Tue, 21 Oct 2025

Tue, 21 Oct 2025 Our biggest competition is screens at home, says theme park boss

Merlin Entertainments Fiona Eastwood sits down for the BBC's Big Boss Interview.

* Merlin Entertainments' biggest competition is people choosing to stay at home and use their devices, rather than going out.
* CEO Fiona Eastwood says that a day out at one of its UK attractions is the "perfect antidote" for spiraling screen time.
* The company's latest half-year update showed a "softening of demand" in the UK theme park sector and fewer international visitors.
* Despite this, Merlin Entertainments drew just under 63 million people to its attractions last year.
* Eastwood highlights the importance of seasonal attractions, with Halloween now rivaling summer as a key driver of profits.
* The company is investing £85m in immersive experiences, including a collaboration with video game Minecraft.
* Eastwood calls for VAT on hospitality to be cut from 20% to 12.5%, saying it would put the UK on a "level-playing field" with European neighbours.
* The company is also planning big brand partnerships, including rides themed around children's TV hits like Bluey and PAW Patrol.
* Eastwood says her job allows her to experience the joy of seeing families have an amazing time at its attractions.
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