Alton Towers operator names new full-time chief executive
Dorset headquartered theme park company Merlin Entertainments, which operates major attractions including Alton Towers, Legoland, and Madame Tussauds, has appointed Fiona Eastwood as chief executive.
It follows her initial appointment to the role on an interim basis at the end of November 2024.
Eastwood has nearly a decade of experience at the business, including most recently as COO with responsibility for Gateway Attractions, including Madame Tussauds, the Eye Brand and SEA LIFE, along with Merlin’s Resort Theme Parks.
She joined the business in 2015 as global marketing director for Gateway Attractions, responsible for driving strategy and marketing across an expanding portfolio of brands.
Prior to Merlin, Eastwood worked as managing director of consumer products at BBC Studios.
Roland Hernandez, chair of Merlin Entertainments, said: “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.”
Eastwood added: “It’s an honour to be chosen to lead Merlin. It is a truly world class company, with remarkable global reach and impact. 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.”
Eastwood’s appointment comes as Merlin prepares for landmark new openings later this year, including the first standalone Peppa Pig Theme Park next month, in Dallas Fort Worth. This will be followed in the summer when the first LEGOLAND Resort in China, in Shanghai, welcomes its first visitors.
