Pleasure Beach Resort has announced a major update to its ticket offer, with the Blackpool park now offering afternoon-only tickets for the first time.

The initiative means that visitors will be able to purchase discounted eTickets from 1.30pm, with the price continuing to drop until 3.30pm.

“Most attractions don’t offer partial tickets, but it’s so important to adapt to changing consumer habits,” said CEO Amanda Thompson. “Sometimes people want to visit later in the day and we wanted to provide the flexibility to allow them to do that.

“We introduced our new ticketing system to offer great value afternoons and lower price options for people visiting us later in the day. We hope the people of Blackpool and visitors to the town can take advantage of this new innovation.”

A full day ticket will remain at £50 for adults, however those arriving at the park in the afternoon could secure access for £34, allowing six and a half hours of access on the selected days that the park remains open until 10pm.

According to the Pleasure Beach, it is one of the first UK parks to offer the half-day ticket, with competitors Alton Towers, Drayton Manor and Thorpe Park and Drayton Manor only selling full-day tickets.