Merlin Entertainments reports record revenues for 2023

Featured Image: Merlin Entertainments

Merlin Entertainments has achieved a record revenue of £2.1bn ($2.6bn/€2.45bn) for 2023, marking an 8% increase over the previous year.

The company also welcomed 62 million visitors to its 141 attractions across 23 countries.

It has put the success down to strong performances in key markets, international tourism, and continued consumer demand for experiences.

“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,” said Merlin Entertainments chief executive Scott O’Neill.

“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.”

As a result of the improved figures, Merlin Entertainments has announced the acquisition of the Orlando Wheel at Icon Park in Florida – the tallest observation wheel on the United States’ East Coast.

Located nearby to Merlin’s existing Sea Life aquarium and Madame Tussauds sites, it is hoped to strengthen the company’s presence in one the US’ most popular tourist destinations.

The acquisition is part of Merlin’s new “Gateway Attractions” strategy.

“Today’s acquisition of the Orlando Wheel in the vitally important tourist hub of Orlando demonstrates this new Gateway strategy in action and serves to replicate our successful London Gateway formula, whereby we have clustered four of our branded attractions alongside the iconic anchor that is The London Eye,” O’Neill said.