Hello Stuart,
Microsoft has never allowed in places upgrades from a 32 bit Windows OS to 64 bit, it's not an available option.
If you want to upgrade to 64 bits, then you must do a clean install.
If I'm not mistaken then your options are to:
- upgrade using the iso method ( Trying to Upgrade to Windows 10 on Fusion but hitting the SVGA bug? Here's the simple workaround | VMware Fusion Blog - … ) after which you'll have a 32 bits copy of Windows 10. Activate it and then you can do a clean install.
Download the 64 bits variant and perform a clean install. Note that you cannot clone the VM, it has to be the same VM as (virtual) hardware GUIDs are used during the Windows activation.
Of course you can take snapshots and backups of your VM.
PS: There's one side remark. Microsoft has made it clear that you can only upgrade to the same windows version (Eg. Windows 8 Pro to Windows 10 Pro). I'm not 100% sure if they consider 32 bits Pro a different version from a 64 bits Pro.
More info: Windows 10 FAQ & Tips - Microsoft
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Wil