Brighton's Iconic Palace Pier Up for Sale Amid Economic Challenges
Published 2 January 2026
Highlights
- Brighton's historic Palace Pier is up for sale amid declining tourism and rising operational costs.
- The Brighton Pier Group aims to finalize the sale by summer, with interest expected from both UK and international buyers.
- Visitor numbers have dropped, with a 4% decline in like-for-like sales in 2024, contributing to financial challenges.
- An admission fee for non-residents was introduced to offset revenue losses, doubling to £2 in March 2025.
- The sale is part of a broader strategy to divest leisure assets and return capital to shareholders.
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Rewritten Article
Brighton's Iconic Palace Pier Up for Sale Amid Economic Challenges
Brighton's renowned Palace Pier, a staple of the city's skyline and a beloved historic landmark, has been put on the market by the Brighton Pier Group (BPG). This decision comes as the group grapples with declining tourism and escalating costs, which have significantly impacted the pier's profitability.
A Piece of History on the Market
The 126-year-old Grade II-listed pier, which has featured in films like "Brighton Rock" and "Quadrophenia," is being sold with hopes of finding a new owner by summer. Anne Ackord, CEO of BPG, emphasized the opportunity for buyers to become part of the pier's storied history, describing it as a "national treasure" and a "Brighton treasure."
Economic Pressures and Declining Visitor Numbers
Despite attracting over 4 million visitors annually, the pier has faced financial difficulties. A 4% drop in like-for-like sales in 2024, attributed to poor summer weather and a decline in tourism, has compounded the challenges. Rising operational costs, which have surged by 50% in recent years, have further strained the pier's finances. In response, BPG introduced a £1 admission fee for non-residents in 2024, which was doubled to £2 in March 2025 to help mitigate revenue losses.
Strategic Sale and Future Prospects
The sale of the pier is part of BPG's broader strategy to divest its leisure assets and return capital to shareholders. The company, chaired by Luke Johnson, former boss of Patisserie Valerie and Pizza Express, has appointed Knight Frank to manage the sale. Ackord expressed optimism about attracting interest from both domestic and international buyers, highlighting the pier's potential as a profitable, stand-alone business.
Broader Asset Divestment
In addition to the pier, BPG is actively marketing its theme park, Lightwater Valley, in North Yorkshire for £3 million. The company has been navigating an "extremely challenging trading environment," exacerbated by cost-of-living pressures that have led consumers to cut back on spending.
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Scenario Analysis
The sale of Brighton's Palace Pier could usher in a new era for the iconic structure, depending on the vision and investment of its future owners. If a buyer is secured by summer, as BPG hopes, the pier could see revitalization efforts that enhance its appeal and profitability. However, the broader economic challenges facing the UK leisure industry, including fluctuating tourism numbers and rising costs, may continue to pose risks. Experts suggest that strategic investments in marketing and infrastructure could help stabilize visitor numbers and boost revenue, ensuring the pier remains a vibrant part of Brighton's cultural and economic landscape.
Brighton's renowned Palace Pier, a staple of the city's skyline and a beloved historic landmark, has been put on the market by the Brighton Pier Group (BPG). This decision comes as the group grapples with declining tourism and escalating costs, which have significantly impacted the pier's profitability.
A Piece of History on the Market
The 126-year-old Grade II-listed pier, which has featured in films like "Brighton Rock" and "Quadrophenia," is being sold with hopes of finding a new owner by summer. Anne Ackord, CEO of BPG, emphasized the opportunity for buyers to become part of the pier's storied history, describing it as a "national treasure" and a "Brighton treasure."
Economic Pressures and Declining Visitor Numbers
Despite attracting over 4 million visitors annually, the pier has faced financial difficulties. A 4% drop in like-for-like sales in 2024, attributed to poor summer weather and a decline in tourism, has compounded the challenges. Rising operational costs, which have surged by 50% in recent years, have further strained the pier's finances. In response, BPG introduced a £1 admission fee for non-residents in 2024, which was doubled to £2 in March 2025 to help mitigate revenue losses.
Strategic Sale and Future Prospects
The sale of the pier is part of BPG's broader strategy to divest its leisure assets and return capital to shareholders. The company, chaired by Luke Johnson, former boss of Patisserie Valerie and Pizza Express, has appointed Knight Frank to manage the sale. Ackord expressed optimism about attracting interest from both domestic and international buyers, highlighting the pier's potential as a profitable, stand-alone business.
Broader Asset Divestment
In addition to the pier, BPG is actively marketing its theme park, Lightwater Valley, in North Yorkshire for £3 million. The company has been navigating an "extremely challenging trading environment," exacerbated by cost-of-living pressures that have led consumers to cut back on spending.
What this might mean
The sale of Brighton's Palace Pier could usher in a new era for the iconic structure, depending on the vision and investment of its future owners. If a buyer is secured by summer, as BPG hopes, the pier could see revitalization efforts that enhance its appeal and profitability. However, the broader economic challenges facing the UK leisure industry, including fluctuating tourism numbers and rising costs, may continue to pose risks. Experts suggest that strategic investments in marketing and infrastructure could help stabilize visitor numbers and boost revenue, ensuring the pier remains a vibrant part of Brighton's cultural and economic landscape.
