Cadbury World is gearing up for another busy year, after a record number of people visited the attraction in 2011.

Last year, over 590,000 people took a trip to the Bournville-based Cadbury World where, amongst other features, visitors boarded the magical Cadabra ride and watched the talented chocolatiers at work, both of which are included in the 14 amazing zones open to visitors.

The figures, a year-on-year increase of 6%, mark the attraction's best ever year for footfall, beating the previous record of 574,000 visitors, set in 2009.

Diane Mitchell, marketing manager at Cadbury World, said: "We're really pleased that Cadbury World continues to be a popular choice for families across the UK. Last year, we installed a brand new outdoor children's play area and offered visitors a packed schedule of family entertainment and themed activities, something that will continue over the next 12 months. 

"So, whatever your age, you can enjoy coming to Cadbury World time and again - there are always new things to see and do."

Along with planned improvements to the attraction, the coming year will see further special weekends planned at Cadbury World. There is still a chance to see the Cadbury World pantomime, which runs until the weekend of 28th and 29th January and visitors will be able to enjoy a packed programme of family entertainment during the upcoming half term holidays.  

Magicians, jugglers and ventriloquists will be among the performers at the attraction from 11th - 19th February, with handmade chocolate hearts also available on Valentine's Day.