Madurodam
Madurodam is a privately held Dutch miniature theme park in The Hague, founded in 1952, featuring 430 scale models of Dutch landmarks, 7 XL attractions, and 18 hands-on activities. It serves families, school groups, international tourists, and tour operators, channeling proceeds to the Madurodam Children's Fund.
- Company typePrivate
- Founded1952
- HeadquartersThe Hague, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Madurodam does
Madurodam B.V. operates a miniature theme park located at George Maduroplein 1, The Hague, Netherlands, founded in 1952 as a living memorial to WWII war hero George Maduro. The park features over 430 handcrafted scale models of Dutch landmarks, 7 XL interactive attractions (including De Windjager, The Flying Dutchman, De Hollandse Meesters, De Waterwolf, Nieuw Amsterdam, Het Hof van Nederland, and Het Verhaal van George), 18 hands-on activities, restaurants (Taste of Holland and Panorama Café), retail, a dedicated mobile app, and parking for 450 vehicles including 8 EV charging stations. The park operates 365 days per year.
Madurodam firmographics
Firmographics- Name
- Madurodam
- Legal name
- Madurodam B.V.
- Website
- https://madurodam.nl
- Company type
- Private
- Founded year
- 1952
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Madurodam is a privately held Dutch miniature theme park in The Hague, founded in 1952, featuring 430 scale models of Dutch landmarks, 7 XL attractions, and 18 hands-on activities. It serves families, school groups, international tourists, and tour operators, channeling proceeds to the Madurodam Children's Fund.
- Ownership category
- akta.pro rank
Madurodam industry classification
Industry- Product category
- Theme Park / Family Attraction Entertainment
- NAICS
- Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)
Keywords
Where Madurodam is headquartered
LocationHeadquarters
- HQ city
- The Hague
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Madurodam business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Ticket Sales: Primary revenue stream from admission tickets sold online (flex tickets, date-specific tickets) and at the gate. Dynamic pricing with discounts for advance booking and winter periods.
- Annual Subscriptions: Recurring revenue from annual passes offering unlimited park access, 10% discount in restaurants and shops, and reduced-rate guest admissions.
- Food & Beverage: On-site dining at Taste of Holland restaurant and Panorama Café, including snacks, meals, and beverages.
- Retail/Merchandise: Souvenir shop selling Madurodam-themed merchandise, gifts, and memorabilia.
- Event Venue Rental: Madurodam Events venue available for corporate events, private functions, and special occasions.
- Group Bookings & School Trips: Special pricing for school groups (€9.00-€10.50 per student) and tour operators with dedicated support and catering options.
- Parking: On-site parking with 450 spaces at €14.95/day, plus 8 electric vehicle charging stations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard day ticket for general admission |
| One time/ perpetual license | Pay-as-you-go | Flexible ticket with no date restriction |
| One time/ perpetual license | Pay-as-you-go | Discounted date-specific tickets |
| Unit Pricing | Pay-as-you-go | Family and friends bundle of 4 tickets |
| Freemium | Pay-as-you-go | Complimentary admission for youngest visitors |
| Subscription | Annual | Individual annual pass |
| Subscription | Annual | Family annual pass for 4 persons |
| Subscription | Pay-as-you-go | School trip pricing for primary education |
| Subscription | Pay-as-you-go | School trip pricing for secondary education |
| Unit Pricing | Pay-as-you-go | Optional school lunch package |
| Transaction based/ take rate | Pay-as-you-go | On-site parking fee |
| Unit Pricing | Pay-as-you-go | Group booking for 20+ persons |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Madurodam product offering
Product offeringCore offering
Madurodam is a miniature theme park in The Hague, Netherlands showcasing the highlights of the Netherlands through more than 430 scale-model landmarks of Dutch cities, buildings, and cultural icons. The park combines these miniature displays with 7 interactive XL attractions, 18 hands-on activities, restaurants, and a souvenir shop, while operating as a living memorial to war hero George Maduro with all proceeds directed to the Madurodam Children's Fund. Additional offerings include day tickets, flex tickets, annual subscriptions, educational school trips, group bookings, and corporate/private event venue hire.
Product overview
Madurodam is a miniature theme park and war memorial showcasing the best of the Netherlands. The core product is the physical theme park featuring over 430 miniatures, 7 interactive indoor/outdoor attractions (including De Windjager, The Flying Dutchman, De Hollandse Meesters, De Waterwolf, Nieuw Amsterdam, Het Hof van Nederland, and Het Verhaal van George), 18 hands-on activities, and playgrounds like Rivierenland. The park also operates restaurants (Taste of Holland, Panorama Café), a mobile app, and offers tickets in various formats (day tickets, flex tickets, annual subscriptions). Madurodam's charitable arm, the Madurodam Children's Fund, channels park proceeds to children's causes, while the Mayor and Aldermen program engages youth in civic leadership. Group offerings include school trips, corporate events, and children's birthday parties.
Differentiator
Problem solved
Functional benefit
Products and services
- Madurodam Theme Park (Park Admission) Physical miniature theme park showcasing over 430 scale models of Dutch landmarks, 7 interactive XL attractions, 18 hands-on activities, restaurants, and a souvenir shop, open 365 days per year. Targeted at families, individual tourists, and school groups.
- De Windjager (The Wind Chaser) Attraction Indoor attraction themed around an old sawmill where visitors board carts and experience a wind-powered adventure. Wheelchair accessible. Minimum height requirement 1 meter.
- The Flying Dutchman Attraction Aircraft-themed attraction where visitors experience flight. Suitable for all ages; requires climbing stairs.
- De Hollandse Meesters (Dutch Masters) Attraction Indoor interactive play attraction themed around Dutch master paintings with ball pits, climbing structures, and immersive art experiences. Wheelchair accessible and suitable for all ages.
- De Waterwolf Attraction Interactive attraction where visitors operate the wheels of a steam engine to pump water, demonstrating historical Dutch water management. Wheelchair accessible. Recommended age 6+.
- Nieuw Amsterdam Attraction Interactive attraction themed around colonial Amsterdam where children can fire cannons. Wheelchair accessible. Recommended age 6+.
- Het Hof van Nederland Attraction Indoor attraction featuring a fireplace setting where visitors listen to stories about Dutch history. Wheelchair accessible. Recommended age 6+.
- Het Verhaal van George Attraction Indoor film attraction featuring a 5-meter-high screen showing the story of war hero George Maduro. Wheelchair accessible. Recommended age 6+.
- Day Ticket Standard admission ticket with variable pricing based on date, discounted when booked online and during winter maintenance period. Valid for one day. Targeted at general visitors.
- Flex Ticket Flexible admission ticket valid through January 3, 2027, allowing visits on any day without date restrictions. Priced at €26.00.
- Annual Subscription (Individual and Family) Annual pass offering unlimited park access for one year with 10% discount in restaurants and shop. Individual at €55/year; Family & Friends for 4 persons at €165/year with €5 guest admission discounts.
- Family and Friends Ticket Bundle Bundle of 4 tickets at €79.96 total (approximately €18.75 each), available online only, providing a discount versus individual tickets.
- School Trips Educational Program Educational group visits for primary and secondary schools with special rates (€9.00-€17.75 per person), educational content covering Dutch history, water management, famous painters, and innovation. Minimum 10 persons.
- Group Bookings (20+ Persons) Group visits available for 20+ people with personal reservation assistant, flexible cancellation, free coach parking, free admission for driver and tour leader with complimentary drink, and optional catering.
- Children's Birthday Parties Organized birthday party packages for children at the park.
- Madurodam Events Venue Hire Event venue services for corporate events and private functions held at the park, marketed through a dedicated Madurodam Events website.
- Taste of Holland Restaurant Main on-site restaurant at the park, wheelchair accessible with adapted toilet facilities, serving meals and drinks.
- Panorama Café Second on-site restaurant at the park, wheelchair accessible with adapted toilet facilities, serving snacks, meals, and beverages.
- Madurodam Souvenir Shop On-site souvenir shop selling Madurodam-themed merchandise, gifts, and memorabilia to park visitors.
- Madurodam Mobile App Mobile application available on Google Play Store and Apple App Store, providing interactive park maps, attraction information, and ticket access for Android and iOS devices.
Quantifiable outcome
- Over €38 million donated to children's charities since 1952
- +2 more outcomes
Companies that use Madurodam
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Madurodam technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Madurodam partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights6 records
Madurodam competitors and assessment
Company assessmentDirect peers
- Toverland: Dutch theme park in Limburg with indoor and outdoor attractions including themed areas. Competes for the same Dutch family and group booking segments as Madurodam.
- Walibi Holland: Major Dutch theme park in Biddinghuizen with thrill rides and family attractions. Competes directly with Madurodam for Dutch families and school groups in the Netherlands attraction market.
- Efteling: Largest theme park in the Netherlands, operating fairy-tale themed rides and attractions in Kaatsheuvel. Directly competes for the same Dutch family and international tourist visitor base that Madurodam targets, with comparable ticket pricing and broader attraction portfolio.
- Duinrell: Theme park and holiday resort near The Hague with family attractions and Tikibad water park. Geographically closest competitor to Madurodam and competes for the same Dutch school trip and family segments.
- Mini-Europe: Brussels-based miniature park showcasing EU landmarks at 1:25 scale. Most direct comparable in business model (miniature country/continent park) and target market (international tourists seeking a compact European experience), differing only in geographic scope.
- Slagharen: Western-themed amusement park and resort in Overijssel. Competes for Dutch family visitors and school groups within the Netherlands attraction market.
Broad incumbents
- Tivoli Gardens: Iconic Copenhagen amusement park founded in 1843 with rides, gardens and entertainment. Comparable in heritage, brand strength, urban-tourist positioning, and family appeal, but at significantly larger scale.
- LEGOLAND Billund: Danish theme park with miniature LEGO-built landmarks and themed lands. Most comparable large-scale miniature-park operator to Madurodam, sharing the miniaturization-based differentiation but operating at a much larger footprint.
Regional players
- Plopsaland De Panne: Belgian theme park with IP-based attractions (Studio 100 characters). Comparable family/school group offering in the Benelux market, with overlap for cross-border Belgian/Dutch visitors.
Emerging players
- Puy du Fou: French historical theme park with theatrical shows and reenactments. Comparable in combining entertainment with cultural/heritage education, particularly relevant given Madurodam's Het Hof van Nederland and George's Story attractions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Madurodam social profiles
Digital presenceMadurodam financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madurodam leadership team
Management profileNumber of profiles
Profiles1 record
Madurodam subsidiaries and ownership
Company hierarchySubsidiaries2 records
Madurodam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madurodam 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 Madurodam
What does Madurodam do?
Madurodam is a miniature theme park in The Hague, Netherlands showcasing the highlights of the Netherlands through more than 430 scale-model landmarks of Dutch cities, buildings, and cultural icons. The park combines these miniature displays with 7 interactive XL attractions, 18 hands-on activities, restaurants, and a souvenir shop, while operating as a living memorial to war hero George Maduro with all proceeds directed to the Madurodam Children's Fund. Additional offerings include day tickets, flex tickets, annual subscriptions, educational school trips, group bookings, and corporate/private event venue hire.
Is Madurodam a public or private company?
Madurodam is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Madurodam founded?
Madurodam was founded in 1952. It employs 101 to 250 people.
Where is Madurodam based?
Madurodam is headquartered in The Hague, Netherlands, in the Europe region.
How does Madurodam make money?
Seven revenue lines are on record. Ticket Sales are the primary driver. The others are annual Subscriptions, food & Beverage, retail/Merchandise, event Venue Rental, group Bookings & School Trips and parking.
Who are Madurodam's main competitors?
Direct peers on record are Toverland, Walibi Holland, Efteling, Duinrell, Mini-Europe and Slagharen. Broad incumbents are Tivoli Gardens and LEGOLAND Billund. Plopsaland De Panne is listed as a regional player. Puy du Fou is listed as an emerging player.
Does Madurodam have an API?
No public API is recorded for Madurodam.
What industry is Madurodam in?
Madurodam's product category is Theme Park / Family Attraction Entertainment. Its primary akta.pro industry code is THAJAEAD, Amusement Parks (Regional/Local Ride Parks & Funfairs). Its NAICS code is 713110 and its SIC code is 7900.