Continuum Attractions, a leader in visitor attractions in the UK, has appointed Craig Hatto to the role of director of Design & Creative Experience, a newly-created position designed to drive innovative and unique visitor experiences.

As the director of Design & Creative Experience, Hatto, who previously worked at Historic Royal Palaces, joins the company with more than 25-years experience in the commercial and cultural attractions industries. He will be responsible for ensuring the company remains at the cutting edge of development, as well as for driving design and creativity across all areas of the business.

In addition, Hatto will spearhead and develop the company's current creative future plan strategies for its attractions, which include: Greenwood Forest Park in North Wales, York's Chocolate Story, The Real Mary King's Close in Edinburgh and the Emirates Spinnaker Tower in Portsmouth.

Hatto said of his new role: "It's a privilege to work with such a farsighted organisation, and a company that is open to new ideas to challenge perceptions of what visitors with diverse interests want from a day out."

"At our heart, the daily visitors' experience remains core, but options for alternative opportunities to maximise their time on side and add value to their visit is key."

"We want to attract new and diverse visitors and demographics sustain and engage existing members by engendering loyalty and above all, remaining true to our cause; delivering innovative, entertaining and fun expereinces that touch the heart and create experiences that are personal and memorable. We want our guests to talk about and recommend to others for years to come," Hatto added.

Continuum CEO Juliana Delaney says: "Craig's ability to think outside of the box combined with a keen commercial acumen means we can provide the best for our visitors, and the besst for potential partners. His experience and skills honed at HRP add another dimension to our offer, as we are delighted to have him on board."