Merlin Entertainments, which operates premier attractions like Alton Towers, Legoland, and Madame Tussauds, has announced Fiona Eastwood as its new permanent chief executive.
Eastwood took on the position on an interim basis from November 2024 and now officially replaces Scott O’Neil, who departed after a two-year tenure, as reported by City AM.
O’Neil succeeded Merlin stalwart Nick Varney, who left in late 2022.
In the UK, Dorset-headquartered Merlin also manages Chessington World of Adventures, the London Eye, and Thorpe Park, among others.
Globally, Merlin Entertainments runs a portfolio of 140 attractions, drawing over 60 million visitors annually.
Ownership of the company rests with Blackstone, a family-owned enterprise linked to the Lego brand, and Canada’s most significant pension fund.
Eastwood, formerly the group’s COO responsible for Gateway Attractions—including Madame Tussauds, the Eye brands, Sea Life, and the resort theme parks—joined the company in 2015 as the global marketing director for gateway attractions. Before Merlin, she held the post of managing director of consumer products at BBC Studios.
On her appointment, Eastwood commented: “It’s an honour to be chosen to lead Merlin. It is a truly world class company, with remarkable global reach and impact.”
She added: “Over the past decade, I have seen first hand what the business is capable of. My task, as CEO, is to lead Merlin to new heights, with a focus on performance, creativity, operational excellence and guest experience.
“I am grateful to the board for their support – and look forward to continuing to work with an exceptional management team and our colleagues worldwide to implement the business’s transformational strategy. Together, we will drive growth at scale and help Merlin reach its full potential.”
For its 2023 financial year, Merlin Entertainments reported a turnover of £2.1bn, marking an eight per cent increase from the previous year, although it faced a pre-tax loss of £214m.
Chairman Roland Hernandez remarked, “Fiona has a deep understanding of the business, the strategies required for sustainable growth, and the vision to spearhead our ongoing transformation.
“As Merlin’s former chief operating officer, she recognises the significant role each location plays in our ongoing success, and she will be instrumental in bringing our global attractions together into one united business. The board looks forward to continuing working with Fiona.”