What Leolandia does

Leolandia is a privately held Italian theme park operating since 1971 in Capriate San Gervasio, Bergamo, between Milan and Bergamo. The park is structured under two legal entities — Leolandia S.p.A. (operating, Bergamo) and Leolandia Viaggi S.R.L. (sole-shareholder holding, Rome). It operates 8 themed areas (Minitalia, Cowboy Town, Riva dei Pirati, Draghi e Leggende, PJ Masks City, La Foresta di Masha e Orso, Baia dei Piccoli Surfisti, and Crazy Circus) with over 50 rides and attractions, plus a 160-monument scale replica of Italy (Minitalia), an 880-species aquarium, animal encounters, and licensed character experiences featuring Bluey, Masha and the Bear, PJ Masks, Thomas & Friends, and Bing.

The commercial model is multi-product and largely direct-to-consumer: fixed-date and open-date admission tickets (from €30.50), Season Pass and Summer Pass subscriptions, LeoPass skip-the-line add-on, LeoVip/LeoVip Plus premium experiences (€150–€180/person), Parco + Hotel vacation packages with partner hotels (from €49.90/person), birthday party packages, and on-site F&B and merchandise. B2B channels include dedicated sales for school trips (€35–€39.50 per head for 25+ groups), group tour operators (via a registered intermediary portal), and corporate/MICE events near Milan and Bergamo. Payment infrastructure integrates PayPal and Scalapay for interest-free installments.

Technology is conventional: a multi-language e-commerce booking platform, a travel-agency intermediary portal, an email newsletter, and a customer-concierge service (LeoConcierge). No proprietary software platform, AI/ML capabilities, or data flywheel is disclosed. Marketing relies on website SEO, social media, seasonal event programming (Crazy Summer Nights, themed seasons such as HalLEOween and Christmas), and B2B direct sales. Recent strategic emphasis is on premium-tier yield expansion (Reversum roller coaster for 2026, LeoVip tiers, anniversary programming) and integrated vacation packaging with partner hotels.

Name

Leolandia

Legal name

Leolandia Viaggi S.R.L. Società a socio unico

Website

https://leolandia.it

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

Leolandia is a privately held Italian theme park founded in 1971 in Capriate San Gervasio, Bergamo, operating 50+ attractions across 8 themed areas, serving families with children through admission tickets, season passes, premium VIP experiences, and integrated hotel packages.

Ownership category

akta.pro rank

Product category

Amusement Park Entertainment

NAICS

Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA)

akta.pro secondary industries

School Group & Curriculum-Led Trips (THAKAGAB), Cultural & Community Festivals (Ticketed) (THAJAFAI)

Keywords

• Theme park operations
• Family entertainment center
• Amusement park attractions
• Character licensing experiences
• Children's amusement park

Headquarters

HQ city

Capriate San Gervasio

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Park Admission Tickets: Primary revenue stream from ticket sales including fixed-date tickets, open-date tickets, season passes, and summer passes. Tickets are priced by height (children under 89cm enter free, reduced price for 90-119cm, full price for 120cm+).
2. Food and Beverage: On-site restaurants and food service including Caffè Minitalia, Serra Italia, Tana dei Trapper, and various food stands throughout the park.
3. Merchandise: Park gift shops selling branded merchandise, souvenirs, and memorabilia.
4. Park + Hotel Packages: Vacation packages combining park admission with partner hotel accommodations starting from €49.90 per person. Includes 2 days at park plus 1 night accommodation.
5. LeoVip Experiences: Premium VIP experiences including dedicated staff support, priority access, reserved seating, photo opportunities with cartoon characters. LeoVip from €150/person, LeoVip Plus from €180/person.
6. LeoPass Skip-the-Line: Priority access add-on to reduce wait times at attractions. Sold as a single-rate add-on to park tickets.
7. Birthday Party Packages: Celebration packages including cake, reserved tables, and stage experience with mascot characters Leo and Mia. Customizable with additional services.
8. B2B/Corporate Events: MICE services including meetings, team building, corporate events, and photo/video shoots for businesses. Located near Milan and Bergamo.
9. School Trips: Educational visits for schools with group rates (€35 low season, €39.50 high season for groups of 25+). Includes Minitalia, animal world, and attractions.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Leolandia operates a single-site Italian family theme park featuring over 50 rides and attractions across eight themed areas, plus live shows and character meet-and-greets under licensed children's brands. It sells admission tickets, season passes, skip-the-line add-ons, premium VIP experiences, Park + Hotel vacation packages, birthday party hosting, school-trip programs, group outings, and corporate/MICE event services. The core deliverable is a paid day-visit or multi-day entertainment experience for families with children aged 0–12, with ancillary F&B, merchandise, and photography revenue on-site.

Product overview

Leolandia is an Italian theme park for children and families located in Capriate San Gervasio, Bergamo, celebrating its 55th anniversary in 2026. The park offers a portfolio of interconnected products and services centered around its core admission tickets (Fixed-Date Tickets, Open Date Tickets) and passes (Season Passes, Summer Pass, LeoPass for priority access). The offering extends to premium experiences (LeoVip, LeoVip Plus, LeoVip Birthday packages), vacation packages (Parco + Hotel), and event services (birthday parties, school trips, corporate events, photo shoots). The park features 8 themed areas and over 50 attractions including the 2026 addition Reversum roller coaster, live shows, and character meet-and-greets with popular cartoon brands (Bluey, Masha e Orso, PJ Masks, Bing, Thomas & Friends). Customers can purchase add-ons like the LeoPass skip-the-line service and exclusive experiences, with payment integration through PayPal and Scalapay installment options.

Differentiator

Problem solved

Functional benefit

Brands

• LeoPass: Skip-the-line priority access pass for attractions
• LeoVip
• LeoVip Plus
• Summer Pass
• Season Passes
• Crazy Summer Nights
• Parco + Hotel

Products and services

• Biglietto a Data Fissa (Fixed-Date Ticket) Standard one-day admission ticket tied to a specific visit date, available online and at the park; priced from €30.50 with height-based tiers. Includes one free return visit during the 2026 season.
• Biglietto a Data Libera (Open-Date Ticket) Flexible admission ticket usable on any operating day up to January 6, 2027, plus one free return visit in the 2026 season. Priced by height tiers and includes special rates for law enforcement, over-65, and pregnant guests.
• Abbonamenti (Season Passes — Smart and Premium) Annual season passes for the 2026 season (valid until January 6, 2027) offered as Smart Pass and Premium Pass, with reduced rates for disabled guests and unlimited park access.
• Summer Pass 2026 Unlimited-visit pass for the summer 2026 season (April 25 – September 14, 2026), personal and non-transferable, with optional parking pass for €28 (5 entries).
• LeoPass (Skip-the-Line) Single-rate, one-day priority access add-on for attractions, sold separately from park admission. Available for guests over 90 cm.
• Parco + Hotel (Park + Hotel Package) Two-day park admission bundled with one night at a partner 3-star (or above) hotel; from €49.90 per person, with flexible cancellation up to 4 days before arrival.
• LeoVip Ticket Premium VIP experience from €150 per person (90 cm+): park admission, reserved parking, 3 hours of dedicated LeoStaff support, priority access, reserved show seating, lanyard and badge.
• LeoVip Plus Ticket Top-tier VIP experience from €180 per person: full-day dedicated LeoStaff accompaniment, all-day priority access, photo with cartoon characters, with add-ons like transfers, suite day-use, photo reportage, and magical transformations.
• LeoVip Birthday Customizable VIP birthday party package with personalized cake, reserved table, sweet/savory buffet options, and special appearance of cartoon characters.
• LeoVip Stay VIP-flavored Park + Hotel package at Top Class partner hotels, bundling premium LeoVip services with overnight accommodation for a carefree vacation.
• Feste di Compleanno (Birthday Party Packages) Birthday party package including a free ticket for the birthday child, cake, and a special photo with mascots Leo and Mia during their live show.
• Crazy Summer Nights Ticketed evening event held every Saturday in July with extended Crazy Circus area hours until 10 PM, DJ sets, attractions and food; afternoon tickets from 3 PM and evening-only tickets from 6 PM.
• School Trips (Gite Scolastiche) Educational group-visit program for elementary and preschool classes, including Minitalia, the Animal Kingdom, more than 30 rides, and educational workshops.
• Group Bookings (Comitive — Gite di Gruppo) Group outing package for parties of 25+ guests with flat per-person rates (€35 low season, €39.50 high season) and one free organizer entry; requires booking at least 15 days in advance.
• Meetings and Corporate Events (MICE) B2B service offering themed-area venues for corporate meetings, team-building events, company family days, and banquets, with professional cast and entertainment; bookings via [email protected].
• Photo Shooting and Video Production Paid photo and video production service in themed areas (Minitalia with 160 iconic monuments, Far West, Pirate settings, and park landscapes).
• Reversum Roller Coaster (new 2026 attraction) New 2026 roller-coaster attraction in the Crazy Circus area featuring rotation and speed on a single track, targeted at thrill-seeking older children and families.
• Shows and Entertainment (Live Performances) Ticketed-park live entertainment lineup including multiple themed shows (e.g., 'Il Drago della Sorgente', 'Masha e Orso intorno al mondo', 'Esplora con Bing', 'Buon Compleanno Leolandia' 55th-anniversary parade) and licensed-character meet-and-greets.
• Special LeoGuest Rates (Accessibility Program) Accessibility pricing program offering complimentary admission for children with disabilities and adults with mobility impairments, plus reduced-rate companion tickets upon Disability Card verification.

Quantifiable outcome

• 55 years of continuous operation celebrating 55th anniversary
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• PepsiminorOthersBeverage partner visible in logo section. Pepsi branded drinks available in park.
• AIC (Associazione Italiana Celiachia)minorOthersCeliac association partnership ensuring gluten-free food options available in park restaurants for guests with celiac disease.
• San BernardominorOthersBeverage/food partner visible in logo section. May provide products for park restaurants.
• PrimigiminorOthersChildren's footwear brand partnership. May provide merchandise or co-branded products.
• Plenitude (Eni)minorOthersEnergy company (Eni subsidiary) visible in logo section. May provide energy services or co-marketing.
• Top Class Partner HotelscoreStrategic or Co-development PartnerNetwork of 3-star (and above) partner hotels providing accommodation for Park+Hotel packages. Starting from €49.90 per person for 2 days park + 1 night hotel. Essential for vacation package offering.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Efteling: Dutch family theme park combining fairy-tale themes, rides, and shows for kids and families. Comparable in target demographic and storytelling-driven positioning.
• Rainbow Magicland: Italian theme park near Rome based on the Winx Club and Rainbow IPs, with character-driven attractions and family positioning. Comparable in scale and IP-licensing model to Leolandia.
• Mirabilandia: Major Italian theme park in Emilia-Romagna with similar family attractions and seasonal pricing model. Direct competitor for Lombardy/Veneto family day-trip budgets.
• Gardaland: Italy's largest theme park on Lake Garda, family-focused with character licensing (Peppa Pig) and similar rides/events structure. Most direct national competitor to Leolandia in the Italian family entertainment market.
• Plopsaland De Panne: Belgian family theme park built around licensed cartoon characters (Maya the Bee, Studio 100 IPs). Closest international analogue to Leolandia's character-licensing differentiation strategy.
• Cinecittà World: Italian film-themed amusement park near Rome with comparable scale and family positioning. Directly competitive for Italian day-trip family spend.
• LEGOLAND Billund: Original LEGOLAND family theme park in Denmark; similar child-focused (under 12) positioning and IP-driven attraction model. Relevant global benchmark for kid-targeted theme park economics.

Broad incumbents

• PortAventura World: Major Spanish resort with theme park, hotels, and golf, operating in the Mediterranean family market. Comparable integrated park + hotel model to Leolandia's bundled offering.
• Europa-Park: Germany's largest theme park, family-friendly but with broader age appeal and additional resort operations. A larger incumbent that competes for European family travel budgets.

Emerging players

• Movieland Park: Smaller Italian film-themed park near Garda. Compares on family positioning and Italian regional day-trip market but with a more focused content niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Leolandia