Furuviksparken
Furuviksparken is a Swedish combination amusement park and zoo founded in 1900 in Gävleborg, owned by Parks and Resorts Scandinavia AB since 2010. It serves regional families and tourists via rides, animal exhibits, on-site lodging, concerts, and corporate events on a seasonal operating model.
- Company typePrivate
- Founded1900
- HeadquartersFuruvik, Gävleborg, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Furuviksparken does
Furuviksparken is a Swedish combination amusement park and zoo founded in 1900, located in Furuvik in Gävleborg county on Sweden's east coast. Since 2010 it has been owned by Parks and Resorts Scandinavia AB, the operator group that also runs Kolmården, Gröna Lund, and Skara Sommarland. The park combines amusement rides, a zoo housing more than 30 species, an on-site hotel with 28 rooms, a 74-pitch campground, restaurants, and a summer concert program of approximately 20 events per season. It is also an accredited member of EAZA (European Association of Zoos and Aquaria) and hosts a cognitive-research collaboration with Lund University using its chimpanzee group, which is scheduled for relocation to Edinburgh Zoo in 2026.
The core offering is a multi-revenue destination experience monetized through gate admissions, season passes (Furuvikskortet and the 2026-launched Furuvikskortet PLUS tier), accommodation, food and beverage, concerts, and corporate events and conferences. Recent product extensions include Magic Day, Magic Hours, Magic Concert, the On Air game show, Pelles Grillkalas, Oktoberfest, and a Bastu sauna offering, alongside B2B packages developed with partners including Kamaji Experience and Studio Local. Operationally the park runs on a strongly seasonal model — approximately 750 seasonal workers plus around 40 permanent staff — supported by standard commercial systems including Microsoft Teams for educational programming, Parkster for parking, ChargeNode for EV charging, BookVisit for group bookings, and Bokabord for restaurant reservations.
The customer base is a fragmented mix of regional Swedish families and tourists, supplemented by corporate group bookings and event clients. Furuviksparken competes as a regional destination rather than a major urban park, and its strategic positioning rests on the breadth of its combined zoo-and-amusement-park offering, its 125-year operating history, and the shared services of its Parks and Resorts Scandinavia parent rather than on technology differentiation or proprietary IP.
Furuviksparken firmographics
Firmographics- Name
- Furuviksparken
- Legal name
- Aktiebolaget Furuviksparken
- Website
- https://furuvik.se
- Company type
- Private
- Founded year
- 1900
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Furuviksparken is a Swedish combination amusement park and zoo founded in 1900 in Gävleborg, owned by Parks and Resorts Scandinavia AB since 2010. It serves regional families and tourists via rides, animal exhibits, on-site lodging, concerts, and corporate events on a seasonal operating model.
- Ownership category
- akta.pro rank
Furuviksparken industry classification
Industry- Product category
- Amusement Park and Zoo
- NAICS
- Amusement and Theme Parks (71311), Amusement and Theme Parks (713110), Zoos and Botanical Gardens (71213)
- SIC
- Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)
- akta.pro secondary industries
- Amusement Parks & Theme Parks (THAAAAAA), Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE)
Keywords
Where Furuviksparken is headquartered
LocationHeadquarters
- HQ city
- Furuvik, Gävleborg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Furuviksparken business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Park admission tickets: Entry fees to the amusement park and zoo, including season passes (Furuvikskortet) that provide unlimited access during the summer season and concerts.
- Accommodation services: Revenue from Furuvik Havshotell (hotel), Furuvik Havscamping (camping), sea cabins, and camping cabins.
- Food and beverage: Restaurant services including Furuvik Havskrog, Verandan, and various kiosks throughout the park.
- Concerts and events: Revenue from concert tickets and special events including Oktoberfest, Magic Day, Magic Concert, and corporate event packages.
- Conference and corporate events: Conference packages, meeting room rentals, and corporate event services at Havshotellet and Cirkusmanegen.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Season Card Adult - Unlimited summer access with concerts |
| Subscription | Annual | Season Card PLUS Adult - Summer and Halloween access |
| Other | One time | Gift cards |
| Other | One time | Oktoberfest Classic package |
| Other | One time | Oktoberfest Full Evening package |
| Other | One time | Day conference package |
| Other | Multi-year contract | Conference with overnight stay |
| Other | Multi-year contract | Conference lunch-to-lunch package |
| Other | One time | Pelle Svanslös Grillkalas - adults |
| Other | One time | Pelle Svanslös Grillkalas - children |
| Other | One time | Concert buffet |
| Other | Pay-as-you-go | Guest harbor daily rate without electricity |
| Other | Pay-as-you-go | Parking fee |
| Other | One time | Animal encounters conference activity |
| Other | One time | 5-Kamp with host |
| Other | One time | Murder mystery event |
| Other | One time | On Air - Who Will Win Game Show |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Furuviksparken product offering
Product offeringCore offering
Furuviksparken operates a combination amusement park and zoo on Sweden's Baltic coast, offering thrill rides, a water park, animal exhibits with over 30 species, live concerts, seaside accommodation (hotel, camping, cabins), restaurants, conference facilities, and seasonal events for families and corporate groups.
Product overview
Furuviksparken is a combination amusement and wildlife park founded in 1900, located one mile south of Gävle on the Baltic coast of Sweden. The company operates a diversified portfolio of experiences centered around its core park offering (Furuviksparken), which integrates thrill rides (attraktioner), a water park (Äventyrspoolen/Vattenlandet), a zoo with over 30 animal species (Djurparken), live concerts (Furuvik Live at Stora Scen), and children's entertainment featuring the Pelle Svanslös character. The park is complemented by accommodation services including Furuvik Havshotell (28-room seaside hotel with conference facilities and a new sauna), Furuvik Havscamping (74 pitches, 18 sea cabins, 6 camping cabins), and Furuvik Gästhamn (marina with ~20–25 berths). Dining is served through Furuvik Havskrog (seaside restaurant) and Verandan (event restaurant). The company sells season passes (Furuvikskortet and Furuvikskortet PLUS) and accommodation packages (Furuvikspaketet). Corporate and private event offerings include Magic Day, Magic Hours, Magic Concert, VIP-entré, 5-kamp, Oktoberfest, and Fest & Evenemang. Educational programs (Utbildningsprogram) serve schools from grades 1–3 through university via in-person and Microsoft Teams-based digital delivery. Gift cards in multiple denominations support gifting across the full portfolio. Furuviksparken is owned by Parks and Resorts Scandinavia AB, which also operates Kolmården, Gröna Lund, and Skara Sommarland.
Differentiator
Problem solved
Functional benefit
Products and services
- Furuviksparken Combination amusement and wildlife park located one mile south of Gävle, Sweden, founded in 1900. The park offers thrill rides, a water park, animal exhibits featuring over 30 species, live concerts, and themed seasonal events.
- Furuvik Live Concert and live entertainment arm featuring approximately 20 concerts per summer with Swedish and international artists at Stora Scen. Concert access included with season passes and sold separately.
- Äventyrspoolen (Water Park) Water park section featuring splash adventures for the whole family. Included with park entry and season passes.
- Furuvik Havshotell Seaside hotel adjacent to the park offering 28 rooms with 112 beds, conference facilities, and dining services. Certified meeting venue.
- Furuvik Havskrog Seaside restaurant offering dinner service in summer and Halloween, brunch in spring/autumn, and a Christmas buffet. Includes concert buffet and after-concert dining.
- Furuvik Havscamping Sea camping facility with 74 camping pitches, 18 sea cabins, 6 camping cabins, and a guest harbor. Green Key certified. Located adjacent to the park.
- Campingplats Individual camping pitch at Furuvik Havscamping with electricity. 74 total pitches split between sea-view and forest clearing locations.
- Campingstuga Camping cabin at Furuvik Havscamping accommodating up to 6 persons across three rooms. Includes bedding with linen/towels rental available.
- Havsstuga Sea-view cabin at Furuvik Havscamping accommodating up to 6 persons in 2 bedrooms. Features panoramic window and terrace facing the sea. Some cabins are pet-friendly or wheelchair accessible.
- Furuvik Gästhamn Guest harbor at Sandvik near Havscamping with approximately 20-25 boat berths, 145-meter stone pier, beach promenade, barbecue areas, and mini golf.
- Furuvikskortet (Season Pass) Season pass providing free park entry, unlimited rides, concerts, animal encounters, water park access, and free parking throughout the summer season. Sold at SEK 895 per adult.
- Furuvikskortet PLUS Premium season pass extending Furuvikskortet benefits to include free entry during Halloween season 2026. Sold at SEK 1,595 per adult.
- Furuvikspaketet Accommodation package combining 2 days of park access with an overnight stay at Furuvik Havshotell or Havscamping.
- Konferens på Furuvik Havshotell Conference and corporate event services at Furuvik Havshotell. Includes meeting rooms, team-building activities, dining, and overnight packages. Year-round availability.
- Magic Day Exclusive full-day private park rental for corporate groups, families, or private parties. Capacity 2000-5000 persons. Includes exclusive park access, free rides, stage use, and brand exposure.
- Magic Hours Private park access for 1-2 hours outside regular hours. Capacity 1000-5000 persons. Includes exclusive park access, free rides, optional stage use, and brand exposure.
- Magic Concert Corporate concert package with VIP area adjacent to the stage during summer concerts. Includes park entry, beverage unit per person, and access to a dedicated VIP bar.
- 5-kamp för företag Team-building pentathlon activity guided by an experienced host. Corporate teams compete in 5 games with trophy/medals for the winning team and 1 drink voucher per person.
- Oktoberfest på Furuvik Seasonal autumn event combining pentathlon in the park with German-themed dining and live music at Verandan. Two packages: Classic and Full Evening. Age limit 18+.
- Pelles Grillkalas Family dining event at restaurant Verandan featuring Pelle Svanslös and friends. Includes grill buffet, dessert, dance performance, and Meet & Greet with characters.
- Djurparken (Zoo) Animal park section featuring over 30 species including primates, predators, birds, reptiles, and aquatic animals. Many species are threatened and participate in EAZA conservation programs.
- Utbildningsprogram (Educational Programs) Curriculum-aligned educational programs for grades 1-3 through upper secondary and university. Programs include digital and in-person formats via Microsoft Teams.
- Gift Card Gift vouchers available in denominations of SEK 500 to 5,000. Redeemable for park entry, accommodation, dining, and experiences at Furuviksparken.
- Bastu (Sauna) Sauna facility at Havshotellet located by the water with sea views. Bookable exclusively for groups at 295 kr per person for 2 hours.
Quantifiable outcome
- EAZA parks serve 125 million guests annually
- +1 more outcomes
Companies that use Furuviksparken
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Furuviksparken technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Furuviksparken partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Parks and Resorts Scandinavia ABcoreParent company that owns Furuviksparken along with Kolmårdens Djurpark, Gröna Lund, and Skara Sommarland. Furuvik has been owned by Parks and Resorts since summer 2010.
- EAZA (European Association of Zoos and Aquaria)coreEuropean zoo association with nearly 400 member parks serving 125 million guests annually. Coordinates European Endangered Species Programmes (EEP) and European Studbooks (ESB) for conservation. Furuvik participates in multiple conservation programs through EAZA.
- SDF (Svenska Djuparksföreningen)coreSwedish Zoo Association for collaboration between Swedish zoos on conservation and animal welfare.
- Sumatran Orangutan Conservation ProgrammecoreConservation program for critically endangered Sumatran orangutans. Furuvik participates in EEP for this species.
- Impact MadagascarminorConservation initiative to preserve and increase lemur populations in Madagascar.
- Proyecto TitíminorWorld's longest ongoing field research project for cotton-top tamarin conservation.
- Lund UniversitycoreAcademic research partnership conducting cognitive research with great apes and corvids at Furuvik. Includes studies on social intelligence, episodic memory, and primate cognition.
- On Air (Game Show Company)minorPartnership for interactive game show events ('Who Will Win?') during conferences at Furuvik Havshotell.
- Studio Local (Fitness/Yoga)minorPartnership for yoga and fitness sessions during conferences, including morning yoga, yin yoga, and functional strength training.
- Kamaji Experience (Mystery Games)minorProvider of murder mystery games for corporate events at Furuvik Havshotell.
- EAZA Vietnamazing CampaignminorEAZA conservation campaign 2024-2025 to save Vietnam's endangered species.
- Botanical Gardens Conservation InternationalminorPartner in the Let It Grow campaign (2015-2017) to increase awareness of biodiversity.
Scale indicators7 records
Recent moves10 records
Expansion highlights5 records
Furuviksparken competitors and assessment
Company assessmentDirect peers
- Kolmården: Swedish combination zoo and amusement park and sister property under Parks and Resorts. Comparable across all of Furuvik's core verticals (animals, rides, accommodation, conservation messaging) and competes for similar Swedish family audiences.
- Copenhagen Zoo: EAZA-accredited zoo with active conservation programs, comparable to Furuvik's zoo operations, educational programming, and ticketed wildlife experiences, though without the amusement-park ride component.
- Borås Djurpark: Swedish zoo offering animal encounters and family experiences. Comparable on the EAZA-affiliated, family-oriented zoo day-out model that competes with Furuvik's animal park component.
- Skara Sommarland: Swedish water/amusement park and sister property within Parks and Resorts. Comparable as a regional Swedish park focused on summer family entertainment, sharing parent-company economics and pricing benchmarks.
- Gröna Lund: Stockholm-based amusement park and sister property within Parks and Resorts Scandinavia AB. Directly comparable as a Swedish amusement park sharing the same parent, overlapping product mix (rides, concerts, season passes), and cross-sell via the Furuvikskortet.
Broad incumbents
- Liseberg: Sweden's largest amusement park (Gothenburg), operated by the municipality. Competes with Furuvik for the Swedish family leisure market and concert-goers but at a significantly larger scale and brand presence.
- Tivoli Gardens: Historic Copenhagen amusement park and gardens with strong concert programming. Comparable on the integrated amusement + garden/conservation + concert destination model and Nordic regional tourism flows.
- LEGOLAND Billund Resort: Destination resort combining theme park, accommodation, and seasonal events. Comparable on the integrated park + hotel + seasonal events business model and on Nordic inbound tourism, though at materially larger scale.
Regional players
- High Chaparral: Swedish western-themed theme park with on-site accommodation and shows. Comparable as a regional Swedish park combining rides, accommodation, and themed live entertainment for families.
- TusenFryd: Major Norwegian amusement park near Oslo. Comparable ride-and-event product offering targeting Nordic family visitors but serving a different national market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Furuviksparken social profiles
Digital presenceFuruviksparken compliance and trust
Trust signalCompliance2 records
Furuviksparken financial estimates
Financial estimateRevenue estimate
Valuation estimate
Furuviksparken leadership team
Management profileNumber of profiles
Profiles4 records
Furuviksparken funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Furuviksparken 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 Furuviksparken
What does Furuviksparken do?
Furuviksparken operates a combination amusement park and zoo on Sweden's Baltic coast, offering thrill rides, a water park, animal exhibits with over 30 species, live concerts, seaside accommodation (hotel, camping, cabins), restaurants, conference facilities, and seasonal events for families and corporate groups.
Is Furuviksparken a public or private company?
Furuviksparken is a private company. It is classified as corporate owned and is currently operating.
When was Furuviksparken founded?
Furuviksparken was founded in 1900. It employs 51 to 100 people.
Where is Furuviksparken based?
Furuviksparken is headquartered in Furuvik, Gävleborg, Sweden, in the Europe region.
How does Furuviksparken make money?
Five revenue lines are on record. Park admission tickets are the primary driver. The others are accommodation services, food and beverage, concerts and events and conference and corporate events.
Who are Furuviksparken's main competitors?
Direct peers on record are Kolmården, Copenhagen Zoo, Borås Djurpark, Skara Sommarland and Gröna Lund. Broad incumbents are Liseberg, Tivoli Gardens and LEGOLAND Billund Resort. Regional players are High Chaparral and TusenFryd.
Does Furuviksparken have an API?
No public API is recorded for Furuviksparken.
What industry is Furuviksparken in?
Furuviksparken's product category is Amusement Park and Zoo. Its primary akta.pro industry code is THAJAEAD, Amusement Parks (Regional/Local Ride Parks & Funfairs), with a secondary code of THAAAAAA, Amusement Parks & Theme Parks. Its NAICS code is 71311 and its SIC code is 7900.