The head of global theme park giant Merlin Entertainments says its "biggest competition" is people choosing to stay at home on their phones and other devices.
Fiona Eastwood says a day out at one of its UK attractions - which include Legoland, Thorpe Park and Alton Towers - was the "perfect antidote" for spiralling screen time.
In a wide-ranging BBC Big Boss Interview, the chief executive reflected on challenges in the forthcoming Budget, big brand partnerships, and how its customers were responding to cost-of-living pressures.
Eastwood also highlighted the importance of seasonal attractions to its customers - with Halloween now rivalling its summer season in driving profits at some attractions.
Having been in the job since February, Eastwood has taken over at a time when her industry is facing challenges from a dip in consumer confidence.
