Artificial Intelligence Shifts Business Landscapes, But Theme Parks Thrive on Thrill Rides
Artificial intelligence is transforming industries worldwide, yet in the $100bn global theme park sector, traditional attractions like towering rollercoasters continue to draw crowds.
Fiona Eastwood, who leads Merlin Entertainments, the industry’s second-largest operator, notes that in today’s digitally saturated world, physical experiences offer families a break from screens.
"Technology plays a part, but nothing compares to the real sensation of height, speed, and massive rides," she says. "Without balance, digital elements can become overwhelming."
Merlin’s portfolio includes nearly a dozen Legolands, Thorpe Park, and Alton Towers, among its 130 attractions in 22 countries. The company once tested virtual reality headsets on the Galactica ride at Alton Towers but scrapped the idea when guests preferred shared experiences.
"We found that VR isolated people—it made them feel alone, just like being at home," Eastwood explains. "Tech should serve a purpose, not just be a gimmick. We’re exploring AI and other innovations, but the core of our business is delivering real-life excitement."
Eastwood, who joined Merlin ten years ago after an 18-year career at the BBC, became interim CEO last November before being confirmed in the role this February. Her background includes overseeing the *Doctor Who* brand at BBC Studios.
The theme park market in the UK and Europe is becoming more competitive as Comcast, Universal’s parent company, plans a new park in Bedford slated to open by 2031.
The development, which includes a record-breaking 115-meter rollercoaster, has received strong government backing amid efforts by Prime Minister Keir Starmer and Chancellor Rachel Reeves to boost economic growth. Recent reports confirmed £500m in public funding for related rail and road upgrades, including a new train station.
While Eastwood supports the project, she emphasizes fair treatment for all operators in regulatory approvals.
“This expansion is positive for the entire industry,” she says. “But if Universal receives advantages in planning, others should as well. The UK’s approval process is challenging enough—fairness is key.”
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