Merlin Entertainments has submitted plans for a brand new addition to its midway portfolio – a £20m (US$25m, €23.2m) adventure attraction dubbed “Project Thor”.

The 145,000sq ft (13,500sq m) plans include a skydiving experience and high ropes course, and were submitted to Solihull Metropolitan Borough Council. If approved, Merlin will transform Birmingham’s National Exhibition Centre’s (NEC) Pavilion building into the new attraction.

Both an indoor and outdoor attraction, Project Thor would have a capacity for up to 2,000 visitors daily, with activities taking place in four half-hour slots. In addition to activities, the attraction would also feature an on-site shop and café.

"Active and adventure experiences are becoming increasingly popular and it is predicted that this sub-sector will continue to grow,” said Nathaniel Lichfield & Partners, which submitted the proposal on behalf of Merlin.

“This imaginative development will set a new standard in terms of indoor themed attractions; it will be operational year round, supporting the role of the NEC overall as well as generating its own benefits for the local area.

“The application proposal supports the wider ‘Destination NEC’ strategy, of which ‘Phase Two’ comprises development of the estate’s leisure and entertainment facilities.

"It helps diversify the overall NEC operation which in turn assists this important business to compete in the international market."

If approved, the plans would create 25 full time positions, with a further 93 people brought in during the busier summer period. Plans for the Merlin attraction were first revealed in November, though at the time it was thought a Legoland Discovery Centre would be coming to the NEC. Project Thor is a brand new concept for Merlin, though what branding it will take is still to be revealed.