Parque Guanabara

What Parque Guanabara does

Parque Guanabara, legally Parque de Diversões Guanabara Ltda. (CNPJ 17.352.659/0001-00), is a single-site family amusement park located in the São Luiz neighborhood of Belo Horizonte, Minas Gerais, Brazil. Per firmographic data the park traces its origin to 1951 and operates with 51–100 employees, hosting 30+ rides segmented into Infantil, Family, and Radical categories with operational hours of Thursday–Saturday (14h–22h) and Sunday/holidays (11h–21h). The company's core technical product is the Divercard, an electronic prepaid card (R$4 acquisition cost, R$8.50 average per-ride deduction) with automated self-service kiosks that accept cash, credit, or debit loading; a VIP tier with permanent discounts activates after R$50 in cumulative spending. Distribution is exclusively direct: walk-in access at the park gate plus WhatsApp-based pre-booking for packages and a dedicated 300m parking facility with Divercard validation.

Revenue is generated through a modular structure: per-attraction usage fees, a R$5 weekend/holiday entry fee (free on weekdays), tiered birthday packages ranging from Pacote Diversão (~R$1,170) and Pacote +Alegria (R$1,270) up to Pacote +Aniversário (R$3,090), Premium full-park buyout packages (R$32,999–R$34,979), group school excursions (Radical and Aventura) with a R$20/student Guanabara Escola educational add-on, and validated parking. The customer base spans families with children, K-12 school groups, corporate and private event buyers, and underserved populations reached through social-action programming. Sub-brands Guanabara Escola (BNCC-aligned pedagogy), Guanabara ECO (sustainability and recycling), and the Festival Cultura, Lazer e Esporte (inclusive leisure for vulnerable populations) extend the core operation into education, ESG, and social-impact verticals. Direct-to-consumer GTM is executed via on-site kiosks, WhatsApp bookings (31 98237-2643), and organic social presence across Instagram, Facebook, LinkedIn, and TikTok; TripAdvisor ranking as 10th best park in Brazil and the local 'O Parque da Família' positioning support brand-led acquisition.

Name

Parque Guanabara

Legal name

Parque de Diversões Guanabara Ltda.

Website

https://parqueguanabara.store

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

101–250 employees

Short description

Parque Guanabara is a single-site family amusement park in Belo Horizonte, Brazil, operating 30+ rides through a Divercard prepaid access system and offering birthday packages, school excursions, corporate buyouts, and BNCC-aligned educational programs for families and institutional customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Attraction Fees: Revenue generated from per-attraction fees using Divercard credits. Average attraction cost is R$ 8.50. Customers load credits onto the Divercard and deduct per ride.
2. Park Entry Fees: Weekend and holiday entry fee of R$ 5.00 per person. Free entry on weekdays.
3. Birthday Party Packages: Three tiered birthday packages: Pacote +Alegria (R$ 1,269.90), Pacote +Aniversário (R$ 3,090.00), and Pacote Premium for full park buyout (R$ 32,999.00). Additional wristbands available at R$ 69.90-R$ 119.90 each.
4. School Excursion Packages: Radical and Adventure excursion packages for school groups. Guanabara Escola educational add-on available for R$ 20.00 per student, requiring purchase of excursion package first.
5. Premium Event Rentals: Full park buyout for corporate events, pre-graduation parties, and private celebrations. Package includes 4 hours of unlimited rides, 250 wristbands, full staff, and exclusive park access for R$ 34,978.94 or R$ 32,999.00 upfront.
6. Parking Fees: Parking validation required. R$ 50 prepaid bonus loading package that serves as both parking validation and ride credits. Free parking on weekdays with proper Divercard activation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Parque Guanabara operates a physical family amusement park in Belo Horizonte with over 30 rides and attractions accessed via the Divercard prepaid card system. The core offering combines per-attraction ride access with packaged birthday party experiences, school excursion programs with an optional BNCC-aligned educational curriculum (Guanabara Escola), and full-park buyout rentals for corporate and private events. Supporting services include paid parking, on-site food and beverage outlets, and a family nursery space.

Product overview

Parque Guanabara is a family amusement park offering more than 30 rides and attractions in Belo Horizonte, Brazil, operating Thursday through Saturday (14:00-22:00) and Sunday/holidays (11:00-21:00). The core product is the Divercard electronic access system, which serves as the universal payment mechanism for all attractions. The company operates on a modular add-on model where visitors purchase and load the Divercard (R$4 card + credits averaging R$8.50 per ride), with VIP status unlocking permanent discounts after R$50 spent. Birthday party packages (Pacote +Alegria, Pacote +Aniversário, Pacote Diversão) combine ride wristbands with exclusive party spaces. The Pacote Premium offers full park buyout for private events. Group excursion packages (Excursão Radical, Excursão Aventura) serve schools with optional Guanabara Escola educational curriculum alignment. Supporting services include paid parking, food/snack outlets, and family amenities like the nursery space. The Guanabara ECO sustainability sub-brand and Festival Cultura e Lazer social action program reflect corporate responsibility initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Guanabara Escola: Educational program that transforms park visits into pedagogical experiences aligned with BNCC curriculum for Elementary and High School students.
• Guanabara ECO
• Festival Cultura e Lazer

Products and services

• Divercard

Quantifiable outcome

• Serves 1,000 guests per day during social action events

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• GPD Entretenimento Ltda.minorGTM or Marketing Partner · 1 January 2025Entertainment partner announced in 2025. GPD Entretenimento is listed as the park's newest partner, indicating a commercial or promotional collaboration relationship.
• ECA - Espaço de Cultura e ArtecoreStrategic or Co-development Partner · 1 January 2025Cultural and arts space partnering with Parque Guanabara for the Festival Cultura e Lazer social action event. The partnership aims to provide inclusive leisure activities for children in social vulnerability, elderly, and people with disabilities (PCD/TEA) from pre-registered institutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Beto Carrero World: Largest theme park in Latin America, located in Penha (Santa Catarina), offering rides, shows, and themed areas. Comparable as a Brazilian amusement park operator serving families, but at much larger destination scale with hotel integration - a broader incumbent rather than a regional peer.

Direct peers

• Hopi Hari: Brazilian destination amusement park in Vinhedo (São Paulo) with 40+ rides and attractions. Directly comparable as a Brazilian amusement park operator targeting families, with paid admission plus per-attraction access - the same GTM motion as Parque Guanabara, though larger scale.
• Magic City: Family amusement park in Suzano (São Paulo metro) with rides, pools, and attractions targeting families and school groups. Comparable single-location regional park with similar birthday party packages and family day-trip positioning.
• Mirabilandia: Regional amusement park in Olinda (Pernambuco) offering rides and attractions for families. Closely comparable to Parque Guanabara as a single-location, regional Brazilian amusement park with similar size and family positioning, operating in a different geography.

Regional players

• Beach Park: Largest water park in Latin America located in Aquiraz (Ceará) with adjacent resort and amusement attractions. Comparable family entertainment destination in Brazil, but focused on water-based attractions and located in Northeast region.
• Thermas Hot World: Water park complex in Olímpia (São Paulo state), part of a cluster of thermal water parks in the region. Comparable as a Brazilian family entertainment venue operating in a different region and format (water-based rather than ride-based).

Emerging players

• KidZania Brasil: Edutainment center for children with locations in São Paulo and Rio, blending role-play activities with curriculum-aligned learning. Closely comparable to Guanabara Escola's educational concept and school excursion model, though different format (indoor role-play vs. amusement rides).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/guanabarabh
• LinkedInlinkedin.com/in/parque-guanabara-a33272259
• Instagraminstagram.com/parqueguanabara
• TikToktiktok.com/@parqueguanabara

Revenue estimate

Valuation estimate

Number of profiles

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 Parque Guanabara