Merlin Entertainments, the global leader in branded entertainment destinations, today reports record revenues for the 2023 financial year (ended 30 December 2023), driven by strong performance in key markets, international tourism, and continued consumer demand for quality experiences.
The company welcomed 62 million visitors to its 141 attractions across 23 countries, with record guest satisfaction rates, and achieved revenue of £2.1 billion, a respective 13% and 8% increase over 2022.
Financial Highlights:
- 62 million guests, +7 million more visitors in 2023, with record guest satisfaction across Merlin brands
- Record Group revenues, up 8% to £2.1 billion, and adjusted EBITDA of £662M
- Strong revenue growth at Gateway attractions, particularly in Asia Pacific, the UK, and Continental Europe, with resilient performance across LEGOLAND® Parks and Resort Theme Parks
Strategic Highlights:
- Transformational strategy set in motion by reinvigorated executive leadership team, targeting significant growth and expansion
- Capital allocation refined and optimised towards destinations with largest opportunity to enhance guest experience and premiumise the Merlin portfolio, particularly LEGOLAND® Resorts
- In line with strategic focus on building major attraction clusters in key tourist cities, including Orlando, Merlin today announces the acquisition of ‘The Orlando Eye’, the tallest observation wheel on the United States’ East Coast
“In 2023, Merlin Entertainments began a significant transformation, setting a new strategy, assembling a diverse and dynamic leadership team, and investing in capability building to position Merlin for the next phase of growth. In a year of record revenue and a +13% visitor increase over 2022, we are humbled, inspired, and emboldened that the 62 million guests who visited our 141 theme parks and attractions around the world reported the highest levels of guest satisfaction in Merlin history. Our solid financial performance is a testament to the passion of our 30,000 talented teammates around the world and the authentic, inspiring culture in which we work; the strength of the brands we are entrusted to bring to life, most notably the LEGO® brand; the global breadth and depth of our attractions; the end-to-end creative force of our Merlin Magic Makers; and our deep commitment to creating lifelong memories for guests of all ages and abilities, while driving positive impact in the communities in which we live, work, and play. We intend to continue our growth momentum by driving an increasingly premium position at LEGOLAND® Resorts, making calculated investments in resorts with outsized potential, and growing our Gateway Attractions division, strengthening our presence through ‘mega-clusters’ in the world’s most important tourist cities that show long-term visitation growth.”
Scott O’NeilChief Executive Officer, Merlin Entertainments
Continued Investment in Merlin’s Power Brands and New Concepts:
- Launched award-winning ‘World of Jumanji’ land at Chessington World of Adventures Resort, in partnership with Sony Pictures Entertainment, voted ‘Best New Attraction’ at the 2023 UK Theme Park Awards. Chessington World of Adventures was also named UK Theme Park of the Year.
- Redeveloped and launched ‘Curse of Alton Towers’ at Alton Towers Resort, winning ‘Best Reimagined Attraction’ at the 2023 UK Theme Park Awards, with Alton Towers awarded ‘Best Theme Park for Families’.
- Opened world’s first LEGO Adventure Golf at LEGOLAND Windsor Resort, and two new LEGO Discovery Centres in Atlanta and Washington D.C., both showcasing new digital-driven interactive-building activities.
- Expanded the successful Ferrari partnership, launching ‘LEGO Ferrari Build & Race’ experiences at LEGOLAND Billund and LEGOLAND Windsor.
- Welcomed Cadbury World, the chocolate-making attraction by iconic British heritage brand, Cadbury, into the Merlin family.
- Launched the first-ever Gruffalo & Friends Clubhouse on Blackpool’s seafront, the ninth Merlin attraction in the ever-popular seaside town, bringing the world’s favourite monster for pre-schoolers to life.
- Rolled out a new ‘competitive socialising’ concept with Immersive Gamebox in Sydney, Australia and Oberhausen, Germany, which blends life-sized digital gaming with popular narratives, from Paw Patrol to Netflix’s Squid Games, for players of all ages and abilities to enjoy.
Follow UK Theme Park Spy on X or Facebook
Of course they do they have put car parking to stupid amount of money and if you want food of low quality you need to fill in mortgage application. And then £90 for fast track on top of ticket. 💵💵💵💵💵💵💵
They need to invest more in their parks. Toilet facilities falling apart. Litter everywhere. I feel like Merlin are letting down the UK with their parks here. When you go to other parks around the world you realise how much of a joke ours look.
Mark Sherwood no competition. German parks are so good because they have to compete with each other. The 4 biggest parks in the UK all belong to Merlin other than Blackpool, but they’re in decline IMO. at least If Universal does happen they’ll have to up their game.