York-based Continuum Attractions Group plans to grow further, as it appoints long-time executive Andrew Pawson as acting-CEO.

The company operates the Emmerdale and Coronation Street visitor experiences, plus the York Chocolate Story, amid other attractions.

Continuum’s chair, Sue Garland-Worthington, said: “We are going to invest in becoming a more data driven business, and in augmenting our famous storytelling capabilities by using GenAI and augmented reality to enhance visitor delight, all while retaining our hugely successful approach to human-led storytelling at the forefront of our business.”

Garland-Worthington leads the board alongside Judith Donovan CBE, former chair of the Eden Project amongst other major national attractions, and Andrew Marsden MStJ, one of the UK’s most respected business and brand strategists.

Mr Pawson said: “We are now actively looking for new opportunities to bring the unique skills of our extremely capable teams to bear on attractions which need revitalisation, a more commercial approach, and which would benefit from our experience operating an exceptional variety of attractions. Owners can trust us to care for their brand and to achieve appropriate commercial returns.”