Published on 31st January 2023

Cheltenham observation wheel in Imperial square with Holst statue to front of image.

Visitors will soon be able to experience ‘wheely’ wonderful birds-eye views over Cheltenham when the Observation Wheel returns this week to Imperial Gardens.

Opening on Saturday 4 February and running through to the end of the half term holidays, Sunday 26 February, the attraction will provide locals and visitors with the opportunity to enjoy views of the most complete Regency town in the UK, and enjoy personal appearances by a few famous TV characters too.

To celebrate the launch of the wheel on Saturday 4 February, Chase and Marshall from PAW Patrol will be greeting their young fans at intervals between 12.15pm and 4.30pm.

Saturday 18 February, Paddington will make personal appearances at intervals between 12.15pm and 4.30pm.

Both character appearances promise to be unmissable occasions for families, with opportunities to take photos.

To celebrate Valentines a heart arch light installation will be on display in Imperial Gardens, 10 – 20 February, providing couples with the perfect Instagram selfie spot to capture before taking a romantic ride on the wheel. 

The entertainment and Cheltenham Observation Wheel has been organised by Cheltenham Business Improvement District (BID) and follows the success of a similar event in previous years.  Heath Gunter, Chief Executive of Cheltenham BID said: "We are thrilled to see the return of the Cheltenham Observation Wheel, after a couple of years’ absence. This highly-anticipated event is sure to be a spectacular and enjoyable experience for families and visitors of all ages. Visitors will be treated to breath taking views of our picturesque town while riding the observation wheel, and it will provide a unique and memorable experience for everyone who visits. Additionally, we have planned some pop-up events to add to the entertainment during the wheel's stay in the town."

Character appearances are free. Tickets for the wheel can be booked here.

Adult ticket £7, child under 1.4m £5 and a family ticket (2 adults + 2 children or 1 adult + 3 children under 1.4m) £20.

A small fairground ride will also be operating in Imperial Gardens during the weekends and half term week and Thomas Trilby will be providing street entertainment in the gardens 11 February afternoon.

For media enquiries please contact Marketing Cheltenham, email 


The Observation wheel will be built from 1-3 February.

Images of the Observation Wheel in Cheltenham from previous years –

Please credit images to Visit Cheltenham and Cheltenham BID

About Marketing Cheltenham

Marketing Cheltenham is the Destination Marketing Organisation for Cheltenham, operating as a division of Cheltenham Borough Council.  The organisation is responsible for growing Cheltenham’s visitor economy, encouraging visitors to the town via and associated social channels, to get them to stay longer and support the local tourism, hospitality and leisure businesses. This, in turn, will support economic growth – new jobs, business creation – and culture for the continued benefit of local people.

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About Cheltenham Business Improvement District

A BID is a business-led and business-funded body set up to improve a defined area, with the money raised being spent on a range of projects. Cheltenham BID has pledged to deliver improvements in five key areas: marketing and promotion, town centre events, parking and accessibility, business support and public realm improvements.

Cheltenham BID, First Floor, Isbourne House, 3 Wolseley Terrace, Oriel Road, Cheltenham GL50 1TH

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