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A sprawling new Universal Studios theme park is planned for the site of a former brickworks near Bedford, with the ambitious project expected to create around 28,000 jobs ahead of its proposed opening in 2031.

Universal has estimated the 476-acre complex could draw 8.5 million visitors in its first year alone. Once completed, the site – formerly the Kempston Hardwick brickworks – will be “one of the largest and most advanced” theme parks in Europe, according to the production company.

Sir Keir Starmer hailed the multibillion-pound investment as a transformative moment for the region. “Bedford [will be] home to one of the biggest entertainment parks in Europe, firmly putting the county on the global stage,” said the prime minister.

Starmer also admitted that the news had sparked rare excitement among his teenage children. “They don't take that much interest in the announcements I'm making every day, I have to admit, but this one has really caught their eye,” he joked during a visit to Kimberley College in nearby Stewartby.

Universal, renowned for blockbuster films such as Minions and Wicked, currently operates theme parks in Orlando and Los Angeles, as well as in Japan, Singapore, and China. While it had previously lent its name to the PortAventura resort in Spain, this will be the first European attraction designed and built entirely by Universal from the ground up.

Construction is scheduled to begin in 2026, pending approval of a full planning proposal to be submitted to the UK government. The project includes plans for a theme park, a 500-room hotel, and a retail complex. The company has already purchased 476 acres of land, with the possibility of expanding to around 700 acres to enhance transport access.

Universal Destinations and Experiences said that 80% of the new jobs would be filled by workers from Bedford, central Bedfordshire, Luton, and Milton Keynes.

Culture Secretary Lisa Nandy described the initiative as a “landmark investment” and “fantastic news” for the economy. “This is not just about bringing great American creations to Britain, this is also about showcasing great British creations to the world,” she told BBC Breakfast. “These are things like James Bond, Paddington Bear, these are things like Harry Potter. We've got so much to be proud of.”

Universal’s Orlando resort attracted 9.75 million visitors in 2023, with its Hollywood park drawing 9.66 million, according to the Theme Index Report.

The Bedfordshire project is also expected to create jobs across sectors including construction, artificial intelligence, and tourism. Chancellor Rachel Reeves added that the government and Universal had agreed that British steel would be used “where possible” in the development. “That's the case with HS2, with Heathrow, and with this private investment here in Bedfordshire,” she said.

Local engagement with the project has been largely positive. Universal said it had surveyed more than 6,000 local people and organisations, with 92% expressing support for the plans. Still, some residents in nearby villages have raised concerns about whether existing infrastructure can cope with the anticipated surge in visitors.

To address this, Universal has pledged significant transport upgrades, including enhancements to Wixams railway station and the construction of a new station on the East West Rail line. Dedicated slip roads will also be added to the A421, which suffered flooding in October due to heavy rainfall.

Secretary of State for Transport Heidi Alexander has also approved expansion plans at nearby London Luton Airport, which is expected to bolster accessibility to the site. Universal has previously called the Bedford location “an ideal location with convenient, fast rail links to London and London Luton Airport”.

Universal Destinations and Experiences confirmed it purchased Bedfordshire land in December 2023

The government’s commitment to improving local transport was key in sealing the deal, according to Nandy. Shadow business secretary Andrew Griffith noted that groundwork for the project began under the previous Conservative administration. “We're pleased that, despite Labour's economic mismanagement, Universal Studios has committed to investing in Bedfordshire,” he said.

Mike Cavanagh, president of Comcast Corporation – Universal’s parent company – said he was excited to bring the theme park brand to Europe. The company confirmed it would work closely with Bedford Borough Council on the development. The council is one of six local authorities backing the plans, alongside Central Bedfordshire, Luton, Milton Keynes, North Northamptonshire, and West Northamptonshire.

Mayor of Bedford Tom Wootton welcomed the announcement as the “best news” the town had received “in a very long time”. He added, “Some of the brightest and most fantastic people at Universal are working on [the infrastructure].”