Merlin weaves magic spell for tourists

Merlin - which also runs the London Dungeons, Chessington World of Adventures, the London Eye, Thorpe Park and Warwick Castle - said visitor numbers increased by 6.5% to 41 million in 2010.

Revenues for the year increased 4% to £800.8 million across its UK and international operations and underlying profits rose 9% to £255.8 million.

The group said UK sales were up 8% to £382 million, while visitor numbers were up by around the same amount, helped by the opening of Legoland Discovery Centre in Manchester.

Chief executive Nick Varney said: “Even in recessions we see that people still want stand-out days out or short breaks to give them a memorable experience.

“People cut the two week foreign holiday or the home improvement, but come the summer holidays they still want to take the kids on a nice day out. In good times and bad times people need an escape.”

The UK business was also boosted by the opening of its ‘13’ rollercoaster at Alton Towers and its Wild Asia attraction at Chessington World of Adventures during the year.

Merlin said it was entering the peak summer season in a confident mood and will open new Madame Tussauds, Dungeon and London Eye-style Ferris wheel attractions at the Blackpool Tower complex this year.