Unity Holidays, a growing leisure firm, has announced a multimillion-pound redevelopment of Seven Lakes Country Park in Crowle, near Scunthorpe, following its acquisition of the 210-acre resort just four weeks ago.
The company, which also operates Unity Beach in Somerset and Skirlington Coast in East Yorkshire, plans to invest £9 million into transforming the site into a modern leisure destination designed to attract new visitors and support the local tourism economy.
The redevelopment will include a complete refurbishment of the park’s bar and restaurant, as well as new water-based attractions and leisure amenities.
Planned features include a sailing school, paddleboarding, an inflatable water assault course, spa and sauna facilities, and dedicated spaces for ice water swimming and hot tubs.
The development is also expected to generate around 120 permanent jobs and up to 200 seasonal positions.
Unity Holidays CEO Dermot King presented fly-through visuals of the site, outlining a vision that emphasizes lakeside recreation and enhanced visitor experiences.
“Seven Lakes is a four-week old business to us, and our attraction to the region is because we think there’s a gap in the market for that region,” he said.
“It already has lakeside activities, such as fishing and jet skis, but we’re introducing sailing schools and paddleboards, and an inflatable assault course on water.”
The company’s investment at Seven Lakes forms part of a wider development plan that includes approximately £20 million earmarked for improvements at Skirlington Coast Yorkshire.
According to King, these projects are intended to “reinvent a holiday proposition for the region” and strengthen the appeal of UK staycations.
Among the upcoming enhancements at Seven Lakes are an indoor and outdoor swimming pool, a lakeside stage for live entertainment, a new pavilion theatre, and refurbished hospitality areas.
“We will also be upgrading the whole food offer because experienced customers are prepared to pay for and want a better food proposition, so we will be looking to bring in chefs,” King told GrimsbyLive.
For industry professionals, Unity Holidays’ investment underscores a growing trend in the UK holiday park sector—operators are focusing on diversification and experiential offerings to capture consumer demand for short, high-quality domestic breaks.
Developments such as this not only enhance the visitor experience but also contribute to regional job creation and tourism-led economic recovery.
King expressed confidence in the long-term impact of the investment, saying, “I can’t imagine there are other people investing this sort of money in the region. We think once we’ve got through the planning process, our teams are ready to go and we’re ready to get on with it.”