I found out about the British Airways 360 when I was looking at things to do for my day trip to Brighton. It seemed pretty cool because unlike most other high towers with a view (in the U.S. anyway), you can see the view while going up. The ride lasts about half an hour, which includes getting on, going up, coming back down, and getting off. There's not much to see from up there, besides the pier and a bunch of houses.
If you have time to kill, then check it out. Otherwise, save yourself the 12 pounds.
Tip - If you book online ahead of time (I believe at least 24 hours in advance), you can get a discount. If you have a valid student ID, you can also get a discount - I believe it was 10%. read more