What Heide-Park does

Heide-Park Soltau GmbH operates Heide Park Resort, Northern Germany's largest amusement park, located in Soltau in the Lüneburg Heath region of Lower Saxony. The resort features over 30 attractions centered on the Big 7 major roller coasters, with the flagship Colossos – Kampf der Giganten wooden roller coaster celebrating its 25th anniversary in 2026. Licensed themed areas — DreamWorks' How to Train Your Dragon (Drachenzähmen – Die Insel), Peppa Pig Land, and Ghostbusters 5D — target families across age segments. On-site accommodation comprises the Abenteuerhotel (Adventure Hotel) with themed rooms and the Holiday Camp with cabin-style lodging, enabling multi-day resort stays. The park employs 501–1,000 staff and is a wholly-owned subsidiary of UK-based Merlin Entertainments Limited.

The business operates a hybrid direct-to-consumer and event-driven GTM. The primary sales channel is heide-park.de and the Heide Park Resort mobile app (iOS and Android), powered by the Accesso ticketing platform. Tickets start from €28/person (Sommer-Vorteils-Ticket for 3+ tickets), annual passes from €59/person (Merlin Abenteuer-Pass), and accommodation from €45/person. The pricing model combines one-time transactional revenue (day tickets, F&B, retail, Express Ticket queue-skip add-on, Foto-Pass) with subscription/recurring revenue (annual passes, accommodation packages). Payment processing uses PayPal, Klarna, and credit card. Customer relationship management runs on Zendesk, and the mobile app integrates interactive park maps, real-time wait times, ticket storage, and in-app booking. Walk-up day-visitor sales, group and school bookings, bus partner programs, and corporate events (via /firmen/) supplement the digital channels.

Heide Park is part of Merlin Entertainments' global network of 100+ attractions and 20+ hotels/villages across 30 countries, benefiting from cross-park promotion through the Merlin Annual Pass ecosystem and shared group technology and marketing infrastructure. Marketing channels span paid search (Google Ads), paid social (Meta, TikTok, Pinterest), affiliate (AWIN), email/newsletter, YouTube/Instagram/Facebook/TikTok organic, and seasonal event programming (Piratenfest, Pyro Games, Late Rides, Halloween). The park is led by Managing Directors Peter Dunn and Matthew Jowett, with no disclosed external funding, ownership changes, or independent M&A signals.

Name

Heide-Park

Legal name

Heide-Park Soltau GmbH

Website

https://heide-park.de

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Heide-Park Soltau GmbH operates Heide Park Resort, Northern Germany's largest amusement park in Soltau, offering 30+ attractions, the Big 7 roller coasters, licensed themed areas (How to Train Your Dragon, Peppa Pig, Ghostbusters), and on-site Abenteuerhotel and Holiday Camp accommodation, serving families, thrill-seekers, school groups, and Merlin Annual Pass holders as a subsidiary of Merlin Entertainments.

Ownership category

akta.pro rank

Product category

Amusement Park / Theme Park Resort

NAICS

Amusement and Theme Parks (713110), Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)

akta.pro secondary industries

Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks) (THAJAEAF), Amusement Parks & Theme Parks (THAAAAAA)

Keywords

• Amusement park resort
• Theme park attractions
• Roller coaster entertainment
• Themed park experiences
• Family leisure resort

Headquarters

HQ city

Soltau

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Tickets: Individual day admission tickets starting at €28 per person (summer promotional rate for 3+ tickets). Standard pricing varies by season. Primary revenue driver for day visitors.
2. Annual Passes / Jahreskarten: Merlin Abenteuer-Pass and other annual pass products. Annual passes sold from €59 per person (summer sale). Includes exclusive benefits, discounts, and event access. Drives repeat visits and customer loyalty.
3. Accommodation (Abenteuerhotel & Holiday Camp): On-site hotel and camp stays. Adventure Hotel (themed rooms) and Holiday Camp (cabins). Packages include park entry; current summer offer: 2 days park entry for children free with accommodation bookings until July 12. Stays from €45 per person.
4. Food & Beverage: On-site restaurants and cafes catering to park visitors. Dedicated allergen information available. Part of the overall guest experience revenue.
5. Retail / Souvenirs: On-site shops and online shop (shop.heide-park.de) selling souvenirs, branded merchandise. Merchandise sales as incremental revenue.
6. Add-Ons & Premium Experiences: Express Ticket (queue skip), Digitaler Foto-Pass (digital photo pass), parking, birthday packages. Upsell/cross-sell products enhancing per-visitor revenue.
7. Group & School Bookings: Dedicated group ticketing and school programs. Bus partner program for travel group operators. Corporate events and celebrations.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels13 records

Core offering

Heide-Park Soltau GmbH operates Northern Germany's largest amusement park resort in Soltau, Lower Saxony, featuring 30+ attractions including the Big 7 major roller coasters and IP-licensed themed areas (Peppa Pig Land, How to Train Your Dragon – The Island, Ghostbusters 5D, Mission Meeresgrund), complemented by on-site Adventure Hotel and Holiday Camp accommodations, food and beverage, souvenir retail, seasonal events, and premium add-ons (Express Ticket, Digitaler Foto-Pass). Its flagship is the Colossos – Kampf der Giganten wooden roller coaster, celebrating 25 years of operation in 2026, and the resort sells tickets, annual passes, hotel stays, and F&B directly to consumer visitors.

Product overview

Heide Park Resort is northern Germany's largest amusement park operated by Heide-Park Soltau GmbH, a subsidiary of Merlin Entertainments. The resort operates as a unified platform offering theme park entertainment combined with on-site accommodation. Core offerings include over 30 attractions centered around the Big 7 major roller coasters, with flagship roller coaster Colossos celebrating its 25th anniversary. The product portfolio is organized around themed areas (Peppa Pig Land, Drachenzähmen - Die Insel, Ghostbusters 5D), ticketed experiences (day tickets from €28, annual passes from €59), and accommodation options (Abenteuerhotel with interactive themed rooms, Holiday Camp with themed huts). Additional revenue streams include dining, retail shops, Express Tickets for queue skipping, and seasonal events. The companion mobile app integrates park navigation, real-time wait times, and ticket management. The resort targets families, thrill-seekers, and school groups with tiered pricing and package offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Peppa Pig Land: A dedicated themed area for young children featuring Peppa Pig characters and attractions.
• Drachenzähmen - Die Insel
• Colossos - Kampf der Giganten
• Merlin Abenteuer-Pass
• Abenteuerhotel
• Holiday Camp

Products and services

• Heide Park Resort (theme park admission) Northern Germany's largest amusement park resort featuring 30+ attractions including the Big 7 major roller coasters (anchored by Colossos – Kampf der Giganten) and IP-licensed themed areas. Day admission grants access to rides, shows, seasonal events and on-site dining and retail, sold primarily to consumer visitors.
• Tages-Tickets (Day Tickets) Single-day admission tickets to Heide Park Resort. Online Sommer-Vorteils-Ticket priced from €28 per person for 3+ tickets; standard seasonal pricing disclosed at point of booking. Available via heide-park.de, the mobile app, and walk-up at the park entrance.
• Jahreskarten (Annual Passes) Annual passes providing unlimited park access throughout the year with exclusive benefits, discounts and event invitations for repeat visitors. Annual subscription model with summer sale pricing from €59 per person.
• Merlin Abenteuer-Pass (Merlin Annual Pass Germany) Multi-attraction annual pass issued through Merlin Entertainments that grants cross-park access to multiple Merlin attractions across Germany and Europe, including Heide Park Resort. Distributed via the Merlin Annual Pass portal and includes exclusive benefits, discounts and event access.
• Abenteuerhotel (Adventure Hotel) On-site themed hotel at the resort featuring interactive themed rooms for overnight stays. Vacation packages typically bundle park entry with accommodation; current summer offer includes free park entry for children up to 11 years and a Kurztrip Spar Deal.
• Holiday Camp On-site campground accommodation featuring themed huts/cabins for families. Available as part of Kurztrip (short trip) packages with park entry included; all-inclusive round care package options. Rates from €45 per person.
• Express Ticket Premium add-on that allows guests to skip regular queues at participating attractions for faster ride access, typically purchased alongside day tickets or annual passes.
• Digitaler Foto-Pass (Digital Photo Pass) Digital photo pass product that captures visitor images during rides and throughout the park for purchase as an add-on to a ticket or pass.
• Parking Paid vehicle parking at the resort, booked via vehicle registration through the Accesso ticketing system as an add-on to the visit.
• Seasonal Events & Entertainment Seasonal ticketed event programming including Piratenfest (Pirate Festival), Pyro Games, Late Rides evenings, and Halloween events with dedicated shows and themed entertainment, extending the park season and driving repeat visits.
• Corporate Events (Tagungen & Feiern) Corporate event service for meetings, conferences, team events and company celebrations hosted at on-site facilities, with optional park entry and group activities. Managed via the dedicated business portal at /firmen/.
• Group & School Bookings (Gruppen & Schulen) Dedicated group ticketing and programs for school excursions and other organized group visits, including bus partner offerings for travel group operators at /planen/gruppen/buspartner/.
• Online Shop (Souvenirs & Merchandise) E-commerce storefront at shop.heide-park.de selling souvenirs and branded Heide Park Resort merchandise, complementing on-site retail shops.
• Restaurants & Cafes (Food & Beverage) On-site restaurants and cafes catering to park visitors, with published allergen information for guests with dietary requirements.

Quantifiable outcome

• 30+ attractions and 7 major roller coasters (Big 7)
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Merlin Entertainments LimitedcoreOthersMerlin Entertainments Limited, headquartered at Link House, 25 West Street, Poole, BH15 1LD, UK, is the parent company of Heide-Park Soltau GmbH. Merlin operates over 100 attractions and 20 hotels/villages in 30 countries. Heide Park is part of the Merlin group, benefiting from the Merlin Annual Pass cross-selling ecosystem, shared technology platforms (Accesso ticketing, Zendesk CRM, Cloudflare CDN), and group marketing reach. The Merlin Datenschutzteam serves as the primary privacy contact for all group entities.
• Merlin Annual Pass (Germany)coreGTM or Marketing PartnerMerlin Annual Pass Germany portal allows cross-park access across multiple Merlin attractions. The pass program cross-promotes Heide Park to a broad multi-park audience in Germany and internationally.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Europa-Park: Germany's largest theme park, located in Rust. Operates a multi-attraction resort with on-site hotels, similar to Heide Park's model, and competes directly for German family leisure spend across the country.
• Phantasialand: Major German theme park in Brühl near Cologne. Comparable operating model with themed areas, roller coasters, and on-site hotel/resort integration; competes for the same domestic family segment.
• Movie Park Germany: German theme park in Bottrop built on Hollywood-style licensed IP. Comparable to Heide Park in reliance on IP-driven theming and overlapping mid-market German family audience.
• Legoland Deutschland: Sister Merlin Entertainments park in Günzburg, Germany. Directly comparable as a Merlin subsidiary German theme park targeting families, sharing annual pass ecosystem and group technology platforms.
• Hansa-Park: Independent theme park in Sierksdorf, Northern Germany, on the Baltic coast. Closest direct regional competitor to Heide Park for the Northern German day-trip and short-stay family market.
• Efteling: Large Dutch theme park and resort with fairy-tale theming and on-site accommodation. Comparable European family theme park with integrated hotel offering and similar target demographic.
• Tripsdrill: German theme park in Baden-Württemberg with on-site themed hotel and woodland theming. Comparable mix of thrill rides, family attractions, and integrated lodging.

Broad incumbents

• Alton Towers: Sister Merlin Entertainments theme park resort in the UK with on-site hotel and major roller coasters. Comparable resort-style operation and shared Merlin technology and pass ecosystem.
• Chessington World of Adventures: Sister Merlin Entertainments UK theme park with on-site hotel and licensed IP theming. Highly comparable as a Merlin resort park with similar demographic and product mix.
• Tivoli Gardens: Historic Copenhagen amusement park with hotels, seasonal events, and ticketed admissions. Comparable Northern European leisure destination model with mixed thrill/family attractions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/HeideParkResort
• Facebookfacebook.com/heideparkresort
• Instagraminstagram.com/heideparkresort
• TikToktiktok.com/@heideparkresort
• Xx.com/heideparkresort

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Heide-Park