FLAMINGO Land has seen pre-tax profits drop after ramping up expenditure by more than 50 per cent as part of a drive to reposition the park in the holiday market.

The Kirby Misperton theme park and zoo saw pre-tax profits fall from £2.25m to just over £1m in its latest accounts.

The drop was attributed to an increase in capital expenditure of more than £1.5m to £4.36m in the financial year as the park looks to grow its destination appeal amid an expanding domestic holiday market. The latest accounts, filed for the year ending March 31, 2016, showed the attraction was also hit by almost a 2.5 per cent fall in turnover, down from £25.4m to £24.8m.

However, the directors claim a “slight realignment” in turnover was always a possibility after reporting an “exceptional rise” in revenues of 12.7 per cent in 2015, with the “vagaries of the unpredictable British climate” blamed for fluctuating figures.

Bosses say figures for the current financial year are now back on track as investment in Flamingo Land’s holiday village has started to reap rewards.

During the last financial year, the business invested £1.9m into its holiday village offering. Investments included the development of a new Umbrella Bar and a new swimming pool, gym and spa complex.

Gordon Gibb, chief executive of Flamingo Land, said: “Where ever we can we increase our spending so the park is a better place to come and stay.

“We have improved the standard of our static caravans, and the layout of the holiday village and its infrastructure.

“The holiday village continues to grow from strength to strength as a result of the increase in domestic holidays.

“We are seeing huge growth in that area, especially in the current year we are operating in.”

“We are also in the process of converting all our existing building stock into holiday lets, creating a new and very different style of holiday homes, over and above the caravans and cabins.

“We have seen an increase in turnover this current year and holidays are responsible for that.

“The resort message has got through and we are starting to see the benefit of that as we are perceived not just as a day location, although we try to grow that market as well.”