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Drayton Manor received more than 1.2 million visitors during its 2011 season, making it the most successful year for the theme park in more than 60 years.

Attendance at the park was boosted by the debut of the Ben 10: Ultimate Mission roller coaster, as well as the new Drayton Manor Hotel. The numbers mark a 10 percent improvement over the 2010 season.

The Birmingham Mail quotes Drayton Manor's Managing Director Colin Bryan as saying "The hotel has transformed Drayton Manor from a regional theme park into a national and international theme park". A total of 14,000 guests have stayed at the hotel since its opening day on August 15, 2011.

The park has also pointed to the ongoing popularity of its Thomas Land area, which is aimed at younger visitors. This continues to operate outside of the regular season, including during the Magical Christmas events. The Drayton Manor Hotel is aiming to further exploit the Thomas & Friends license, with families able to book rooms themed around the characters.


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