Magic City

What Magic City does

Magic City (legal name Magic City Parques & Hotéis) operates a leisure complex centered on a water park in Suzano, Greater São Paulo, Brazil, ~60km from São Paulo city center. The 350,000 m² site sits within the Mata Atlântica biome and contains 5.5+ million liters of water distributed across heated pools (up to 40°C), wave pools, hot springs, and at least seven waterslides including the Maverik (18m high), Nitro-X, Kamikaah, and the Tiroloka zipline. The company began operations in 2005 and currently employs 101-250 people across its operations.

The business model is a direct-to-consumer leisure destination monetizing through multiple streams: (i) day-use admission tickets at variable weekday/weekend pricing (R$27.50-30 per adult weekday; up to R$120 for special events and R$220 for VIP Camarote Open Bar packages), (ii) overnight accommodation across four sub-brands — Pousada Magic City (rustic), Eko Suítes (container-based eco-units), Naturé Resort (56 premium apartments launched Dec 2024), Pousada UPVille, plus luxury Chalé Sublime (R$2,252-2,699 per multi-night stays) and the Nordic-themed Vila Viking Germânia exclusive guest area, (iii) the Fun Card annual pass (R$233.75) for repeat visitors, (iv) ticketed events including Pool Party da V éia, Magic Rock concerts, and themed festivals, (v) F&B on-site, and (vi) B2B group sales (excursões) of 15+ visitors via dedicated televendas, the Espécie Tours retail point of sale in Shopping Aricanduva (São Paulo), and partner travel agencies. GtM combines owned e-commerce (magiccity.com.br, loja.magiccity.com.br), social media (Instagram, Facebook, YouTube), email marketing, radio partnerships (Energia 97FM), and event-driven demand generation.

The company emphasizes sustainability as a positioning pillar, with sustainability-oriented infrastructure including solar heating systems, water reuse, and renewable energy participation in Brazil's Free Energy Market (95.09% emissions reduction in 2025). Recognition includes TripAdvisor Travelers' Choice 2025 (top 10% globally), six-time Reclame Aqui finalist in Tourism & Leisure, Zero Carbon certification (Green Carbon by NDD), annual Renewable Energy certification (Libra Energia), and community programming through Dia Nacional da Alegria (3,200 children served in 2026). Customer segments span families with children (primary), organized excursion groups, event attendees, and overnight guests. Operations are private with no public listing, no disclosed parent, and no funding rounds in the data.

Name

Magic City

Legal name

Magic City Parques & Hotéis

Website

https://magiccity.com.br

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Magic City operates a 350,000 m² water park and leisure complex in Suzano, Greater São Paulo, Brazil, serving families, organized groups, event attendees, and overnight guests through day-use tickets, four lodging sub-brands, an annual Fun Card, themed events, and on-site F&B.

Ownership category

akta.pro rank

Product category

Water Park & Leisure Resort

NAICS

Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB)

akta.pro secondary industries

Resort & Hotel Water Parks (On-Property Guest-Access Parks) (THAAABAC), Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks) (THAJAEAF), Hot Springs, Lagoons & Water-Based Wellness (Thermal Pools, Floating Spas) (THAJAJAN)

Keywords

• Water park operations
• Family leisure resort
• Theme park attractions
• Hospitality accommodations
• Group excursions

Headquarters

HQ city

Suzano

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Day-Use Tickets: The park generates primary revenue from individual and group admission tickets to the water park. Pricing varies by date (weekday vs. weekend/holiday), with early purchase discounts available. Children under 2 years enter free; children 2-5 years pay a fixed rate.
2. Accommodation (Hospedagem): On-site lodging includes Pousada Magic City, Eko Suítes (ecological container units), Naturé Resort (56 premium apartments), and Pousada UPVille. Packages typically include park access, breakfast, and sometimes meals. Pricing starts from approximately R$24.70/night on promotional plans.
3. Fun Card (Annual Pass): Annual entrance pass offering unlimited park access for one year. The Fun Card provides benefits and exclusive discounts, targeting repeat visitors and frequent guests.
4. Events and Special Programming: Revenue from ticketed events including Pool Party da Véia (VIP camarote packages up to R$220), Magic Rock concerts featuring international artists, and themed festivals. Events generate additional spending on food, beverages, and merchandise.
5. Group Excursions and B2B: Special pricing for organized groups of 15+ visitors including school groups, senior tours, corporate events, and travel agencies. Pricing includes fixed per-person rates for tickets and food, with complimentary spots for drivers and group leaders.
6. Food and Beverage: On-site dining includes restaurant meals, specialty foods (Magic Burger combos, executive plates), and event-specific offerings. The park also hosts dining events like the Valentine's Day special dinner and holiday celebrations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Magic City operates a 350,000 m² water park and integrated leisure resort in the Mata Atlântica biome near São Paulo, combining more than seven waterslides, heated pools up to 40°C, hot springs, and a wave pool with four on-site accommodation brands (Pousada Magic City, Eko Suítes, Naturé Resort with 56 premium apartments, and Chalé Sublime luxury cabins). It sells day-use tickets, multi-night lodging packages, the recurring Fun Card annual pass, and ticketed signature events (Pool Party da Véia, Magic Rock, Arraiá do Magic) directly to consumers and organized groups via its own website, on-site box office, partner retail outlet, and dedicated group-sales team.

Product overview

Magic City is a leisure complex centered on a water park (Parque Aquático) set in 350,000 m² of Mata Atlântica in Suzano, São Paulo. It operates a park-plus-accommodations model with four lodging sub-brands (Pousada Magic City, Eko Suítes, Naturé Resort, Chalé Sublime), an annual pass (Fun Card), and themed guest areas (Vila Viking Germânia, Quarto do Rei). The complex also runs signature events including Magic Rock, Pool Party da Véia, and the annual Dia Nacional da Alegria (DNA). Environmental certifications (Certificação de Energia Renovável, Certificação Zero Carbon) and awards (Travelers' Choice, Prêmio Reclame Aqui) frame its sustainability and service commitments.

Differentiator

Problem solved

Functional benefit

Brands

• Naturé Resort: Premium accommodation resort with 56 apartments featuring solar heating and water reuse systems, located within the Atlantic Forest
• Eko Suítes
• Pousada Magic City
• Pousada UPVille
• Vila Viking Germânia
• Fun Card
• Maverik

Products and services

• Parque Aquático Magic City Water park set on 350,000 m² in the Mata Atlântica biome featuring more than 7 waterslides (Maverik — 18m tall 3-in-1 boogie-board slide; Nitro-X; Kamikaah; Tiroloka 130m zipline) plus heated pools up to 40°C, wave pool, hot springs, and children's pools. Open 10h–17h for day-use ticketing.
• Naturé Resort Premium 56-apartment eco-resort integrated within the park, with solar water heating, water reuse systems, and direct access to the water park; positioned for guests seeking sustainability-credentialed multi-night stays.
• Eko Suítes (Pousada Eko Suítes) Container-based ecological accommodation using dry construction with less waste and lower water use, equipped with solar energy and high-efficiency thermal treatment; each unit accommodates up to four guests with AC, minibar, and high-speed internet. Check-in from 16:00, check-out by 14:00.
• Pousada Magic City Rustic-style on-site lodging including themed rooms such as the Quarto do Rei Viking room; typical packages include park access, breakfast, and sometimes meals; check-in/check-out aligned with park operating hours.
• Chalé Sublime Luxury standalone cabin with queen bed, sofa bed, split AC, minibar, 40" LED TV, four-seat dining table, bathtub, central-heating shower, hair straightener, and Wi-Fi. Located ~600 m from reception via unpaved path; transfer service not provided.
• Vila Viking Germânia Nordic-themed exclusive guest area featuring heated pools up to 40°C, hydromassage, wet bar, and indoor heated pool — offered in partnership with Germânia for the Vila Viking experience.
• Fun Card (Ingresso Anual) Annual unlimited-access pass to the Magic City water park with exclusive discounts and priority access to accommodations; priced at promotional R$233.75 (one-time or in installments).
• Pool Party da Véia Nostalgia-themed pool party (1960s–1980s music) co-branded with Energia 97FM featuring station DJs Silvio Ribeiro and Domenico Gatto; ticket tiers include baby ingresso (R$18), meia solidária (R$60 with food donation or student ID), inteira (R$120), and VIP Camarote Open Bar (R$220 with vodka, beer, energy drinks, sodas, water).
• Magic Rock Rock music event at the water park featuring national and international artists (including Marky Ramone of The Ramones in 2025); an all-ages concert experience bundled with park access.
• Dia Nacional da Alegria (DNA) Annual social event organized with SINDEPAT and ADIBRA hosting approximately 3,200 children from vulnerable communities (~14 municipalities) for a day of aquatic activities, meals, and entertainment, mobilized through 155 volunteers.
• Oceânica Attraction Newly inaugurated water-park attraction combining different aquatic experiences in a single ride structure for family use.

Quantifiable outcome

• Achieved top 10% ranking globally on TripAdvisor Travelers' Choice 2025
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Atlanta HawksminorStrategic or Co-development Partner · 26 February 2026Note: This partnership involves an Atlanta-based strip club named Magic City, not the Brazilian water park. The Atlanta Hawks planned a 'Magic City Night' promotional event for March 16, 2026, celebrating Atlanta's Magic City strip club as a cultural landmark. The event was canceled following criticism from NBA players including Luke Kornet.
• Energia 97FMcoreGTM or Marketing PartnerOngoing strategic partnership for Pool Party da Véia events. Radio station provides DJs (Silvio Ribeiro, Domenico Gatto), on-air promotion to station's audience, and event branding. Magic City provides venue and additional entertainment. Partnership has produced multiple editions (4th edition held April 2025).
• SINDEPAT (Sistema Integrado de Parques e Atrações Turísticas)coreStrategic or Co-development PartnerIndustry association partnership for Dia Nacional da Alegria (DNA) national mobilization. SINDEPAT coordinates participation of multiple parks across Brazil in events serving children from vulnerable communities. Magic City hosted the 2026 edition serving 3,200 children.
• ADIBRA (Associação das Empresas de Parques de Diversões do Brasil)coreStrategic or Co-development PartnerIndustry association partnership for Dia Nacional da Alegria national events. ADIBRA supports coordination of industry-wide social initiatives and access democratization programs.
• UnivenceminorStrategic or Co-development PartnerEnvironmental education partnership for Corrida da Reciclagem program. Univence coordinates participation of schools in recycling collection competitions, with Magic City sponsoring prizes (park tickets) for winning classes.
• Espécie ToursminorChannel Partner/ Reseller/ DistributorTravel agency partner operating point of sale at Shopping Aricanduva in São Paulo. Provides ticket sales and accommodation reservations for customers preferring in-person booking.
• Secretaria do Meio Ambiente de SuzanominorStrategic or Co-development PartnerMunicipal government environmental partnership supporting Semana do Meio Ambiente activities. Authority donated seedlings for planting activities and shared knowledge on environmental preservation.
• HCIminorGTM or Marketing PartnerCorporate sponsor for Semana do Meio Ambiente activities, contributing giveaway items for environmental education programming.
• Germânia (Vila Viking)minorStrategic or Co-development PartnerPartnership bringing Viking-inspired beer garden experience to Magic City's exclusive guest area. Provides Germânia draft beer and themed hospitality within Vila Viking Germânia attraction.
• Fundo Social de Solidariedade de SuzanominorStrategic or Co-development PartnerMunicipal social welfare foundation partnership for community events. Participated in Dia Nacional da Alegria 2026 with President Deborah Raffoul Ishi attending as special guest.
• Marky RamoneminorGTM or Marketing PartnerInternational performing artist (legendary drummer of The Ramones) performed at Magic Rock 2025 event. One of four shows on his Brazil tour.
• Father Milk ReunionminorGTM or Marketing PartnerMusical artist performing at Pool Party da Véia and Magic Rock 2025 events, providing entertainment as part of event programming.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Beach Park: Beach Park is Brazil's largest water park and resort complex based in Aquiraz (Ceará), operating multiple parks, hotels, and attractions. It is Magic City's most direct domestic competitor, frequently cited alongside Magic City in Brazilian tourism rankings (e.g., Reclame Aqui large-operations category).
• Hot Park Rio Quente Resorts: Hot Park is the flagship water park of the Rio Quente Resorts complex in Goiás, combining hot springs, water slides, and integrated lodging. Comparable in park-plus-resort and heated-water positioning to Magic City, with similar Brazilian leisure-vacation customer overlap.
• Wet'n Wild: Wet'n Wild operates water parks in multiple Brazilian states (São Paulo, Pernambuco, Rio) under a globally recognized brand. Direct competitor in the standalone water-park category targeting families in Brazilian metropolitan markets.
• Thermas de Águas de Lindóia: Thermas de Águas de Lindóia is a water park and hot springs complex in São Paulo state. Comparable scale and thermal-water positioning to Magic City's heated pools and Hot Springs attractions, serving the same Greater São Paulo catchment.
• Thermas dos Laranjais: Thermas dos Laranjais is a major water-park and hot-springs complex in Olímpia (São Paulo state), one of Magic City's closest regional competitors. Direct overlap on thermal waters, family positioning, and São Paulo-state catchment.

Broad incumbents

• Beto Carrero World: Beto Carrero World is Brazil's largest theme park, located in Penha (Santa Catarina), with integrated water attractions and accommodations. Operates at a broader amusement-park scale than Magic City but overlaps directly in family-visit, day-trip, and multi-attraction catering.
• Six Flags: Six Flags is a global amusement-park operator operating multiple parks with integrated water-park divisions (e.g., Hurricane Harbor). Provides a useful broad-incumbent benchmark for leisure-attraction positioning, scale economics, and park-plus-events programming.
• Hopi Hari: Hopi Hari is one of Brazil's largest theme parks, located in Vinhedo (São Paulo state). Comparable as a São Paulo-region amusement destination pursuing similar family segments, though its primary offering is land-based rides rather than water attractions.

Regional players

• Aquashow: Aquashow is a leading water park in the Algarve, Portugal, combining slides, wave pools, and on-site hotel. Comparable park-plus-lodging model and Iberian/Spanish-speaking visitor base make it a relevant international benchmark even though geography differs.

Emerging players

• Siam Park: Siam Park in Tenerife is consistently ranked among the world's best water parks and sets sustainability-themed standards for the category. Comparable to Magic City on premium positioning, waterslide innovation, and ESG narrative, with broader international recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubem.youtube.com/user/magicmkt
• Facebookfacebook.com/magiccityoficial
• Instagraminstagram.com/magiccitybr
• Xx.com/magiccitybr

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magic City