PARK HOLIDAYS UK has unveiled plans for a major investment across its parks in 2026, raising the quality bar to “its highest level yet” according to a group spokesperson.
New swimming pools will feature among the multi-million pound splash, along with leisure centres, spas, entertainment venues, bars, restaurants and children’s activities.
The company, with a portfolio of more than 50 parks, says the move will consolidate its position as Britain’s leader in providing high quality experiences for guests.
The announcement follows a year which saw Park Holidays UK welcome a booming number of customers and holiday home buyers at its centres in England, Scotland and Wales.
With this figure predicted to rise again in 2026, the group says the new investment will help swell the contribution of its parks to regional economies, and create new job opportunities.
Brad May, Chief Marketing Officer at Park Holidays UK, said that the vast majority of guests last year were repeat visitors or coming as a result of a personal recommendation:
“Our aim is to deliver unique and exciting holiday experiences, and one way to achieve this is to continually broaden the range of attractions and facilities on offer at our parks.
“We are also conscious that families associate us with affordable and fun-packed stays, so our traditional great value pricing policy will remain firmly in place,” said Brad.
Among the projects on the drawing board for 2026 is a new indoor pool and leisure complex with a bar, restaurant and children’s playground at Pakefield Holiday Park in the Norfolk Broads.
There’s also a new swimming pool coming at Malvern View Holiday Park in Herefordshire, along with a new gymnasium featuring state-of-the-art exercise equipment.
Meanwhile, visitors to Bowland Fell Holiday Park near Skipton will also benefit from a new swimming pool at the 130-acre site on the edge of the Yorkshire Dales.
These and other parks in the group will additionally have new children’s activities introduced, plus new and upgraded facilities for the staging of professional family-friendly entertainment.
Parks will also see new restaurants and bars taking shape, many with the spotlight on al-fresco dining and drinking where guests can enjoy all-day outside drinks and food service.
Substantial investments last year in in its parks helped win Park Holidays UK Gold accolades in the 2025 British Travel Awards, and a Gold Trusted Service Award from leading review platform Feefo.
Investors in People also awarded the company its prestigious Gold accreditation for workplace standards in 2025, highlighting the group’s commitment to developing a culture of customer care.
Park Holidays UK currently employs around 2,900 people during the peak season, largely in rural and coastal areas, and provides training for those seeking a career in hospitality.
“We are already receiving many advance holiday bookings for 2026 throughout the group, and are looking forward to celebrating our new developments with guests,” said Brad May.
There is more information about parks in membership of Park Holidays UK and the group’s planned investments at www.ParkHolidays.com