Northampton holiday park speaks out on Universal Studios plans and what the billion-pound industry could mean for them and the town

The owners of Billing Aquadrome say the recently approved Universal Studios development in Bedford presents a “real opportunity” for neighbouring counties, particularly Northamptonshire.

Plans for the development were approved in summer 2025, with work planned to start this year. Universal believes the resort could open in 2031.

The theme park and resort is expected to create around 28,000 jobs across the creative, hospitality and construction industries, as well as delivering an estimated £50 billion boost to the economy.

The venue will be home to an entertainment resort complex featuring a world-class theme park with several themed lands, visitor accommodation, and a range of retail, dining and entertainment uses.

Universal says the development will have a transformative impact on Bedford and the UK economy, generating nearly £50 billion of economic benefit and creating 28,000 jobs.

At opening, the entertainment resort complex would be one of the largest employers in the region, with approximately 80 percent of employees expected to come from Bedford, Central Bedfordshire, Luton and Milton Keynes.

Geoffrey Smith, Chief Executive of Meadow Bay Villages, which owns Billing Aquadrome, said: “The decision to move forward with Universal Studios in Bedfordshire is hugely positive news for the wider region. A world-class attraction of this scale will put the East Midlands firmly on the international tourism map and drive significant new visitor numbers into neighbouring counties, including Northamptonshire.

“For Northamptonshire, that presents a real opportunity. Billing Aquadrome is already a well-established destination for families from across the UK, offering high-quality accommodation, leisure facilities and year-round entertainment. We are well placed to welcome visitors who may wish to extend their stay, combine attractions and experience everything our county has to offer.

“Major developments like this don’t just benefit one location – they create wider supply chain opportunities, strengthen hospitality and retail businesses, and boost confidence across the tourism sector. Increased footfall means more overnight stays, more spending in local shops and restaurants, and greater visibility for the county as a whole.

“With strong collaboration between operators, local authorities and tourism partners, this could mark the beginning of a new chapter for the visitor economy in Northamptonshire – one that supports jobs, encourages further investment and showcases the quality of destinations like Billing Aquadrome to an even broader audience.”

In July 2024, the leaders and chief executives of six local authorities collectively endorsed Universal Destinations & Experiences’ proposed theme park and resort project, urging the UK Government to approve the plans.

In a letter sent to the Prime Minister, regional leaders emphasised the transformative potential of the initiative for the South Midlands.

In the letter, West Northamptonshire Council said: “As a council, we fully endorse this project and want to show our full support and commitment to working with both our local authority partners and Universal Destinations & Experiences to maximise the benefits for local people and communities.

“The South Midlands is extremely well connected and with West Northants situated just over 30 minutes from Bedford, this project presents an array of opportunities for our residents including jobs, economic growth and an enhanced visitor economy with tourists from far and wide coming into West Northamptonshire to enjoy everything we have to offer.”