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Merlin Entertainments continues its European

expansion in Czech Republic

Update : 16/12/12 - 19h59 Published by François Mayné the 14 December 2012, Corporate.

The British group Merlin Entertainments, the second largest attractions operator in the world with over 46 million visitors in 2011*, announced as part of its expansion plan in Europe the arrival of a Madame Tussauds wax museum in Prague, Czech Republic for late 2013 or Spring 2014.

Merlin Entertainments continues its European expansion in Czech Republic

"Madame Tussauds is a very unique and special experience which we have proven is very popular in major cities with a high tourist population,” said Chris Scurrah, Merlin Entertainments Business Development Director for Europe. “Prague is an exciting, vibrant place, full of history and with a dynamic international visitor profile – and we believe it is a natural fit for the Madame Tussauds experience.”

This project is directly competing with French operator Compagnie des Alpes which announced earlier this year that it was preparing to open its own wax museum concept, Musee Grevin, in the heart of the Czech capital. Expected by 2014 for an investment of €10 million, an agreement in principle was signed a few months ago about the future location but no more details have been disclosed to date. Merlin Entertainments will thus be probably the first to implement its wax museum concept in the country.

With brands such as the LEGOLAND theme parks, the LEGO Discovery Centre family entertainment centers, the SEA LIFE aquariums, the Dungeons haunted attractions and the Madame Tussauds wax museums, Merlin Entertainments has set a strategic goal to open each year between 6 and 7 new attractions all over the world. Already the leader in the European market, the group also plans to open in 2013 several attractions in Germany including a Dungeons in Berlin and a LEGO Discovery Center in Oberhausen.

A proven success

The dynamic growth and success of Merlin Entertainments come to be hailed by the Management Today magazine, which has published its annual ranking of "Most Admired Companies in the UK". Based on the opinion of senior executives and sector analysts, the group enters for the first time in 64th position (out of 254 company) and is in third position of the companies active in the tourism industry, behind Intercontinental Hotels and Virgin Atlantic.

Of the 9 criteria of judgment, Merlin has been noticed for its capacity to innovate (best score in the sector), the quality of its goods (reflecting its investments and customer service), the quality of its management (CEO Nick Varney and most of his senior management team have been with the company since the start in 1999) and the use of corporate assets (stable financial situation and continuous investments).

The group also owns several theme parks in Europe including Alton Towers (UK) and Gardaland (Italy)

“We are delighted to be recognised and admired by our peers – probably the toughest audience of all,” commented Nick Varney. “The fact too that our scores reflect the most important elements of the Merlin culture is very encouraging and a great testament to every one of our employees who demonstrate the ‘Merlin Way’ every day across the business through their enthusiasm; innovation and customer care.”

Merlin Entertainments operates a total of 94 attractions, 7 hotels and two holiday villages in 21 countries, from the United States to Japan, from Australia to The Netherlands. The group employs more than 20,000 people and achieved in 2011 a turnover of £945.7 million (about €1.13 billion), an increase of over 18% compared to 2010.

*: According to the Global Attractions Attendance Report Theme Index 2011 co-published by AECOM and the Themed Entertainment Association.

Madame Tussauds - - -

Written by François Mayné

François Mayné Publishing Director » Contact Us
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