Merlin boss puts success down to creativity
Merlin Entertainments has revealed its figures for 2010 showing an increase in group revenues and visitor numbers.
Over 41 million people visited their attractions which include LegoLand, Madame Tussauds, Sea Life, Alton Towers & The London Eye.
The group has also been boosted through new park openings and by acquiring new locations.
Nick Varney, Merlin Entertainments' chief executive says the company's success is due to its creativity and innovative marketing.
Varney told the BBC: "We are constantly investing in new attractions to give people something new and a reason to visit our attractions - and we are pretty good at maintaining them at a high standard."