Museo de Cera de Madrid

What Museo de Cera de Madrid does

Museo de Cera de Madrid is a privately operated wax museum located on Paseo de Recoletos near Plaza de Colón in central Madrid, Spain, founded in 1972. The company displays over 200 wax figures of celebrities, sports figures, historical personalities, and pop-culture icons (including recent additions such as Bad Bunny, Cristiano Ronaldo, Dabiz Muñoz, Omar Montes, and Pope Leo XIV), and reports more than 16 million cumulative visitors since opening. Around this static catalog it has built a portfolio of add-on immersive experiences: Wonder Space (an AR-driven sci-fi attraction running March 20 – June 20, 2026), Wax Horror Experience (a horror-themed immersive attraction), and Mentalismo (a 90-minute evening mentalism show by Pablo Reijenstein priced at €30 per person, with a minimum age of 12). The venue is open daily with extended hours April–September (11:00–20:00) and reduced hours October–March (11:00–19:00).

The business model is direct-to-consumer ticket sales across age-based tiers (children €14-15, adults €19-20, seniors €14-15), premium evening experiences (€30 mentalism), and group discounts up to 50%. Distribution runs through the museum box office, the museum's own online ticketing platform (tickets.museodecera.com) which offers up to 40% off box-office pricing, a combined-ticket bundle with Parque Warner theme park, and a third-party listing on Atrapalo for the mentalism show. Marketing is conducted primarily via social media (Facebook, X, TikTok, YouTube) plus direct email and phone channels. The operation runs on a lean team of approximately 10 employees.

Name

Museo de Cera de Madrid

Legal name

Museo de Cera de Madrid

Website

https://museoceramadrid.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1–10 employees

Short description

Museo de Cera de Madrid is the only wax museum in central Madrid, founded in 1972, displaying 200+ celebrity and historical figures alongside AR-driven immersive attractions and an evening mentalism show for tourists, families, and entertainment seekers.

Ownership category

akta.pro rank

Product category

Wax Museum / Tourist Attraction

NAICS

Museums (712110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

akta.pro secondary industry

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Wax museum attractions
• Immersive museum experiences
• Augmented reality exhibits
• Tourist entertainment venue
• Celebrity wax figures

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Standard Admission Tickets: One-time entry tickets for museum visitation, priced by age category (children 4-12, adults, seniors 65+). Weekend pricing differs from weekday rates.
2. Premium Experience Tickets (Mentalism): 90-minute evening mentalism show experience at 20:30, limited to groups of 12 minimum age 12 years, priced at €30 per person.
3. Group Bookings: Discounted admission for organized groups, offering savings up to 50% on standard ticket prices.
4. Combined Attraction Packages: Bundle tickets combining Museo de Cera with Parque Warner and other attractions including mentalism experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Museo de Cera de Madrid operates a wax figure museum featuring over 200 figures of celebrities, historical personalities, and pop culture icons. The attraction also offers immersive add-on experiences including an augmented-reality sci-fi exhibit (Wonder Space), a horror-themed walk-through (Wax Horror Experience), and a paid evening mentalism show performed by Pablo Reijenstein. Tickets are sold individually or as bundled multi-attraction passes with Parque Warner.

Product overview

Museo de Cera de Madrid is a single-venue entertainment attraction offering a multi-dimensional visitor experience. The core product is the wax museum featuring historical and celebrity figures. The portfolio includes three distinct immersive add-on experiences: Wonder Space (augmented reality sci-fi experience), Wax Horror Experience (horror-themed attraction), and Mentalismo (evening mentalism show by Pablo Reijenstein). Combined ticket packages integrating Parque Warner provide cross-attraction access.

Differentiator

Problem solved

Functional benefit

Brands

• Wonder Space: A sci-fi themed immersive experience featuring science fiction characters and themes, running from March 20 to June 20, 2026.
• Wax Horror Experience
• Mentalismo con Pablo Reijenstein

Products and services

• Museo de Cera de Madrid (Wax Museum Admission) Standard admission to the main wax museum exhibition displaying over 200 wax figures of historical figures, celebrities, sports stars, and pop culture icons from Spain and worldwide. Suitable for families, tourists, and general visitors of all ages.
• Wonder Space An immersive sci-fi themed experience using augmented reality that lets visitors explore a science fiction dimension through interactive exhibit features. Targeted at visitors seeking novel, technology-driven entertainment.
• Wax Horror Experience A horror-themed immersive attraction inside the museum delivering a spooky, entertainment-focused walk-through experience for visitors seeking thrills.
• Mentalismo (Evening Mentalism Show) A 90-minute evening mentalism and illusionism show hosted by Pablo Reijenstein in the museum after public closing hours, with torchlight navigation through darkened galleries. Open to small groups aged 12 and older.
• Entradas Combinadas y Multiatracciones (Combined Tickets) Multi-attraction bundled ticket packages that combine Museo de Cera admission with Parque Warner theme park and other experiences, sold at promotional combined pricing.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Parque WarnerminorChannel Partner/ Reseller/ DistributorCombined attraction packages offered, allowing visitors to purchase bundled tickets for Parque Warner theme park and Museo de Cera de Madrid together, providing value for tourists seeking multiple Madrid attractions.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• MERLIN Entertainments: Parent company of Madame Tussauds, LEGOLAND, and other major tourist attractions. Operates adjacent to the wax museum category at scale and represents the institutional consolidator in the European attractions industry.
• Ripley's Believe It or Not!: Global chain of specialty tourist attractions featuring unusual exhibits and interactive experiences. Comparable to the wax museum as a paid tourist attraction competing for similar family and tourist spend, though with a different merchandise-oddity content angle.
• Museo del Prado: Spain's premier art museum and a fixture on the Madrid tourist itinerary. Competes with the wax museum for tourist time and discretionary spend, though operating at a different price point and with a fundamentally different educational offering.

Regional players

• Yokohama ORIBAYAMA Wax Museum: Long-established Japanese wax museum with European roots. Comparable as a heritage wax museum operation in a non-English-speaking market, sharing the same celebrity-and-history content model targeting international tourists.

Emerging players

• The London Dungeon: Immersive horror-themed visitor attraction with theatrical elements. Comparable to the Wax Horror Experience sub-brand as an example of layered immersive entertainment that bundles narrative and physical exhibits at premium ticket prices.

Direct peers

• Madame Tussauds: The global benchmark wax museum chain, operating in multiple cities worldwide. Directly comparable as the category leader in wax figure exhibition tourism, sharing the same core product (celebrity and historical wax figures) and tourist-attraction business model.
• Museo de Cera de Barcelona: The sister wax museum in Barcelona, operating in the same Spanish market with essentially the same product concept, target audience, and revenue model. The most direct competitive comparable for Madrid's wax museum operations.
• Musée Grévin: Historic Parisian wax museum operating since 1882. Comparable as a long-established European wax museum with celebrity-focused exhibits, immersive theatrical experiences, and tourist-centric ticketing economics.

Others

• Parque Warner Madrid: Madrid theme park and the museum's bundle partner. Adjacent rather than competing—Parque Warner captures larger-group, full-day tourist spend while the wax museum serves short-visit tourist itineraries. The combined-ticket partnership makes them commercially linked.
• Atrapalo: Spanish travel and ticketing aggregator that distributes Mentalismo show tickets for the museum. Operates as a channel partner rather than competitor, but is a meaningful distribution dependency for premium experience monetization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/museoceramadrid
• YouTubeyoutube.com/@MuseoceraMadrid
• Facebookfacebook.com/museodecerademadrid
• TikToktiktok.com/@museodecerademadrid
• LinkedInlinkedin.com/company/museodecera

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 Museo de Cera de Madrid