Eastwood was appointed CEO of Merlin earlier this year after a decade spent working at the company / Photo courtesy of Merlin
In July 2025, Merlin Entertainments CEO Fiona Eastwood attended the opening of Legoland Shanghai – the first Legoland Resort in China, and the largest in the world.
Located in Fengjing Town, Jinshan District, the 318,000 square metre park features eight lands with more than 75 interactive rides, shows and attractions, as well as thousands of models built with more than 85 million Lego bricks.
The park features themed lands including Lego Ninjago World and Legoland’s first Monkey King-themed land, exclusively themed around the Lego Monkie Kid IP, as well as a live theatre and a 250 room hotel.
New rides for Legoland Shanghai include the 530m-long Big Lego Coaster – a steel inverted Bolliger & Mabillard rollercoaster wrapped around a giant 26m-tall Lego Minifigure – and the Journey to Flower Fruit Market shoot-the-chute ride. The Legoland Boat Tour is a world first, exclusive to Shanghai, which takes guests on a cruise around the park, including through a Chinese water town build from Lego and a model of the Shanghai skyline.
“From the first sketches to the final Lego brick, this resort is the result of years of vision, collaboration, and passion,” said Eastwood. “By blending the globally beloved Legoland experience with rich Chinese cultural storytelling, we’ve created a destination that is both globally iconic and locally meaningful.
“At Merlin, our purpose is simple yet impactful: to bring people together and create unforgettable experiences for families around the world. With Legoland Shanghai, we’re taking that purpose to new heights. This resort is more than just a theme park, it’s a celebration of imagination, culture, and connection.”
In February 2025, Fiona Eastwood was appointed CEO of Merlin Entertainments, after leading the company as interim CEO since the departure of previous CEO Scott O’Neil in November 2024.
In her new role, Eastwood is responsible for leading the implementation of the business’s transformational strategy, ensuring that Merlin is well placed to grow at scale and deliver a sustainable, thriving future.
“It’s an honour to be chosen to lead Merlin. It is a truly world class company, with remarkable global reach and impact,” said Eastwood following the announcement of her appointment as CEO.
“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.
“I have a true love and passion for this business and its people, and am excited to lead Merlin into its next phase of growth. I have seen first-hand the wealth of magical experiences our attractions and teams have to offer.
“It brings me immense pride to visit our attractions and witness how we bring joy, create connections and make memories for families, adults, and children all over the world.
“I remain focused on bringing our global attractions together into one united business – a business built for ongoing success and sustainable growth.”
Eastwood joined Merlin in 2015 as global marketing director for Gateway Attractions, responsible for driving strategy and marketing across an expanding portfolio of brands. Before being appointed CEO, she was chief operating officer with responsibility for gateway attractions, including Madame Tussauds, the Eye brand and Sea Life centres, along with Merlin’s resort theme parks.
Prior to Merlin, Eastwood worked as managing director of consumer products at BBC Studios, leading the successful turnaround of the division through organisational restructuring, digital transformation and international growth.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 2
Editor's letter: Betting on horror
Year-round horror experiences are a fast-growing trend, but will the companies betting big see their investments pay off?
People: Thelma Golden
As the Studio Museum in Harlem prepares to reopen, its CEO explains why the institution is more important than ever
People: Linda Conlon
A driving force behind the creation of the International Centre for Life, CEO Linda Conlon has seen massive change over the past 25 years. So what’s next for the science centre?
People: Fiona Eastwood
With a passion for the industry, the new CEO of Merlin Entertainments says she is ready to lead the company to a new era of expansion and growth
Design & fabrication: Making a scene
As Adirondack Studios celebrates its 50th birthday, we speak to co-founders Michael Blau and Tom Lloyd, and production art director Lara Brunelle
Theme parks: Out of this world
The first major US theme park to open in almost 25 years, Universal Epic Universe is big news for the industry. We hear from the creative team that made it happen
Immersive experiences: One love
The creators of new Vegas immersive experience Hope Road have partnered with Bob Marley’s children to tell the story of his life and music
Zoos: Into the wild
Billed as Asia’s first adventure-based zoo park, Rainforest Wild Asia lets visitors experience animals in a whole new way. We find out more
Theme parks: Sleeping beauty
Fairytale magic meets traditional grand hotel at Efteling’s newest accommodation offering. Its designer shares the vision
Immersive attractions: Lost in music
As immersive music and hospitality company the Lost Estate announces its latest production, co-founder Eddy Hackett shares its global expansion plans
Immersive: Virginie Valastro
A dramatic ancient canyon made for an amazing starting place for the creation of a spectacular new scare attraction, says its creator
Museums: Roman Vinoly
The recently-opened National Medal of Honor Museum in Arlington, Texas, was one of architect’s Rafael Vinoly’s final projects. His son tells us what the project meant to his father, and how he intends to continue his legacy
Eastwood was appointed CEO of Merlin earlier this year after a decade spent working at the company / Photo courtesy of Merlin
In July 2025, Merlin Entertainments CEO Fiona Eastwood attended the opening of Legoland Shanghai – the first Legoland Resort in China, and the largest in the world.
Located in Fengjing Town, Jinshan District, the 318,000 square metre park features eight lands with more than 75 interactive rides, shows and attractions, as well as thousands of models built with more than 85 million Lego bricks.
The park features themed lands including Lego Ninjago World and Legoland’s first Monkey King-themed land, exclusively themed around the Lego Monkie Kid IP, as well as a live theatre and a 250 room hotel.
New rides for Legoland Shanghai include the 530m-long Big Lego Coaster – a steel inverted Bolliger & Mabillard rollercoaster wrapped around a giant 26m-tall Lego Minifigure – and the Journey to Flower Fruit Market shoot-the-chute ride. The Legoland Boat Tour is a world first, exclusive to Shanghai, which takes guests on a cruise around the park, including through a Chinese water town build from Lego and a model of the Shanghai skyline.
“From the first sketches to the final Lego brick, this resort is the result of years of vision, collaboration, and passion,” said Eastwood. “By blending the globally beloved Legoland experience with rich Chinese cultural storytelling, we’ve created a destination that is both globally iconic and locally meaningful.
“At Merlin, our purpose is simple yet impactful: to bring people together and create unforgettable experiences for families around the world. With Legoland Shanghai, we’re taking that purpose to new heights. This resort is more than just a theme park, it’s a celebration of imagination, culture, and connection.”
In February 2025, Fiona Eastwood was appointed CEO of Merlin Entertainments, after leading the company as interim CEO since the departure of previous CEO Scott O’Neil in November 2024.
In her new role, Eastwood is responsible for leading the implementation of the business’s transformational strategy, ensuring that Merlin is well placed to grow at scale and deliver a sustainable, thriving future.
“It’s an honour to be chosen to lead Merlin. It is a truly world class company, with remarkable global reach and impact,” said Eastwood following the announcement of her appointment as CEO.
“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.
“I have a true love and passion for this business and its people, and am excited to lead Merlin into its next phase of growth. I have seen first-hand the wealth of magical experiences our attractions and teams have to offer.
“It brings me immense pride to visit our attractions and witness how we bring joy, create connections and make memories for families, adults, and children all over the world.
“I remain focused on bringing our global attractions together into one united business – a business built for ongoing success and sustainable growth.”
Eastwood joined Merlin in 2015 as global marketing director for Gateway Attractions, responsible for driving strategy and marketing across an expanding portfolio of brands. Before being appointed CEO, she was chief operating officer with responsibility for gateway attractions, including Madame Tussauds, the Eye brand and Sea Life centres, along with Merlin’s resort theme parks.
Prior to Merlin, Eastwood worked as managing director of consumer products at BBC Studios, leading the successful turnaround of the division through organisational restructuring, digital transformation and international growth.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 2
Editor's letter: Betting on horror
Year-round horror experiences are a fast-growing trend, but will the companies betting big see their investments pay off?
People: Thelma Golden
As the Studio Museum in Harlem prepares to reopen, its CEO explains why the institution is more important than ever
People: Linda Conlon
A driving force behind the creation of the International Centre for Life, CEO Linda Conlon has seen massive change over the past 25 years. So what’s next for the science centre?
People: Fiona Eastwood
With a passion for the industry, the new CEO of Merlin Entertainments says she is ready to lead the company to a new era of expansion and growth
Design & fabrication: Making a scene
As Adirondack Studios celebrates its 50th birthday, we speak to co-founders Michael Blau and Tom Lloyd, and production art director Lara Brunelle
Theme parks: Out of this world
The first major US theme park to open in almost 25 years, Universal Epic Universe is big news for the industry. We hear from the creative team that made it happen
Immersive experiences: One love
The creators of new Vegas immersive experience Hope Road have partnered with Bob Marley’s children to tell the story of his life and music
Zoos: Into the wild
Billed as Asia’s first adventure-based zoo park, Rainforest Wild Asia lets visitors experience animals in a whole new way. We find out more
Theme parks: Sleeping beauty
Fairytale magic meets traditional grand hotel at Efteling’s newest accommodation offering. Its designer shares the vision
Immersive attractions: Lost in music
As immersive music and hospitality company the Lost Estate announces its latest production, co-founder Eddy Hackett shares its global expansion plans
Immersive: Virginie Valastro
A dramatic ancient canyon made for an amazing starting place for the creation of a spectacular new scare attraction, says its creator
Museums: Roman Vinoly
The recently-opened National Medal of Honor Museum in Arlington, Texas, was one of architect’s Rafael Vinoly’s final projects. His son tells us what the project meant to his father, and how he intends to continue his legacy
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
+ More news
COMPANY PROFILES
DJW David & Lynn Willrich started the Company
over thirty years ago, from the Audio Visual
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