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The Chief Executive of Merlin Entertainments, a leading global theme park operator, identifies at-home entertainment via smartphones and other devices as its “biggest competition.”
Fiona Eastwood suggests that a visit to one of the company’s UK-based attractions—including Legoland, Thorpe Park, and Alton Towers—offers an “ideal antidote” to excessive screen time.
In a comprehensive BBC Big Boss Interview, Eastwood addressed upcoming Budget challenges, strategic brand partnerships, and the impact of cost-of-living pressures on consumer behavior.
Eastwood also underscored the growing significance of seasonal events, noting that Halloween is now rivaling the summer season in terms of revenue generation at select locations.
Since assuming the role in February, Eastwood has taken the helm amidst industry-wide concerns regarding a decline in consumer confidence.
Merlin Entertainments’ recent interim report indicated a “softening of demand” within the UK theme park market and a reduction in international tourism.
The company’s overall revenue for the previous year experienced a slight decrease, totaling just over £2 billion, with an operating loss of £132 million.
Despite these economic headwinds, Merlin Entertainments welcomed nearly 63 million visitors to its attractions in 2024, with Eastwood noting that consumers remain willing to invest in escapism.
“The moments to be together are increasingly precious, and what we provide is quite distinct,” she stated. “It’s all about families coming together to play.”
Discussing the company’s UK portfolio, which includes Madame Tussauds, Sea Life, and the London Eye, Eastwood emphasized the importance of leveraging seasonal opportunities.
Its major theme parks have been hosting Halloween events, such as Scarefest at Alton Towers and Fright Nights at Thorpe Park, since 2002.
“We’re a very seasonally led business,” Eastwood explained. “So you have spring break, Easter, summer and Halloween.”
“Regarding Halloween, which we’re currently in, we’re seeing some really strong performance. This is due to the amazing product we have. If you take Thorpe Park, increasingly Halloween is almost half of its annual profits.”
In addition to seasonal offerings, strategic partnerships with major brands are a key element of Merlin Entertainments’ strategy, with themed rides based on popular children’s television programs designed to attract families away from their screens and into the parks.
Next year, the company will introduce its first Bluey-themed ride at Alton Towers as part of CBeebies Land, as well as a PAW Patrol-themed area at Chessington World of Adventures.
One of the most anticipated launches for the coming year is a collaboration with the video game Minecraft, a global phenomenon since its release in 2009 and the inspiration for one of the highest-grossing films of 2025.
With Eastwood identifying screen time as Merlin’s primary competition, the company hopes that an £85 million investment in immersive Minecraft experiences, featuring themed rides, restaurants, and accommodations in the UK and US, will resonate with fans in 2026 and 2027.
“What I’m really excited about in terms of Minecraft is bringing [the game] to life in a physical way that will mean the massive fans of that game can then be in the game with their friends, their parents,” Eastwood said.
Eastwood also serves on the board of UK Hospitality, an industry trade association advocating for a reduction in the VAT rate on hospitality services from 20% to 12.5%.
“What we really want is a growth-led Budget,” Eastwood stated.
She added that a VAT reduction would create a “level-playing field” for UK businesses compared to their European counterparts, where hospitality VAT rates often hover around 10%.
In support of this argument, Eastwood referenced a period during the COVID-19 pandemic when the VAT rate was temporarily reduced to 12.5%.
“We saw a bump, and we saw demand, and we saw people wanting to spend,” she said.
In a statement, the Treasury Department affirmed the government’s commitment to supporting all UK businesses, adding that the forthcoming Budget would prioritize initiatives to promote growth and investment.
“We are a pro-business government that has capped corporation tax at 25%, the lowest rate in the G7, we’re reforming business rates, have secured trade deals with the US, EU and India, and have seen interest rates cut five times since the election, benefiting businesses in every part of Britain.”
While Eastwood has been CEO for less than a year, her tenure with Merlin Entertainments spans a decade, having joined the company shortly after the Alton Towers Smiler rollercoaster accident in 2015.
Upon assuming the chief executive role, she indicated that her initial focus involved adopting an “outside view” of the company, recognizing the potential for internal biases and blind spots.
She noted that one of the most rewarding aspects of her position is the opportunity to visit the company’s various sites.
“Nothing beats going to the theme park, that is my job,” she said.
“Spending time with the team, seeing kids having an amazing experience at our attractions.”
However, when asked for advice on how to skip the line for Nemesis—the renowned Alton Towers ride—Eastwood offered no specific recommendations, despite having joined front-line workers on the ride last year.
“I’m not a big fan of Nemesis,” she confessed.
“My favourite’s actually Wicker Man, I love Wicker Man.”
The long-running Pembrokeshire attraction is on the market for the first time, priced at £4.5m.
About 10,000 students from 87 schools across Surrey, Kent, London, Essex and Berkshire will attend.
The theme park says it marks an exciting new chapter.
Potential competitors around the country are positive about the proposed theme park.
The UK Theme Park Awards 2025 takes place at Wicksteed Park in Northamptonshire.
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