'I'm an Alton Towers rollercoaster expert and people always make one mistake on rides'

The mastermind behind Alton Towers Resort attractions including Nemesis Reborn and Toxicator has shared the one mistake that could ruin yourtheme park experience.

Few people better understand how to get the very best out of a theme park than John Burton. The attraction whizz has enjoyed a glittering career that has seen him create immersive experiences including Nemesis Reborn, Toxicator, The Curse at Alton Manor and many other of the best known rides at the park.

As the school summer holidays get underway, John has shared some tips for those planning a theme park trip.

“The one thing you should never do is close your eyes. By doing that you’re missing half the experience - all the incredible theming, the storytelling, and the artistry that is built into every ride," he said.

“People think it helps calm their nerves, but it actually makes the whole experience worse. You lose all visual context, your brain can’t process what’s coming, which amplifies the fear.”

John, whose official title is senior creative lead at Merlin Magic Making, was recently crowned Alumnus of the Year by Birmingham City University for his contribution to thrillseeking. He is the brains behind Alton Tower’s latest attraction for 2025 - Toxicator.

The only topspin ride of its kind in the UK, its extreme spin patterns exert centrifugal forces on those brave enough to ride it. He says there’s a science - and an art - to getting the best thrills. And he credits his success with his focus on storytelling.

He explained: “The rides at Alton Towers are a magical combination of engineering and storytelling to create truly immersive worlds. So look up. Look around. Let yourself feel it. Rides and rollercoasters are about surrendering to the moment - and the more you engage, the more thrilling it gets.”

John, who recalls being too scared to ride rollercoasters as a child, says there is one key hack to avoid the queues at Alton Towers Resort - which is offering families an extra day of fun for free this summer.

The deal includes an overnight stay at the resort, full entry to the theme park, plus a completely free second day of thrills, giving guests the chance to double the adventure and make twice the memories.

He explained: “It’s the classic mistake. Everyone piles into the first big-name coaster near the entrance. Go to the rides at the back of the park first - you’ll beat the queues and get more rides in.”

And he says fighter pilots can teach all of us a lesson on how to get the best out of a rollercoaster.

“On high-G rides like Nemesis Reborn, to prevent light-headedness, try tensing your calves and core like a fighter pilot to reduce blackout sensations - and remember to keep breathing," John added.

“On coasters like Wicker Man, sit at the back for stronger airtime and a more intense pull over the hills. For cinematic rides like Nemesis Reborn, go front row to get the full view and immersive story.”

John’s top five Alton Towers ride hacks

• Nemesis Reborn: Head for the front row: With no seats in front of you - you will be face to face with the incredible visuals.
• Smiler: Keep your eyes open: With 14 loops in total keeping your eyes open helps your body stay oriented.
• Wicker Man: Head for the back row: You’ll be pulled over drops faster for maximum airtime.
• Toxicator: Choose wisely: If you want more backwards flips - sit on the side facing Nemesis Sub-Terra - but if you want more forward flips - face Galactica.
• Oblivion: Choose wisely: The back row gives you more airtime and the feeling of tipping over. The front row is a straight dive down into the black hole.