The Future of the Attractions Industry in the UK and Ireland - Growth, Investment, and What's Next

London (IAAPA NEWS) - Universal Destinations & Experiences is preparing to plant its flag in Bedford; Merlin is bringing Minecraft to life; and Puy du Fou is waiting in the wings. There’s no doubt that the United Kingdom is the place to be. 

IAAPA Expo Europe’s State of the Union session is a moment to celebrate an industry in full swing, updating members on the latest projects and celebrating the ideas, investments, and experiences coming to the nation. 

A Market Snapshot

Patricia Yates, CEO of VisitBritain, sets the scene. VisitBritain forecasts 44.2 million inbound tourist visits in 2026, with these visitors spending £33.9 billion. VisitBritain predicts inbound visits and spend will grow by around 2% this year. After a slowdown due to events in the Gulf region, business is rebounding. 

Scotland is currently the strongest brand, though England’s tourism offer remains rich. Yates shares news of a three-year Connected Destinations Fund that will enable English regions to create destinations around themes, journeys, and consumer demands. A new marketing campaign aims to reverse the decline in people taking coastal breaks. The U.K. government’s VAT cut over the summer helped attractions, with many operators passing the savings on to consumers. Attractions are keen to see a permanent VAT cut. 

Merlin’s Priorities

Mike Vallis, managing director of Merlin’s U.K. division, BALPPA chair and a member of IAAPA’s ESA regional advisory board, outlines the action Merlin is taking to strengthen and consolidate its global business. There’s “a greater emphasis on investment in our existing estate,” he says. 

The U.K.-headquartered group’s diversified collection of brands includes LEGOLAND resorts, Sea Life Centres, The Dungeons, and Madame Tussauds. Merlin has joined forces with IP partners, including Cadbury World and Shrek’s Adventure London. Merlin Magic Making exports its creative and project delivery expertise worldwide. 

Vallis explains that “the power of play” is a key focus for Merlin’s attractions, with IP-powered experiences another growth area. Merlin’s partnership with Mojang Studios has resulted in the Minecraft Meet the Mobs activity trail at Alton Towers ahead of the launch of the first permanent Minecraft attraction, with themed guest accommodation, at Chessington World of Adventures in 2027. 

Vallis notes that themed accommodations are proving popular with guests, pointing to the Bluey and Paw Patrol rooms at Merlin resorts. 

Merlin plans more pop-up experiences. It has already partnered with Nintendo for Animal Crossing activities at Sea Life Centres, staged Icons of India at Madame Tussauds, and brought Pokémon and F1 to Legoland parks. 

Vallis highlights the “phenomenal success” of Halloween at Thorpe Park. Merlin is also trialing a Dine With the Dead experience at Alton Towers this year. 

Vallis welcomes new entrants to the U.K. market, believing it will increase the visitor pool and “float all boats.” 

Irish Charm

Charles Coyle, managing director of Emerald Park, details how the family-owned theme park and zoo–originally branded Tayto Park–has grown into a business that had its best year in 2025, welcoming over 800,000 guests. Emerald Park is seeing a 10% year-on-year attendance increase in 2026, with spend per head holding steady, helped by its new Lost Valley: Land of Dinosaurs attraction and favorable weather.

Emerald Park is now embarking on its next five- to 10-year development plan, which will feature accommodation. 

Puy du Fou’s Pillars of Success

The Puy du Fou U.K. park, planned for Oxfordshire, is still in the planning process. David Nouaille, Puy du Fou’s director of international development, is cautious, “but we hope we will get good news.” The highly accessible location–close to London, Oxford, Birmingham, and the Bicester Village shopping center–is “perfect,” he says, with Puy du Fou proud to be part of a wider destination ecosystem. 

Puy du Fou U.K. will be inspired by British history. The project will bring together spectacular shows, live performances, beautiful natural landscapes, and period villages, to evoke guests’ emotions. Nouaille speaks of the importance of collective experiences: “We want all generations sharing the same moment.” 

Universal Appeal

Meanwhile, with planning permission secured, the Universal United Kingdom Resort in Bedford, U.K., is all systems go. The project will initially include a theme park with several themed lands, innovative attractions, a 500-room hotel, and a retail, dining, and entertainment complex. “We are excited to be here,” says John McReynolds, senior vice president of external affairs at Universal Destinations & Experiences. 

The team behind the project is looking at the “totality” of the development, he explains–from the wider market, transport and infrastructure to the experience of guests, team members, vendors, and the local community. Universal’s view is that a world-class experience starts with a world-class environment for the people who live and work in the region. 

Building strong relationships with stakeholders is essential to the success of this project. “We have received exceptional support,” McReynolds says. Recognizing the project’s significance, the U.K. government abbreviated the planning approval process, granting Universal a Special Development Order (SDO). Planning is already in place for future expansions. 

The Bedford-based resort sits at the nexus of rail and motorway links: “Anyone from England can get to this site,” McReynolds says. The nearby London Luton Airport is undergoing a major expansion that will increase its annual passenger capacity from 19 million to 31 million, bringing in guests from farther afield. 

As one of the largest-ever investments in the U.K. tourism industry, the Universal United Kingdom Resort is set to have an impact far beyond its gates. Ultimately, McReynolds believes, it will “drive regional transformation.”