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James Wyld

Head of Trade Digital Transformation at Merlin Entertainments

James is the Head of Trade Digital Transformation responsible for Merlin’s Global Trade partner integrations.

James joined Merlin 18 years ago and prior to his current role has worked in operational positions at Chessington World of Adventures Resort as well as Merlin’s London attractions including London Eye, The London Dungeon & Madame Tussauds London. Most recently James lead operational development projects for the London attractions in order to deliver improvements to the guest journey through the use of new technology such as self-service kiosks, removing over 50% of guests from Admissions queues. His role now focuses on ‘digitising’ Trade across the Merlin Entertainments Group working closely with Trade partners and attraction teams.

Merlin Entertainments is a global leader in location-based, family entertainment. As Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates 130 attractions, 20 hotels and 6 holiday villages in 25 countries and across 4 continents. Merlin’s purpose is to deliver memorable experiences to its 67 million guests around the world, through its iconic brands and multiple attraction formats, and the commitment and passion of its c.28,000 employees (peak season).