Thermas Water Park

What Thermas Water Park does

Thermas Water Park (legal entity Thermas das Águas de São Pedro S/S Ltda) operates a thermal-water leisure destination in São Pedro, São Paulo State, Brazil, founded in 1991 by Grupo JS Andrade. The park spans a footprint built around eight million cubic meters of natural thermal water distributed across more than 20 attractions, including the largest wave pool in São Paulo State (1,300 m², 2.6 million liters) and the largest children's water park in Latin America (8,000 m²). Supporting infrastructure includes a 12,000 m² photovoltaic solar farm (inaugurated 2020) producing 1,146,000 kWh/year for electricity self-sufficiency, automated water treatment systems, an electronic consumption card payment system, and parking for over 1,700 vehicles. The company is recognized as a TOP 5 water park in Brazil and TOP 10 in Latin America, with 35+ years of operating history and a Reclame Aqui award for customer service.

The business model is direct-to-consumer and multi-stream. Primary revenue comes from day-use ticket sales (R$150–R$170 adult pricing at the box office) through dynamic pricing with online advance-purchase discounts, complemented by the Mais Thermas annual passport subscription program (5-year validity, recurring). Additional streams include on-site F&B (operated via wholly-owned Thermas das Águas Alimentos e Bebidas Ltda), corporate events and conventions (up to 4,000 people), merchandise through Dinu's Shop, ancillary services (parking, lockers, bungalows), and commission-based sales through an integrated network of 100+ hotels, travel agencies, and retail partners tracked via the Travel XS partner portal. Distribution spans an owned e-commerce site, phone sales center, physical box office, WhatsApp sales, and partner resellers.

The integrated ecosystem extends beyond the park itself to include the adjacent São Pedro Thermas Resort (inaugurated 2023), Chalés do Thermas vacation rentals, and a residential real-estate offering, positioning the company as a multi-day tourism destination rather than a single-day attraction. Customer segments span families with children, tour groups (15+ people), school groups, senior groups, and corporate clients, with no single enterprise anchor driving revenue concentration. The company remains privately held by Grupo JS Andrade with no disclosed external funding rounds or institutional investors.

Name

Thermas Water Park

Legal name

Thermas das Águas de São Pedro S/S Ltda

Website

https://thermas.com.br

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Thermas Water Park is a privately held Brazilian thermal-water leisure destination in São Pedro, São Paulo, operating 20+ attractions across an integrated park, resort, and chalet complex serving families, tour groups, schools, and corporate clients with multi-stream ticket, subscription, F&B, and merchandise revenue.

Ownership category

akta.pro rank

Product category

Water Park & Leisure Resort

NAICS

Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131)

SIC

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

akta.pro primary industry

Standalone/Pay-Per-Entry Water Parks (Day-Visitor Focused) (THAAABAD)

akta.pro secondary industries

Resort & Hotel Water Parks (On-Property Guest-Access Parks) (THAAABAC), Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB)

Keywords

• Water park attractions
• Thermal hot springs
• Family leisure resort
• Corporate event venue
• Annual membership passport

Headquarters

HQ city

São Pedro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Use Tickets: Primary revenue stream from sale of day use admission tickets to the water park, available in multiple categories (adult, teen, kid, senior, special) with dynamic pricing based on date and advance purchase.
2. Annual Passports (Mais Thermas): Annual membership program offering unlimited park access with benefits including free parking, locker rental, resort discounts, and guest discounts.
3. Food and Beverage: On-site food and beverage sales through multiple restaurants, snack bars, ice cream shop, and consumption card system.
4. Corporate Events and Conventions: Event hosting services including conventions, corporate parties, team building, school trips, and private events with spaces accommodating 30 to 4,000 people.
5. Merchandise (Dinu's Shop): On-site retail store selling branded merchandise including swimwear, accessories, souvenirs, toys, and peluche mascots.
6. Ancillary Services: Additional revenue from parking (R$40), locker rental (R$30), bungalow rental, and special experiences.
7. Partner Commissions: Commission-based revenue from partner sales channels including hotels, travel agencies, and retail partners who resell tickets.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Thermas Water Park operates a thermal-water leisure destination in São Pedro, São Paulo, selling day-use admission tickets to more than 20 water attractions including the largest wave pool in São Paulo State and the largest children's water park in Latin America. Beyond admissions, it sells the Mais Thermas annual subscription passport, food and beverage on-site, branded merchandise via Dinu's Shop, integrated resort accommodation through São Pedro Thermas Resort and Chalés do Thermas, corporate and group event hosting (30 to 4,000 people), and ancillary services such as parking, lockers, and bungalow rentals.

Differentiator

Problem solved

Functional benefit

Brands

• Mais Thermas: Annual passport/membership program offering free parking, locker rentals, 20% off resort stays, 50% off guest tickets, and other exclusive benefits for members.
• São Pedro Thermas Resort
• Dinu's Shop
• Chalés do Thermas

Products and services

• Day Use Admission Tickets Single-day admission tickets to Thermas Water Park, sold in five categories (adult, teen, kid, senior, special) with dynamic pricing by date and advance purchase. Adult weekday R$150 / weekend R$170; teen R$100/R$130; kid (1-6) R$50/R$70; senior R$75/R$85; special R$129/R$145. Sold to individual consumers, families, groups, and resold through partner network.
• Mais Thermas Annual Passport

Quantifiable outcome

• One of the most visited water parks in Latin America
• +3 more outcomes

Named customers5 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

Integration3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• São Pedro Thermas ResortcoreStrategic or Co-development PartnerIntegrated resort destination adjacent to the water park, inaugurated in 2023, offering accommodation with direct access to park amenities and exclusive areas for resort guests. Part of the same corporate group providing complete tourism destination experience.
• Hotels & Pousadas (Partner Program)majorChannel Partner/ Reseller/ DistributorOver 100 hotel and pousada partners across Brazil who sell tickets and offer packages. Partners receive 10% commission on sales, personalized QR codes, tracking dashboard, and 'Free Pass' program for packages. Partners include Hotel Cassino Tower Piracicaba, Hotel Royal Park, Pousada Ananda Chalés, and many more.
• Travel Agencies (Agentes de Viagens)majorChannel Partner/ Reseller/ DistributorAuthorized travel agents and tour operators selling tickets through the partner platform. Partners receive commission, access to booking system, marketing materials, and training through Thermas Academy program.
• Chili BeansminorGTM or Marketing PartnerEyewear brand operating a store within the park premises, providing sunglasses and eye protection products for visitors.
• Associations & Benefit Clubs (Associações & Clubes de Benefícios)minorChannel Partner/ Reseller/ DistributorPartner associations offering discounted tickets as member benefits. Includes employee benefit programs, club benefit schemes, and corporate wellness partnerships.
• Retail Businesses (Comércios Variados)minorChannel Partner/ Reseller/ DistributorVarious retail partners including Sr Pastelão, Blablatur Viagem, and Splash Tours selling tickets with commission through personalized tracking links and in-store sales.
• Grupo JS AndradecoreStrategic or Co-development PartnerParent company and visionary behind the water park. The group conceived the Thermas project in early 1990s and continues to develop the integrated tourism complex.
• Águas & Aventuras Tourism DistrictminorStrategic or Co-development PartnerRegional tourism district connecting São Pedro, Águas de São Pedro, and Brotas in joint tourism promotion and destination marketing.
• Serra do Itaqueri Tourism RegionminorGTM or Marketing PartnerTourism region comprising 13 municipalities working together on regional tourism development, including Águas de São Pedro, Analândia, Brotas, Charqueada, Corumbataí, Ipeúna, Itirapina, Limeira, Piracicaba, Rio Claro, Santa Maria da Serra, São Pedro, and Torrinha.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wet'n Wild São Paulo: Major Brazilian water park in the São Paulo macro-region. Competes directly for the same family day-trip segment in São Paulo State with comparable ticket pricing and dynamic-pricing structures.
• Magic City: Water and amusement park in Suzano, São Paulo metropolitan area. Directly comparable Brazilian water park targeting the same São Paulo family day-trip customer base.
• Beach Park: Brazil's largest water park complex (Aquiraz, Ceará) with integrated resort and hotel. Direct competitor in the standalone Brazilian water park category with comparable resort + ticket + F&B revenue model, and similar Top 5/Top 10 LATAM positioning.
• Hot Park (Rio Quente Resorts): Thermal-water park in Rio Quente, Goiás with adjacent resorts. Closest functional twin to Thermas given the shared thermal hot spring value proposition, integrated resort model, and family/tourism segment focus.
• Wakapark: Brazilian water park chain operating multiple locations. Comparable water park operator with similar ticket-based business model and family demographic.

Broad incumbents

• Beto Carrero World: Latin America's largest theme park in Penha, Santa Catarina with significant water park components. Larger incumbent in adjacent leisure category; competes for the same Brazilian family tourism wallet but is multi-attraction versus water-focused.
• SESC (Serviço Social do Comércio): Brazilian non-profit operator of thermal resorts (e.g., SESC Águas de Lindóia, Termas de Araxá) and recreational facilities. Indirect competitor offering subsidized family leisure, including thermal-water experiences, to a comparable Brazilian family demographic.
• Hopi Hari: Large São Paulo State theme park with water attractions. Competes for the same regional family leisure segment as Thermas but offers a broader (non-water-focused) ride portfolio.

Emerging players

• Acqualokos: Brazilian water park operator with smaller parks across multiple regions. Emerging competitor in the same water park category, with partial regional overlap to Thermas.

Regional players

• Termas de Jurema: Thermal-water resort complex in Paraná with day-use and accommodation. Regional thermal-water peer with overlapping product attributes (hot springs, family leisure) but a different geography and smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thermaswaterpark
• Xx.com/thermaswpark
• Facebookfacebook.com/thermaswaterpark
• LinkedInlinkedin.com/company/thermas-water-park

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Thermas Water Park