Famous 100-year-old pier dubbed a ‘national treasure’ goes up for sale amid plunging tourist numbers
ONE of the UK’s most iconic piers is up for sale, and new owners could be in place as early as the summer.
The 126-year-old structure is on the market following “difficult” years caused by bad weather, rising costs and falling footfall.
Brighton’s Grade II* listed Palace Pier has been put up for sale by the Brighton Pier Group, who said the decision to sell was taken to secure the best possible value for shareholders.
A Grade II* listed building designation means the property is a “particularly important building of more than special interest”, elevating its status above that of a standard Grade II listing.
The company previously described 2023 and 2024 as “difficult” years for business, citing bad weather, a fall in visitor numbers to Brighton, and overall costs rising by “about 50 per cent”.
The group’s CEO Anne Ackord said: “The pier is an integral part of Brighton and I know the local council and residents appreciate that.”
read more on brighton pier
She added: “Of course there is an element of sadness. It has been a difficult decision but we have shareholders and we have decided that our duty is to them.
“It’s not just a national treasure, but a Brighton treasure as well. You are buying a piece of history.”
Ms Ackord also remarked that any buyer “would want to be in situ by the summer”, indicating that the sale could be finalised before the busy holiday season starts.
While the price has not been publicly disclosed, she said interested buyers would need “many millions” to purchase the pier.
In 2016, the Brighton Pier Group purchased the landmark, which opened in May 1989, for £18million.
But in November 2025, the group confirmed it was considering selling the 1,772ft (540m) pier after like-for-like sales fell by four per cent in 2024, in comparison to 2023.
In response to declining revenue, an admission fee of £1 for non-residents was introduced in 2024, before being doubled to £2 in March of the same year.
