What Paultons Park does

Paultons Park is a privately held, family-owned UK theme park operator founded in 1983 (originally as a country park) and headquartered on a 140-acre site in Ower, Romsey, Hampshire, on the edge of the New Forest National Park. The park generates revenue primarily through direct-to-consumer ticket sales via its website and mobile app (with mandatory pre-booking), supplemented by Annual Pass subscriptions across three tiers (Essential, Star, Premium from £172), on-site food and beverage, retail (including the UK's only dedicated Peppa Pig Toy Shop), corporate and school group bookings, and ancillary services such as stroller hire, locker rentals, photo passes, and short-break packages distributed through a Holiday Extras partnership. The core product is a unified park admission ticket (from £41 per person) granting access to six themed worlds: Peppa Pig World (operating under exclusive Hasbro licensing — the UK's only authentic Peppa Pig theme park), Tornado Springs, Lost Kingdom, Valgard: Realm of the Vikings, Critter Creek, and Wild Lands, collectively featuring over 70 rides and attractions alongside a zoo with 90+ animal species. Secondary revenue streams include VIP packages, group tickets (15+ guests), school-trip programmes led by a dedicated education team, and seasonal events including Halloween Spooktacular and Christmas at Paultons (with a chargeable Santa's Grotto). The technology stack is operations-focused: a digital booking platform with QR-code entry, an official mobile app offering interactive maps, live queue times, digital Annual Pass access, and ride photo retrieval via Paultons Passport, proprietary weather monitoring for dynamic ride operations, and BNPL integrations (Clearpay, Klarna) to reduce purchase friction. Distribution is omnichannel direct (website/app) supplemented by Klook for international visitors and Holiday Extras for accommodation bundles, with an external marketing footprint spanning organic social, content marketing, email, and online advertising.

Name

Paultons Park

Legal name

Paultons Park Limited

Website

https://paultonspark.co.uk

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Paultons Park is a family-owned UK theme park operating a 140-acre site in Hampshire, serving approximately 1 million visitors annually through direct-to-consumer ticketing, Annual Pass subscriptions, on-site food and retail, and group bookings, with six themed worlds built around an exclusive Peppa Pig World license from Hasbro.

Ownership category

akta.pro rank

Product category

Family Theme Park

NAICS

Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

Keywords

• Family theme park
• Rides and attractions
• Themed entertainment
• Theme park admission
• Family day out

Headquarters

HQ city

Romsey

HQ country

United Kingdom

HQ region

Europe

Offices1 record

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. Admission Tickets: Day tickets sold online in advance; children under 1 metre enter free; two-day tickets available with up to 30% discount
2. Annual Passes: Digital annual passes (Essential, Star, Premium tiers) with varying access levels, discounts on food/retail, and season benefits
3. Food & Beverage: Multiple dining outlets across park including Wild Forest Restaurant, Route 83 Diner, fast food kiosks, and coffee shops; subsidised for staff
4. Retail & Souvenirs: Gift shops including dedicated Peppa Pig Toy Shop; online shop for souvenirs
5. Corporate & Group Events: Conference facilities, company away days, family fun days, exclusive evening events, and festive party nights
6. Short Break Packages: Partnership with Holiday Extras for hotel + park ticket packages; prices from £68pp for family of 4
7. Ancillary Services: Stroller hire (£10-14), locker rentals (£1-8), mobility scooter hire, photo passes, VIP packages, Santa's Grotto

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Paultons Park operates a 140-acre family theme park in Hampshire, UK, offering over 70 rides and attractions across six themed worlds including Peppa Pig World (UK's only Peppa Pig theme park), Valgard, Tornado Springs, Lost Kingdom, Critter Creek, and Wild Lands. The park generates revenue through day tickets, annual passes, short break packages, on-site food and beverage, retail, and ancillary services such as stroller and mobility scooter hire, supported by an online booking platform and mobile app.

Product overview

Paultons Park is a family-owned theme park offering a unified visitor experience combining themed worlds, rides, attractions, animals, dining, and retail. The core product is the park admission ticket, which provides access to all areas including six themed worlds: Peppa Pig World (UK's only Peppa Pig theme park with 9 rides for ages 1-6), Valgard: Realm of the Vikings, Tornado Springs, Lost Kingdom, Wild Lands, and Critter Creek. Additional paid offerings include Annual Passes (three tiers: Essential, Star, Premium), Gift Cards, Group Tickets, VIP Tickets, School Trips, and Short Breaks (packages with local hotels operated by Holiday Extras). On-site add-ons encompass Peppa's Early Play Pass, Photo Passes, Stroller Hire, and Mobility Scooter Hire. Amenities include Food & Drink outlets, Shopping (including Peppa's Toy Shop), Corporate Hospitality, and seasonal events (Halloween Spooktacular, Christmas at Paultons with Santa's Grotto). The park also features a zoo with over 90 animal species and an official mobile app for navigation, queue times, and digital tickets. All tickets must be pre-booked online.

Differentiator

Problem solved

Functional benefit

Products and services

• Day Tickets Standard park admission tickets providing access to all rides, attractions, themed worlds, and animal exhibits. Prices start from £41.00 per person; children under 1 metre enter free; all tickets must be pre-booked online.
• Annual Passes Recurring annual subscription product with three tiers — Essential (off-peak), Star (off-peak with select weekends and discounts), and Premium (any open date with full benefits). From £172.00; digital-only access via mobile app.
• Group Tickets Discounted group admission tickets available for parties of 15 or more paying guests; must arrive together; pre-purchased online through corporate sales team.
• VIP Tickets Premium ticket tier including fast track ride entry as an exclusive element; not available for separate purchase; bookings via [email protected].
• School Trips Educational visits for school and college groups offering curriculum-linked workshops including Professor Blast's Learning Lab, differentiated programmes by age, and a dedicated Education team.
• Short Breaks Package holidays partnering local family-friendly hotels with park entry tickets and breakfast. Operated via Holiday Extras; prices from £68 per person for a family of 4.
• Gift Cards Barcoded Gift Cards and e-Gift Cards usable both online and at the park; paper gift vouchers redeemable only at the park.
• Peppa's Early Play Pass Limited-capacity early access ticket allowing entry before general park opening for rides in Peppa Pig World; park admission must also be purchased.
• Photo Passes Digital ride photo package accessed via the Official Paultons Park App; photos available for purchase only on the day of visit.
• Stroller Hire Pre-bookable stroller rental service: single stroller £10/day, double stroller £14/day; £30 refundable deposit required; collected from Guest Information kiosk.
• Mobility Scooter Hire Pre-bookable mobility scooter rental for guests with access requirements.
• Peppa Pig World The only Peppa Pig Theme Park in the UK, featuring 9 Peppa-themed rides, indoor and outdoor play areas, and character meet-and-greets designed for children aged 1-6; included in park admission.
• Valgard: Realm of the Vikings Viking-themed land featuring the Drakon Euro-Fighter rollercoaster, Vild Swing ride, and Feasting Hall restaurant. Included in park admission.
• Tornado Springs American Southwest-inspired themed land featuring 8 rides and experiences including Flight of the Pterosaur roller coaster, Storm Chaser, and the Route 83 Diner. Included in park admission.
• Lost Kingdom Dinosaur-themed land featuring rides such as the Velociraptor roller coaster and The Dinosaur Tour Co. jeep ride. Included in park admission.
• Corporate Hospitality Corporate event service offering conferences, meetings, company days out, family fun days, company away days, exclusive evening events, and festive party nights at the park.
• Halloween Spooktacular Annual Halloween event included with normal admission; family-friendly entertainment with annual pass holders not required to pre-book.
• Christmas at Paultons Winter celebration event included with admission on prescribed dates; Santa's Grotto available as a separate chargeable extra featuring an animated walk-through and Father Christmas meet-and-greet.
• Paultons Park App Official mobile application providing interactive park map with location tracking, live queue times, show times, digital Annual Pass with QR code entry, and ride photo access via Paultons Passport.
• Paultons Online Shop E-commerce store selling souvenirs and merchandise; does not ship overseas; returns via [email protected].
• Animals & Zoo On-site zoo collection of over 90 species including meerkats, penguins, flamingos, pelicans, laughing kookaburras, great grey owl, and ring-tailed lemurs (new for 2024); features walk-through aviaries and keeper talks.
• Locker Rentals On-site locker rental service: multi-use regular £4/day, large £6/day; single-use £1; extra large £8 plus £20 deposit.

Quantifiable outcome

• 1 million visitors per year
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Holiday ExtrascoreChannel Partner/ Reseller/ DistributorPaultons has partnered with Holiday Extras to offer short break package holidays combining local family-friendly hotels with park entry tickets. Holiday Extras operates the Paultons Breaks booking platform independently.
• KlookminorChannel Partner/ Reseller/ DistributorInternational travel partner enabling overseas visitors to purchase Paultons Park tickets through Klook's booking platform.
• HasbrocoreOEM/ Whitelabel/ Licensing PartnerLicensing agreement with Hasbro for the exclusive Peppa Pig World themed area. Paultons is the UK's only Peppa Pig Theme Park. ©2025 ABD Ltd/Hasbro/HCPL Ltd.
• Lymphoma UKminorOthersCharity partner with dedicated fundraising initiatives at the park.
• Young Lives VS CancerminorOthersCharity partner supporting young people affected by cancer and their families.
• Hampshire and Isle of Wight Air AmbulanceminorOthersCharity partner providing emergency air ambulance services in the region.
• BIAZA (British and Irish Association of Zoos and Aquariums)coreOthersProfessional membership association setting standards for zoos and aquariums; Paultons meets BIAZA guidelines for animal care and conservation.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Efteling: Largest theme park in the Netherlands and one of Europe's most-visited family destinations, built around fairytale and storybook IP. Comparable as a destination family theme park operating outside the Merlin/Disney orbit, demonstrating the scale potential for independently positioned family-IP parks in Europe.
• Tivoli Gardens: Historic destination theme park in Copenhagen operating since 1843. Comparable as a long-established, independently positioned family theme park with strong brand recognition and seasonal event programming, offering a relevant benchmark for international family-park scale and longevity.

Direct peers

• West Midland Safari Park: UK family attraction combining a safari drive-through, theme park rides, and animal exhibits. Closest UK comparable for the integrated animal-and-rides visitor proposition and a relevant benchmark for Paultons' BIAZA-accredited zoo component and school-trip offering.
• Drayton Manor: Independently owned UK family theme park in Staffordshire, of broadly comparable scale to Paultons. Notable for Thomas Land, an IP-licensed children's area directly analogous to Peppa Pig World in concept and execution, making it the closest independent-owned comparable for the IP-theming strategy.
• Chessington World of Adventures: Merlin-operated UK family theme park that combines a ride park with an integrated zoo and on-site hotel. Closest peer on the theme-park-plus-zoo-plus-resort combination that Paultons is replicating at smaller scale, serving the same London-area family market.
• Thorpe Park: Merlin-operated UK theme park in Surrey competing for the same south-of-England family market as Paultons. Differs in skewing toward teens and thrill rides rather than young children, but competes for the same family-day-out wallet share within an hour of London.
• Alton Towers: Operated by Merlin Entertainments, Alton Towers is the UK's largest theme park and the most direct competitor to Paultons for UK family day-trip and short-break demand. Comparable on multi-day gate model, themed lands, on-site lodging, and family demographic, though skews older and more thrill-focused than Paultons.
• Flamingo Land: UK family attraction in North Yorkshire combining a theme park, zoo, and holiday village. Highly comparable to Paultons on the theme-park-plus-zoo-plus-lodging business mix and on being a privately owned regional UK attraction competing against the Merlin portfolio.
• Legoland Windsor Resort: Merlin-operated family theme park in the UK built around a licensed global IP (LEGO), targeting families with children aged 2-12. Closest analog to Paultons' Peppa Pig World IP-licensing playbook and the primary head-to-head competitor for the under-10 family segment in southern England.
• Blackpool Pleasure Beach: Family-owned UK amusement park and one of the few remaining independent regional operators, similar in ownership structure to Paultons. Comparable on UK regional theme park scale, family demographic, and historic operation, though without a licensed IP anchor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/paultonspark
• YouTubeyoutube.com/PaultonsPark
• Facebookfacebook.com/paultonspark
• LinkedInlinkedin.com/company/paultons-park---home-of-peppa-pig-world
• Instagraminstagram.com/paultonspark
• TikToktiktok.com/@paultonspark
• Pinterestuk.pinterest.com/paultonspark

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 Paultons Park