Parking in the Town Centre East council-run car park will be free of charge during Cheltenham Festival race week.

The ‘Pop to Cheltenham’ initiative is designed in partnership with Cheltenham BID and Cheltenham Chamber of Commerce to encourage local shoppers to visit the town centre during Cheltenham Festival, providing support to local retailers and businesses.

Tuesday 10 to Friday 13 March 2026
for customers parking from 12pm until 8pm

🧐 "Town Centre East Car Park" is also known a Lidl Car Park and around the back of Iceland 

"While the racecourse buzzes with excitement, the rest of the town is quiet outside of peak arrival and departure times. Shops, cafés and services remain open, accessible and ready to greet locals. Residents are reassured that the town is still very much theirs and can plan visits with confidence thanks to the free parking offer" Cheltenham Borough Council