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
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.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
+ More news
COMPANY PROFILES
TechnoAlpin Indoor TechnoAlpin is the world leader for snowmaking systems. With the Indoor snow division, TechnoAlpin c [more...]
Simworx Ltd The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
RMA Ltd RMA Ltd is a one-stop global company
that can design, build and produce from a
greenfield site upw [more...]
IDEATTACK IDEATTACK is a full-service planning and
design company with headquarters in
Los Angeles. [more...]
