VENU+, a company backed by Chinese investment firm ZCG, has announced a strategic partnership with Merlin Entertainments to bring next-generation photo capture experiences to leading attractions across Europe, North America, and Asia.
The partnership will see VENU+'s innovative technology integrated into Merlin's portfolio of popular destinations, including Legoland, Alton Towers, and Thorpe Park. This move is expected to drive footfall and enhance the overall visitor experience.
Merlin Entertainments, a UK-based entertainment company, operates over 130 attractions globally. The partnership is a significant step in VENU+'s expansion plans, with the company aiming to establish itself as a leading player in the global photo-based entertainment market.
The impact of this partnership on the UK economy is likely to be minimal, as VENU+ is a foreign-backed company. However, the deal may create new job opportunities in the UK as Merlin Entertainments continues to invest in its operations.
VENU+'s expansion plans come as the UK's attractions industry continues to recover from the pandemic. According to a report by the Association of Leading Visitor Attractions, visitor numbers to UK attractions reached 64.2 million in 2022, up 13.8% from 2021.