AQUA Akvarium & Dyrepark

What AQUA Akvarium & Dyrepark does

AQUA Akvarium & Dyrepark is a self-governing Danish non-profit institution (selvejende institution) that operates Northern Europe's only freshwater aquarium and wildlife park at Vejlsøvej 55 in Silkeborg, Søhøjlandet. The facility spans four indoor exhibit floors plus an outdoor wildlife park and shelters, with proprietary interactive features including the Gudenå-universet (a five-zone recreation of Denmark's longest river from source to outlet), Vandets Kraft outdoor water playground, and a Night Aquarium / shelter overnight program. The institution was officially recognized in 1999 by the Danish Ministry of Education as a Videnspædagogisk Aktivitetscenter (science-education activity center) and serves as Denmark's designated otter center and invasive species center.

The company monetizes through a multi-stream consumer model: one-time admission (adults 199 DKK, children 129 DKK, with 10% online discount), annual subscriptions (adult 399 DKK, child 249 DKK, pensionist 280 DKK) that unlock reciprocal discounts across 14+ Danish partner attractions, premium paid experiences (otter feeding 499 DKK, guided tours 1,250 DKK, behind-the-scenes tours 2,500 DKK, overnight in aquarium 5,500 DKK), summer camps (1,395 DKK), corporate event packages (Walk 'N' Dine 750–1,250 DKK per person), on-site F&B (Café Dråben, Foderbrættet, AQUA-Caféen), and tiered corporate sponsorships plus voluntary 200 DKK donations. A subsidiary, Ferskvandscentret, supports freshwater research and B2B professional services.

The primary customer base is Danish families with children, school groups (approximately 10,000 K-12 students annually, with free admission for Silkeborg Municipality schools), corporate groups, regional tourists, and summer-camp attendees aged 7–12. The institution markets direct-to-consumer via shop.visitaqua.dk and visitaqua.dk, distributes through DAZA partner attractions and regional hotel bundles, and conducts school outreach aligned with the Danish national curriculum in biology and environmental science. Leadership comprises CEO Lisbeth Skovmand Høgh and a board chaired by Frank Borch-Olsen that includes representatives from Silkeborg Byråd, Aarhus Universitet, Dansk Kyst- og Naturturisme, Nordea, and SCAN AUTO & DYBBROE GROUP.

Name

AQUA Akvarium & Dyrepark

Legal name

Den selvejende institution AQUA Akvarium & Dyrepark Ferskvandsakvarium

Website

https://visitaqua.dk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

AQUA Akvarium & Dyrepark is a Danish non-profit operating Northern Europe's only freshwater aquarium and wildlife park in Silkeborg, delivering curriculum-aligned nature education to families, ~10,000 school children annually, tourists, and corporate groups through admissions, annual passes, and paid experiences.

Ownership category

akta.pro rank

Product category

Aquarium and Wildlife Park Visitor Attractions

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190), Zoos and Botanical Gardens (712130)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

akta.pro secondary industries

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Wildlife Sanctuaries, Conservation Parks & Reserves (Visitor Operations) (THAAAAAG), Aquatic Family Entertainment Centers (Splash Pads, Aquatic Playgrounds, Swim Parks) (THAJAEAL), River & Wetland Ecotours (Canoe/Kayak, Mangrove/Swamp Tours) (THAAAEAE)

Keywords

• Freshwater aquarium experiences
• Wildlife park attractions
• Nature education programs
• Animal encounter experiences
• School field trip visits

Headquarters

HQ city

Silkeborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Admission Tickets: One-time admission fees for individual visitors. Adults 199 DKK, children 3-11 years 129 DKK. Group rates available for 20+ and 50+ persons. Online tickets offer 10% discount.
2. Annual Passes: Recurring membership revenue. Adult annual pass 399 DKK, child pass 249 DKK, pensionist 280 DKK. Provides free unlimited entry for one year plus partner discounts at 14+ other Danish attractions.
3. Experiences and Activities: Premium experiences including otter feeding (499 DKK), guided tours (1250 DKK), behind-the-scenes (2500 DKK), overnight in aquarium (5500 DKK), canoe tours, kaag trips, and business team events.
4. Food and Beverage: On-site dining through Café Dråben (buffet and burgers), Foderbrættet (snacks), and AQUA-Caféen. Catering for groups and events.
5. Summer Camps: Week-long nature camps for children ages 7-12 during summer holidays. Price 1395 DKK per child.
6. Corporate Sponsorships: Multiple sponsorship tiers (Malle, Ørred, Aborre, Hundestejle) with associated advertising benefits and event access. Includes corporate event hosting and venue rentals.
7. Donations: Voluntary donations of 200 DKK encouraged at visits. Major donor from Folkesparekassens Fond for biodiversity education projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

AQUA Akvarium & Dyrepark operates a freshwater aquarium and wildlife park in Silkeborg, Denmark, offering visitors nature-based educational and recreational experiences across four indoor floors and outdoor wildlife areas. Core offerings include admission tickets and annual passes for park access, premium guided experiences (otter feeding, animal keeper programs, behind-the-scenes tours), overnight stays (Night Aquarium, shelter accommodation), seasonal summer camps for children, curriculum-aligned school programs, and corporate event packages. The park also houses on-site dining venues (Café Dråben, Foderbrættet, AQUA-Caféen) and functions as a Danish Ministry of Education-recognized science education activity center.

Product overview

AQUA Akvarium & Dyrepark is Northern Europe's only freshwater aquarium and Denmark's only wildlife park offering dry-shod access to the bottom of a lake. The experience center operates as a unified product portfolio centered on Danish nature education and wildlife experiences. Core products include admission tickets and annual passes providing park access. The add-on module system offers structured experiences including animal feeding sessions (Otter Feeding, Animal Feeder experiences), overnight stays (Night in the Aquarium, Shelter Overnight), outdoor activities (canoe tours, fishing trips, boat tours), educational programs for schools, summer camps for children, and corporate event packages (AQUA Walk 'N' Dine, birthday parties). Supporting services include on-site dining through Café Dråben, Foderbrættet, and AQUA-Caféen. The facility is recognized by the Ministry of Education as a science education activity center and participates in conservation research, particularly regarding otters and biodiversity.

Differentiator

Problem solved

Functional benefit

Products and services

• Admission Tickets (Entrébilletter) Day admission tickets for individuals and groups to visit the aquarium and wildlife park, with online discounts and tiered group pricing.
• Annual Pass (Årskort) Yearly membership offering unlimited visits to AQUA plus 50% off entry at 14+ partner Danish attractions and various discounts on food and merchandise, available for adults, children, and pensioners.
• Otter Feeding (Odderfodring) Premium 30-minute experience feeding the otters alongside an animal keeper, including behind-the-scenes access and preparation of otter food; suitable for up to 2 persons.
• Summer Camps (Sommer-camps) Week-long immersive nature camps for children ages 7-12 during summer holidays, offering hands-on animal care experience, canoe trips, fishing, campfires, and behind-the-scenes park access.
• Educational Programs (Undervisningsforløb) Structured nature and science programs for school groups from grades 0-10 and youth education, covering freshwater ecology, forest wildlife, fish and fishing, and outdoor survival skills, aligned with Danish National Curriculum.
• Night in the Aquarium (Nat i Akvariet) Overnight school camp experience sleeping among fish and animals in the aquarium with guided activities, animal feeding, and exclusive after-hours park access.
• Guided Canoe Tour (Guidet kanotur) Guided canoe tour on Silkeborg Lakes of approximately 2.5 hours with experienced guides, accommodating 4-18 participants, with optional 25% combined admission discount.
• Children's Birthday Parties (Børnefødselsdag) Guided birthday party packages including animal feeding, guided tours, and optional catering at the café, designed for children ages 3-11.
• AQUA Walk 'N' Dine Corporate event experience combining gastronomic dining with nature activities at multiple stations with customized themes, accommodating 20-120 participants.
• Guided Tours (Rundvisninger) Guided tours of the aquarium and wildlife park led by expert guides, including standard tours and exclusive behind-the-scenes experiences.
• Animal Keeper for a Morning (Dyrepasser for en formiddag) 2.5-hour exclusive experience working alongside animal keepers, including food preparation, feeding, and enclosure maintenance for up to 2 participants.
• Animal Feeder Experience (Fodermester i AQUA) 45-minute feeding experience with AQUA's animal feeder before park opening, with exclusive access to feed various animals for 2-6 participants.
• Shelter Overnight Stays (Shelterovernatning) Family and group overnight accommodation in specially designed shelters in the park, including guide services, animal feeding, evening nature walks, and park entrance for two days.
• First Fishing Trip (Din første fisketur) Beginner fishing experience with guides providing equipment, bait, and fishing license, suitable for families with children.
• On-site Dining (Café Dråben, Foderbrættet, AQUA-Caféen) On-site food and beverage services including buffet restaurant, café near the playground, and aquarium café offering coffee, snacks, ice cream, and group/event catering.

Quantifiable outcome

• 2.5M+ total visitors since 1993
• +3 more outcomes

Named customers2 records

Segments5 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

17 partnerships are on record, tiered major donor, preferred partner, regional partner, core, research partner, certification body, internal, partner attraction and minor sponsor.

• Folkesparekassens Fondmajor donorOthersMajor donor supporting AQUA's biodiversity education projects. Funding enabled establishment of three large interactive exhibit elements with educational signage focused on climate and biodiversity through playful learning.
• Vejlsøhus Hotel & Konferencecenterpreferred partnerGTM or Marketing PartnerPreferred hotel partner adjacent to AQUA. Provides breakfast buffet for shelter overnight guests, catering for corporate events (Walk 'N' Dine), and bundled accommodation packages including park entrance.
• Silkeborg Businessregional partnerGTM or Marketing PartnerRegional business organization supporting local commerce. Listed as sponsor of AQUA, indicating mutual support for regional economic development.
• DAZA (Danske Akkrediterede Zoos og Akvarier)coreStrategic or Co-development PartnerNational association of Danish accredited zoos and aquariums. Coordinates annual DAZA weekend events, promotes animal welfare, conservation, and nature education standards. AQUA hosts DAZA weekend annually with reciprocal benefits for members.
• Aarhus Universitetresearch partnerStrategic or Co-development PartnerAcademic partner in 'Fokus på Mårdyr' (Mustelid Project) studying Danish mustelids including otters, minks, martens, and badgers. Research collaboration on species monitoring and conservation.
• Danmarks Naturfredningsforeningresearch partnerStrategic or Co-development PartnerPartner in 'Fokus på Mårdyr' project to improve knowledge about mustelid species in Denmark through citizen science and specimen collection.
• Danmarks Jægerforbundresearch partnerStrategic or Co-development PartnerPartner in mustelid research project, contributing hunter network for wildlife observations and specimen collection.
• Dyrenes Beskyttelseresearch partnerStrategic or Co-development PartnerPartner in mustelid conservation and research project, contributing animal welfare expertise.
• Green Attractioncertification bodyOthersEnvironmental certification organization. AQUA achieved Green Attraction certification in 2023 following documentation of sustainability practices.
• Café DråbeninternalStrategic or Co-development PartnerOn-site restaurant operated by Ferskvandscentret (Freshwater Center), providing catering for groups, school visits, and daily buffet service. Email: [email protected]
• Kattegatcentretpartner attractionGTM or Marketing PartnerReciprocal 50% discount for annual pass holders. Cross-promotional partner in Danish attraction network.
• Nordsøen Oceanariumpartner attractionGTM or Marketing PartnerReciprocal 50% discount for annual pass holders. Cross-promotional partner in Danish attraction network.
• Randers Regnskovpartner attractionGTM or Marketing PartnerReciprocal 50% discount for annual pass holders. Cross-promotional partner in Danish attraction network.
• Den Gamle Bypartner attractionGTM or Marketing PartnerReciprocal 50% discount for annual pass holders. Cross-promotional partner in Danish attraction network.
• Universepartner attractionGTM or Marketing PartnerReciprocal 50% discount for annual pass holders. Cross-promotional partner in Danish attraction network. Requires advance booking.
• Deloitteminor sponsorOthersProfessional services firm listed as sponsor, providing potential advisory services.
• LINAK Danmark A/Sminor sponsorOthersActuator and lifting solutions company. Listed as sponsor with other local/regional businesses.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Kattegatcentret: Public aquarium and marine center in Grenaa, Denmark, part of AQUA's reciprocal 50% partner discount network. Closest direct peer — Danish aquarium operator with educational programs, animal experiences, and similar school group offerings.
• Naturama: Natural history museum and nature center in Svendborg, Denmark, in AQUA's partner network. Comparable Danish nature education and wildlife attraction with schools-targeted programming.
• Randers Regnskov: Indoor tropical rainforest and wildlife park in Randers, Denmark, also in AQUA's partner discount network. Comparable as a Danish nature/educational attraction with indoor exhibits, animal encounters, and school programming targeting the same family demographic.
• Nordsøen Oceanarium: North Sea Oceanarium in Hirtshals, Denmark, part of AQUA's partner network. Comparable Danish marine/aquarium attraction with educational programs and family visitor model.
• Fjord & Bælt: Marine research and visitor center in Kerteminde, Denmark, in AQUA's partner network. Comparable as a Danish marine wildlife and educational attraction with research ties and animal encounter programming.

Broad incumbents

• Copenhagen Zoo: Largest zoo in Denmark and Scandinavia, DAZA member. Comparable Danish zoo operator with extensive educational programming and conservation research partnerships at much greater scale.
• Den Blå Planet (National Aquarium Denmark): Denmark's national saltwater aquarium in Copenhagen, the country's largest aquarium destination. Directly comparable as a Danish aquarium operator competing for the same family/school market, though it focuses on saltwater species versus AQUA's freshwater niche.
• Odense Zoo: Major Danish zoological park in Odense, DAZA member. Comparable Danish zoo/aquarium operator competing for the same regional family tourism market, though broader in scope than AQUA's freshwater focus.
• Givskud Zoo: Danish zoological park with safari and big-game focus, DAZA member. Comparable Danish zoo operator competing for family and educational visits, particularly in Jutland near AQUA's Silkeborg base.

Regional players

• Universe (Science Park): Danish science and experience park in Ribe, in AQUA's partner network. Comparable Danish educational attraction with family experiential offerings, though science-focused rather than wildlife-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/visitaqua
• LinkedInlinkedin.com/company/aqua-akvarium-og-dyrepark

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 AQUA Akvarium & Dyrepark