Beginnings of a Commercial Sporting Culture in Britain, 1793–1850. Farnham: Ashgate.
Horspool, D. (2023) More Than a Game: How Sport Made Britain. London: Hachette.
McManus, P., Albrecht, G. & Graham, R. (2012) The Global Horseracing Industry. London: Routledge.
Miller, G.A. & Ritchie, B.W. (2003) A farming crisis or a tourism disaster? Current Issues in Tourism, 6(2), pp. 150–171.
Oakley, R. (2017) Sixty Years of Jump Racing: From Arkle to McCoy. London: Racing Post.
Ruse, K.A. (2017) Horses and Human Values. Hobart: University of Tasmania.
Vamplew, W. (1998) Facts and artefacts: sports historians and museums. Journal of Sport History, 25(2), pp. 268–282.
Williams, J., Heath, Y. & Mata, F. (2013) Beating the odds: epidemiology and the Cheltenham Gold Cup. The Veterinary Nurse, 4(1), pp. 48–52.
British Horseracing Authority (2024) Equine Welfare in British Racing. Available at: https://www.britishhorseracing.com.
Encyclopaedia Britannica (2024) Cheltenham Festival. Available at: https://www.britannica.com.
