Fiona Eastwood Appointed as CEO of Merlin Entertainments

(eap) Fiona Eastwood, who took over as interim CEO of Merlin Entertainments following the departure of Scott O’Neil last November (c.f. EAP news of 27 Nov 2024), has now been appointed as CEO of the company. In her new role, Eastwood is responsible for implementing Merlin’s transformative business strategy and setting the course for further growth and a sustainable, thriving future for the Group.

The appointment of Fiona Eastwood as CEO follows an intensive application process led by the Merlin Board, with consideration of both internal and external candidates. Eastwood, who has been with Merlin for almost a decade – most recently as chief operating officer for gateway attractions such as Madame Tussauds and resort theme parks – proved to be the ideal choice for the role. Prior to joining Merlin, Eastwood was Managing Director of Consumer Products at BBC Studios in the UK. She is a board member of the industry association UKHospitality and a council member of the UK Government’s Visitor Economy Advisory Council.

“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 recognizes the significant role each location plays in our ongoing success, and she will be instrumental in bringing our global attractions together into one untied business. The Board looks forward to continuing working with Fiona,” comments Roland Hernandez, Chair of Merlin Entertainments.

Fiona Eastwood is looking forward to her new role, which she’s taking over with immediate effect: “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.”

As part of possible transformation measures, Merlin is considering the sale of Sea Life aquariums (c.f. EAP news of 14 Feb 2025). In the Legoland theme park segment, the Group is looking forward to the imminent opening of a further location: In summer, the first LEGOLAND Resort in China, in Shanghai, is set to open its doors to visitors for the first time. And the Peppa Pig Theme Park in Dallas-Fort Worth (Texas) is due to open next month. This is the first stand-alone theme park based around the Peppa Pig IP. In Germany, fans of the popular pink piglet have also been able to visit their own Peppa Pig theme park since last year – this is operated as the second gate of the Legoland Deutschland Resort in Günzburg (also read our article in EAP 4/24). ■