This adrenalin-inducing event that celebrates the Resort’s major rollercoasters is returning to the Resort in 2023, but prepare yourself to get marmalised as The Smiler takes over the event in order to make sure everything is corrected for its 10th anniversary year!

Key Information

Dates: 17th April – 7th May 2023

From 11am each day of the event, there is a running programme of entertainment in X-Sector, in the vicinity of The Smiler, presented by the Ministry of Joy and their various associates:

Meet the Ministry

Located: At the top of X-Sector, in front of Just Chicken
Show Times: 11:15, 12:15, 13:15, 14:15, 15:15

Meet the personnel behind each of the Marmaliser’s mind manipulations in this show that features contortion, balloon-modelling and magic!

The Fear Test

Located: At the bottom of X-Sector, in front of the Donut Factory
Show Times: 11:00, 12:00, 13:00, 14:00, 15:00

Take a seat as the Ministry of Joy test the ‘formulation of fear’ to identify the truly joyful, marmalised thrillseekers amongst guests! Get set to find out if you belong to The Smiler…

A Celebration of Happiness

Located: At the bottom of X-Sector, opposite Spinjam
Show Times: 11:45, 12:45, 13:45, 14:45, 15:45

It’s the annual office gathering at the Ministry of Joy, the secret organisation behind The Smiler. Take your tie off and put your grin on as you meet your Ministry of Joy colleague – happy host, Felix E. Lated – in their flamboyant attire for a series of joyful singalongs.

As you venture around the theme park during Festival of Thrills, you’ll see a selection of theming pieces in the classic colours of The Smiler – yellow and black. From a Ministry of Joy testing station in Dark Forest to a floating astronaut near Galactica, along with an ominous looking machine near Wicker Man, there can be no doubt that The Smiler and the Ministry of Joy have taken over with their bizarre apparatus! Other additions include signage and stickers, along with event-specific audio announcements from the Ministry of Joy.

Outside the entrances to each of the Resort’s major roller coasters, as well as just after the turnstiles at the top of Towers Street, sit ‘Stamp and Win’ boxes. These offer visitors the opportunity to win an overnight stay at Alton Towers. To enter the competition you first take a card from one of the boxes and visit the stamper at each coaster to collect all six stamps. Once you have completed the stamp card, you post an image of your card on social media using #FestivalOfThrills in order to enter the competition.