Home » TOURISM NEWS » United Kingdom’s Blackpool Tourism Sector Transformed as Iconic Attractions Move from Private Operator to Council-Backed Company with Focus on Visitor Experience
Published on
August 13, 2025
The United Kingdom’s Blackpool is entering a transformative phase as its most famous tourist attractions—including Blackpool Tower, Madame Tussauds, Sea Life, and The Dungeons—move from private operation to a new council-run management company. This shift aims to place the control and profits of these iconic sites directly into local hands, ensuring that tourism revenue is reinvested into community projects and the overall enhancement of visitor experiences. By bringing these attractions under local management, Blackpool is positioning itself to better respond to the needs of both residents and tourists, strengthening its status as one of the UK’s premier seaside destinations.
Lancashire’s Blackpool is undergoing a major shift in how its top tourist spots are managed, marking a new era for the beloved seaside resort. A fresh, council-backed management company, Blackpool Tourism Limited, has taken control of several landmark attractions previously run by Merlin Entertainments. This transition includes iconic sites such as Blackpool Tower, Madame Tussauds, Sea Life, The Dungeons, and the Gruffalo Clubhouse.
This new local agency is already familiar with the town, currently overseeing the Sandcastle Waterpark and Showtown Museum. Its expanded role in managing Blackpool’s key attractions has been hailed as a groundbreaking change for the area, promising fresh opportunities to reshape the visitor experience in this historic coastal town.
The move is more than just a change in ownership; it signals a strategic effort to put the town’s future tourism development directly into local hands. By managing these major venues internally, Blackpool Council aims to fully reinvest the revenue generated by tourism back into the community. This approach seeks to strengthen Blackpool’s appeal to visitors while simultaneously supporting essential local projects and improving quality of life for residents.
For more than a decade, Merlin Entertainments has operated these attractions under a partnership agreement with the council. That partnership, which began in 2010, officially ended on September 7, when Merlin’s affiliation programs were closed as part of the handover process. This milestone marks a significant turning point in Blackpool’s tourism management strategy.
With this new structure, every pound spent at key attractions like the Tower or Madame Tussauds will be directly funneled back into local initiatives. The goal is to not only maintain but enhance these experiences, making Blackpool a more vibrant and welcoming destination for tourists and residents alike. The management company has emphasized that the visitor’s experience will be the primary focus of any future developments or changes.
Taking direct control of these attractions allows for greater flexibility in adapting to changing tourism trends and guest expectations. Local management can respond more quickly to feedback and has a clearer mandate to align attraction offerings with the town’s broader cultural and economic goals.
Blackpool Tourism Limited describes this shift as a chance to reimagine the resort’s tourism landscape, blending its rich heritage with fresh ideas to attract a new generation of visitors. This could include revamping existing attractions, introducing innovative events, and forging stronger connections between different sites across the town.
The Blackpool Tower, a symbol of the town’s heritage and one of the UK’s most famous landmarks, is set to benefit from renewed attention. Alongside Madame Tussauds and other attractions, the Tower will continue to be a centerpiece in Blackpool’s tourism portfolio, drawing visitors from across the country and beyond.
This local management model is designed to ensure tourism dollars remain within the community, supporting jobs and funding projects that improve infrastructure, public spaces, and cultural offerings. Such reinvestment is vital for maintaining Blackpool’s status as a leading seaside destination amid competitive tourism markets.
The transition reflects a broader trend of councils and local governments seeking more control over their tourism assets to better tailor them to community needs and aspirations. By doing so, Blackpool is positioning itself as a pioneer in community-focused tourism management.
Overall, this change marks a significant moment in Blackpool’s journey as a resort town. With a renewed emphasis on local stewardship and visitor satisfaction, the future looks promising for the town’s tourism sector. Blackpool Tourism Limited’s vision aims to combine respect for tradition with forward-thinking strategies to secure the resort’s success for years to come.
The United Kingdom’s Blackpool is taking control of its top attractions through a new council-run company to reinvest tourism revenue locally and improve visitor experiences. This move aims to secure a stronger future for the seaside resort and its community.
In summary, Blackpool’s decision to bring key attractions under local management signals a commitment to reinvesting tourism revenue directly into the community, improving visitor experiences, and driving sustainable growth for the seaside town. This new chapter promises to enhance Blackpool’s appeal, benefiting both visitors and residents through innovative and locally focused tourism development.
