Bonbonland
BonBon-Land is a single-site Danish amusement park in Holmegaard, established 1995, selling direct-to-consumer tickets, season passes, food, and souvenirs to families, schools, and corporate groups, and operating as a wholly-owned subsidiary of Spain's Parques Reunidos Group.
- Company typePrivate
- Founded1995
- HeadquartersCopenhagen, Denmark
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Bonbonland does
BonBon-Land is a single-site amusement park operating in Holmegaard, Denmark, under the legal entity BonBon-Land A/S since 1995. The park's core offering is physical access to 24+ rides and attractions spanning intensity levels (e.g., Bæver Rafting, Hundeprut Rutsjebanen, Søløven, Svend Svingarm), bundled into dated, open-date, or seasonal admission products. The supporting technology stack is a conventional e-commerce ticketing platform with day-based dynamic pricing, real-time availability, and email e-ticket delivery; the firm has no app, no API, and no disclosed AI/ML components.
The business model is direct-to-consumer across multiple revenue streams: per-visit ticket sales (one-time license), annual season passes (subscription recurring), on-site food and beverage (including pre-purchasable freestyle cups and meals), parking (DKK 65 per vehicle, free for registered season pass holders), merchandise and photo retail, and gift cards. Distribution is dominated by online booking via bonbonland.dk with walk-up park entrance as a secondary channel, supplemented by structured group (min. 20 persons) and school (min. 10) bookings with volume discounts. Pricing is differentiated across normal, handicap, senior, group, and school tiers, with advance online purchase incentivized via lower headline pricing.
BonBon-Land is wholly owned by Spain-based Parques Reunidos Servicios Centrales, S.A., operating alongside sister parks TusenFryd and Bø Sommerland (Norway), Movie Park Germany, Bobbejaanland (Belgium), Slagharen (Netherlands), among others. Customer segments are weighted toward Danish families with children, with secondary school, corporate, and season-pass-holder cohorts. The company is privately held, employs 101-250 staff, and operates a charitable foundation (BonBon-Land Fonden) that sponsors tickets for organizations supporting sick and disadvantaged children.
Bonbonland firmographics
Firmographics- Name
- Bonbonland
- Legal name
- BonBon-Land A/S
- Website
- https://bonbonland.dk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- BonBon-Land is a single-site Danish amusement park in Holmegaard, established 1995, selling direct-to-consumer tickets, season passes, food, and souvenirs to families, schools, and corporate groups, and operating as a wholly-owned subsidiary of Spain's Parques Reunidos Group.
- Ownership category
- akta.pro rank
Bonbonland industry classification
Industry- Product category
- Amusement Park / Theme Park Entertainment
- NAICS
- Amusement and Theme Parks (71311)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)
Keywords
Where Bonbonland is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Bonbonland business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Ticket Sales: One-time entrance fees for park access, with dynamic pricing based on day and advance booking. Online tickets are priced lower than walk-up prices, incentivizing advance purchase.
- Season Passes: Annual and seasonal membership passes offering unlimited access with added benefits including free parking and restaurant discounts.
- Food and Beverage: On-site restaurants, ice cream shops, and picnic areas. Pre-purchase options available online for freestyle cups and meals.
- Parking: Parking fees of DKK 65 per vehicle. Free parking included with season pass holders who register.
- Gift Cards: Gift cards sold via email with bank transfer payment. Minimum purchase of DKK 200. Can be used throughout the park except in online shop.
- Souvenirs and Retail: On-site shops selling BonBon merchandise and photo prints from attractions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Normal Ticket - from DKK 199 online |
| One time/ perpetual license | Pay-as-you-go | Handicap Ticket |
| One time/ perpetual license | Pay-as-you-go | Senior Ticket |
| One time/ perpetual license | Pay-as-you-go | Group Tickets |
| One time/ perpetual license | Pay-as-you-go | School Tickets |
| Subscription | Annual | Season Passes |
| One time/ perpetual license | Pay-as-you-go | Parking |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Bonbonland product offering
Product offeringCore offering
BonBon-Land operates a physical amusement/theme park in Holmegaard, Denmark, featuring over 24 rides and attractions of varying intensity levels. The core commercial offering is park access via dated tickets, open-day tickets, and annual season passes, supplemented by on-site food and beverage, parking, gift cards, souvenirs, and combined ticket-plus-accommodation packages.
Product overview
BonBon-Land is Denmark's fun amusement park operated by Parques Reunidos. The core offering is the physical theme park featuring over 24 rides and attractions for all ages. The product portfolio centers around ticketing (dated tickets, open day tickets, and season passes), supplemented by food and beverage add-ons (Freestyle cups, meals, ice cream, make-your-own lollipops), gift cards, parking, and group/school packages. Overnight accommodation packages partner with local hotels. The park also operates a charitable foundation providing sponsored tickets to qualifying children's organizations.
Differentiator
Problem solved
Functional benefit
Products and services
- BonBon-Land Theme Park Main amusement park featuring rides and attractions for families, with named attractions including Bæver Rafting, Hundeprut Rutsjebanen, Søløven, and Svend Svingarm spanning gentle to extreme intensity levels. Operates seasonal schedules and serves families, schools, and corporate groups.
- Normal Billet (Dated Ticket) Standard entrance ticket valid for a specific scheduled date. Prices vary by day with selected days offering tickets from DKK 199 when purchased online at least 3 days in advance. Includes handicap and senior ticket variants.
- Åben Dagsbillet (Open Day Ticket) Flexible entrance ticket valid for use on any open day during the season, allowing visitors to choose their visit date upon arrival.
- Sæsonkort (Season Pass) Annual membership pass offering unlimited park access, free parking (with registration), and up to 20% discount on food and beverages. Available in multiple tiers including Silver and Gold levels with a Platinkort offering the highest benefits.
- Gavekort (Gift Card) Gift certificate available in minimum amounts of DKK 200, usable for park entry, food, beverages, and on-site souvenirs. Cannot be used in the online shop and is purchased via email with bank transfer payment.
- Groups and Schools Packages Specialized booking options for groups of 20+ persons and school groups of 10+ persons with discounted rates up to DKK 150 per person. Includes company outings, school trips, and optional lunch offerings, with bookings required at least 3 business days in advance.
- Billet + Overnatning (Ticket + Overnight) Combined ticket and accommodation package offered in partnership with local hotels including Rødvig Ferieby and Dalby Hotel, providing 2-day park visits with nearby lodging.
Companies that use Bonbonland
Customer profileSegments4 records
Ideal customer profiles4 records
Bonbonland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bonbonland partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Parques Reunidos GroupcoreBonBon-Land A/S is owned and operated under the Parques Reunidos Group, a major international leisure park operator headquartered in Madrid, Spain. The group includes parks across Spain, Italy, Germany, Denmark, Norway, Belgium, Netherlands, France, UK, and Australia. BonBon-Land is part of the group's Nordic portfolio alongside TusenFryd (Norway) and Bø Sommerland (Norway).
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Bonbonland competitors and assessment
Company assessmentDirect peers
- Bobbejaanland: Belgian family theme park operated by Parques Reunidos; sister park comparable in scale, family focus, and ticketing/season pass model to BonBon-Land.
- TusenFryd: Norwegian amusement park operated as a sister asset under Parques Reunidos; directly comparable in operating model, ride mix, and Nordic seasonality, sharing group-level best practices with BonBon-Land.
- Legoland Billund: Denmark's flagship Legoland theme park operated by Merlin Entertainments; a major Danish family destination competing for tourist, family, and school group spend with BonBon-Land, anchored by strong IP and resort integration.
- Slagharen: Dutch family amusement park and resort operated by Parques Reunidos; directly comparable as a sister park with similar ride portfolio, season passes, and on-site accommodation packages.
- Fårup Sommerland: Regional Danish amusement park in North Jutland offering rides, water park, and accommodation — directly comparable mid-sized family park competing for the same Danish family leisure spend.
- Bø Sommarland: Norwegian water and amusement park also under Parques Reunidos; offers a directly comparable Nordic family park profile with seasonal operations and group/school programming.
- Tivoli Gardens: Iconic Copenhagen-based amusement park and Denmark's most-visited leisure attraction; competes with BonBon-Land for Danish family, tourist, and group visitation, though at a meaningfully larger scale and price point.
- Djurs Sommerland: Major regional Danish amusement park located in Jutland, competing directly with BonBon-Land for family day-trip visits and group/school bookings across Denmark with a comparable ride portfolio and seasonal operating model.
Broad incumbents
- Efteling: Large Dutch theme park and resort operating at a significantly larger scale than BonBon-Land; broadly comparable as a European family theme park with multi-day destination positioning and on-site accommodation.
Regional players
- Liseberg: Sweden's largest amusement park located in Gothenburg; a leading Nordic family destination that competes for cross-border Scandinavian family and tourist visits, broadly comparable in audience and seasonality to BonBon-Land.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Bonbonland social profiles
Digital presenceBonbonland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bonbonland leadership team
Management profileNumber of profiles
Bonbonland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bonbonland M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bonbonland
What does Bonbonland do?
BonBon-Land operates a physical amusement/theme park in Holmegaard, Denmark, featuring over 24 rides and attractions of varying intensity levels. The core commercial offering is park access via dated tickets, open-day tickets, and annual season passes, supplemented by on-site food and beverage, parking, gift cards, souvenirs, and combined ticket-plus-accommodation packages.
Is Bonbonland a public or private company?
Bonbonland is a private company. It is classified as corporate owned and is currently operating.
When was Bonbonland founded?
Bonbonland was founded in 1995. It employs 101 to 250 people.
Where is Bonbonland based?
Bonbonland is headquartered in Copenhagen, Denmark, in the Europe region.
How does Bonbonland make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are season Passes, food and Beverage, parking, gift Cards and souvenirs and Retail.
Who are Bonbonland's main competitors?
Direct peers on record are Bobbejaanland, TusenFryd, Legoland Billund, Slagharen, Fårup Sommerland, Bø Sommarland, Tivoli Gardens and Djurs Sommerland. Efteling is listed as a broad incumbent. Liseberg is listed as a regional player.
Does Bonbonland have an API?
No public API is recorded for Bonbonland.
What industry is Bonbonland in?
Bonbonland's product category is Amusement Park / Theme Park Entertainment. Its primary akta.pro industry code is THAJAEAD, Amusement Parks (Regional/Local Ride Parks & Funfairs). Its NAICS code is 71311 and its SIC code is 7900.