What Naturama does

Naturama is the Natural History Museum of Southern Denmark, located at Dronningemaen 30 in Svendborg, Denmark. Founded in 1935 by journalist and collector Harald Thomsen as Svendborg Zoologiske Museum, the institution was renamed Naturama in 2004 and re-opened in a purpose-built 4,200 m² facility in 2005. It operates as a self-governing institution (selvejende institution) with its own board of directors, holding state recognition (statsanerkendelse) since 1978. The museum presents Northern European wildlife across three thematic exhibition levels — Water (basement, marine life including a 16-meter sei whale skeleton), Land (ground level, mammals), and Air (first floor, 500+ bird specimens) — and holds 30,000-40,000 specimens in research collections spanning mineralogy, paleontology, entomology, ornithology, and zoology, with some items dating to 1806. A staff of approximately 20 named employees includes biologists, researchers, curators, communicators, educators, an event manager, kitchen staff, and front desk personnel.

The museum's commercial activity spans at least eight revenue streams: admission tickets (180 DKK adult, 125 DKK for groups of 10+, free for ages 0-17), annual passes (375 DKK with reciprocal access to Fjord&Bælt and discounts at partner museums), Café Foderbrættet (on-site café with brunch and Wolf Hour dinners), a museum shop, venue rental (Store Sal with 120-person capacity, RangerRoom, NaturLAB), school programs (0-1,500 DKK), children's birthday parties (179 DKK per child), and tax-deductible donations via MobilePay. The museum serves families with children as its primary audience, school groups (with free transport for Funen and Langeland schools), corporate and private event clients, and adult learners through TAPAS'n'TALKS evening lectures.

Beyond exhibitions, Naturama conducts significant scientific research — most prominently Denmark's largest dormouse (hasselmus) monitoring program with 800+ boxes checked up to 8 times annually, conducted in partnership with the University of Southern Denmark (SDU). A current PhD project explores dormice as climate ambassadors. The museum also leads communication for the LIFE Ring EU biodiversity project (2024-2033) spanning all Funen municipalities. Distribution is direct through on-site ticketing and online sales, with no API or third-party integrations. Marketing leverages a multi-language website (Danish, English, German), social media (Instagram, Facebook, YouTube), VisitFyn tourism partnership, school outreach, and citizen science programs.

Name

Naturama

Legal name

Naturama

Website

https://naturama.dk

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturama is the Natural History Museum of Southern Denmark in Svendborg, presenting Northern European wildlife across three themed exhibition levels (Water, Land, Air) to families, schools, and corporate clients. The museum conducts dormouse research with SDU and operates a café, shop, venue rentals, and educational programs.

Ownership category

akta.pro rank

Product category

Natural History Museum and Cultural Institution

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Natural History Museums (THAJADAC)

akta.pro secondary industry

Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Natural history museum
• Wildlife exhibitions
• Educational programs
• Citizen science research
• Cultural heritage institution

Headquarters

HQ city

Svendborg

HQ country

Denmark

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. Admission Tickets: Daily tickets sold at entrance and online. Adults 180 DKK, children 0-17 free. Group rates available for 10+ persons at 125 DKK per person.
2. Annual Passes: Annual passes sold for 375 DKK, valid for one year from purchase date. Includes free access to both Naturama and Fjord&Bælt, plus discounts at shops, café, and partner museums.
3. Café Foderbrættet: On-site café serving homemade meals using local and Danish ingredients. Offers brunch (169 DKK adults, 89 DKK children), Wolf Hour dinners (99 DKK per person), and event catering.
4. Museum Shop: Retail shop at entrance selling stuffed animals, books, puzzles, crystals, figures, stationery, toys, crafts, wooden birds, and nature exploration equipment.
5. Venue Rental and Events: Rent of museum spaces (Store Sal with 120 capacity, RangerRoom with 50 capacity, NaturLAB) for conferences, meetings, corporate events, and private functions. Includes catering from Café Foderbrættet.
6. School Programs: Educational programs for schools and institutions, priced from 0-1500 DKK depending on program length and materials. Includes guided tours, dissections, nature studies, and classroom visits.
7. Children's Birthday Parties: Ranger expedition birthday packages at 179 DKK per child (as of May 2026), including food, cake, guided expedition, live animals, and treasure hunt. Minimum 10, maximum 30 participants.
8. Donations: Donations accepted via MobilePay (812946) and QR code. Donations are tax-deductible. Funds support conservation work, research, and education.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Naturama is a natural history museum presenting wildlife exhibits across three themed levels (Water, Land, Air) and running educational programs, hands-on workshops, and citizen science research. Revenue is generated through admission tickets, annual passes, on-site café and museum shop sales, school programs, children's birthday parties, venue rentals for corporate events, and tax-deductible donations.

Product overview

Naturama is the Natural History Museum of Southern Denmark located in Svendborg, offering a unified visitor experience centered on modern natural history exhibitions. The museum presents Northern Europe's wildlife across three themed levels—Water (marine life and whales), Land (mammals), and Air (500+ birds)—augmented by temporary exhibitions, hands-on workshops, educational programs, and café/shop amenities. Revenue streams include admission tickets, annual passes, venue rentals, school programs, birthday parties, café dining, and museum shop purchases. The museum also conducts scientific research, particularly on dormice (hazel dormouse), and operates the LIFE Ring biodiversity project across Funen.

Differentiator

Problem solved

Functional benefit

Products and services

• Naturama Museum Exhibitions Natural history museum featuring Northern Europe's wildlife across three exhibition levels: Water (underwater marine life), Land (mammals and wildlife), and Air (bird collection of 500+ specimens). Includes permanent exhibitions such as the egg collection, Arctic animals, and the 16-meter sei whale skeleton.
• Annual Pass (Årskort) Annual membership providing free access to both Naturama and Fjord&Bælt, 10% discount in shops and café, 50% discount at partner museums, and exclusive events for pass holders. Priced at 375 DKK for adults; children 0-17 years free.
• School Programs (Skoletjenesten) Educational programs for daycares and school classes including Know Your Danish Animals, Live Animals Encounter, Nature Studies, Climate Education, Anatomy & Physiology, Fish Dissection, Whale World, and Time Travel. Prices range from 0-1,500 DKK. Free transport provided for Funen and Langeland schools.
• Children's Birthday Parties Ranger expedition birthday parties for children aged 5-12, including decorated table in café, nature guide, museum expedition with live animals, treasure hunt, food and cake. Bookable weekends 12-14. Price: 179 DKK per child (minimum 10, maximum 30 participants).
• Venue Rental (Store Sal, RangerRoom, NaturLAB) Event venue rental including Store Sal (120-capacity, 360° projection), RangerRoom (50-capacity with jungle décor), and NaturLAB (50-capacity with terrace). Includes AV equipment, catering from Café Foderbrættet, and built-in activities like dissections and guided tours.
• Café Foderbrættet On-site café offering homemade meals using local and Danish ingredients, with focus on minimizing food waste and prioritizing organic products. Serves brunch monthly, Wolf Hour (Ulvetimen) evening events, and birthday catering.
• Museum Shop Retail shop at museum entrance offering stuffed animals, books, puzzles, crystals, figures, stationery, sustainable toys, crafts, wooden birds, and exploration kits for children.
• TAPAS'n'TALKS Evening events combining museum access, tapas dining with local ingredients, and talks from researchers and experts on nature topics. Supported by Region of Southern Denmark's Culture Fund.
• LIFE Ring Mobile Exhibition Mobile exhibition part of a 2024-2033 EU biodiversity project connecting nature across Funen, Ærø, and Langeland. Features threatened species and explains how to strengthen nature together. Free admission.
• Guided Tours (Rundvisninger) Various guided tours including '350 Million Years with Eggs', 'Whale World', 'Northern European Mammals', 'Bird World of Northern Europe', 'Invasive Species', 'Royal Animals', and specialty tours focused on dormice. Bookable via [email protected] or +45 2488 6206.
• Workshop Activities Hands-on workshops including 'Become a Naturama Ranger', 'Build a dormouse box', 'Creative Workshop', 'Become a researcher for a day', and dissection workshops. Activities vary by season and target both children and adults.

Quantifiable outcome

• 65,000 annual visitors including 30,000 children and youth
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Zenia Henriksdottir Hansen (SDU Ph.D. Student)coreStrategic or Co-development Partner · 1 August 2024Ph.D. project 'From Cuteness to Conservation: Using the Hazel Dormouse as a Model for Cross-Disciplinary Learning on Climate Change and Biodiversity Conservation' conducted in collaboration with SDU's Biological Institute and Institute for Design, Didactics and Digitalization.
• LIFE Ring Consortium (Fyn municipalities)coreStrategic or Co-development Partner · 14 May 2024Naturama leads communication for a major EU biodiversity project (2024-2033) spanning all Funen municipalities. Mobile exhibition at museum raising awareness about Natura 2000 areas and endangered species.
• Fjord&BæltcoreStrategic or Co-development Partner · 1 January 2013Naturama and Fjord&Bælt are two fused Funen attractions functioning as nodes for research and nature conservation knowledge sharing. They share a collaboration agreement since January 2013, mutual annual pass access, combined charity fund distributing 1,000 free tickets annually to established associations, and joint evening events including TAPAS'n'TALKS.
• Syddansk Universitet (SDU)coreStrategic or Co-development PartnerResearch partnership with SDU's Biological Institute and Institute for Design, Media and Educational Sciences. Joint Ph.D. project on dormice as climate ambassadors. Museum represented at SDU providing teaching and supervision from student start through Ph.D. level.
• Region SyddanmarkminorGTM or Marketing PartnerRegion of Southern Denmark's Culture Fund supported the TAPAS'n'TALKS project recognizing Naturama's potential as 'nature's meeting house'.
• Aqua Akvarium og DyreparkminorChannel Partner/ Reseller/ DistributorPartner museum offering 50% discount on admission for Naturama annual pass holders. Part of the museum discount network including Statens Naturhistoriske Museum, Naturhistorisk Museum Århus, and other institutions.
• VisitFynminorGTM or Marketing PartnerRegional tourism partnership promoting Funen attractions through VisitFyn app and promotional materials.
• International Research PartnersminorStrategic or Co-development PartnerInternational collaborations with Nature Research Centre (Lithuania), Max Planck Institute (Germany), People's Trust for Endangered Species (UK), University of Turin (Italy), and Institut für Tierökologie und Naturbildung (Germany).

Scale indicators6 records

Recent moves14 records

Expansion highlights3 records

Broad incumbents

• National Museum of Natural History (Paris): Major French natural history institution with research, exhibitions, and public education. Comparable in operating model of combining curated scientific collections with public-facing natural history exhibitions, though at significantly larger scale.
• Natural History Museum, London: World-leading natural history museum offering scientific collections, exhibitions, and public engagement. Comparable in core mission (natural history exhibition, research, education) though at vastly larger scale and global reach.
• Statens Naturhistoriske Museum (Natural History Museum of Denmark): Denmark's national natural history museum in Copenhagen, the country's largest and most prominent natural history institution. Directly comparable as it operates natural history exhibitions, scientific collections, and public education programs, though at a significantly larger scale and broader scope.

Direct peers

• Naturhistorisk Museum Århus: Natural history museum in Aarhus, Denmark, directly comparable to Naturama in mission and offering. Both present wildlife exhibitions, educational programs, and school services, and are reciprocal partners via Naturama's annual pass discount network.
• Fjord&Bælt: Marine research and visitor center in Kerteminde, Denmark, with which Naturama has had a cooperation agreement since 2013. They share a director, mutual annual pass access, and joint events, making it the closest operational peer in the Danish nature-attraction ecosystem.
• Aqua Akvarium og Dyrepark: Aquarium and animal park in Denmark that is a reciprocal partner museum with Naturama. Comparable as a Danish visitor attraction combining live animals, exhibits, and family-oriented educational experiences.

Regional players

• Den Blå Planet (National Aquarium Denmark): National Aquarium of Denmark near Copenhagen, focused on marine life and family education. Comparable as a Danish nature-themed visitor attraction with educational programs, ticket sales, and event offerings.
• Universeum: Sweden's national science center in Gothenburg combining science exhibits, live animals, and hands-on educational experiences. Comparable as a regional Nordic science/nature center with family and school audiences, though with broader STEM focus rather than pure natural history.
• Østfyns Museer: Regional museum network on Eastern Funen offering reciprocal annual pass discounts to Naturama pass holders. Comparable as a Danish cultural/heritage institution with overlapping regional tourism and education audiences.
• Kattegatcentret: Public aquarium and marine research center in Grenaa, Denmark. Comparable as a Danish visitor attraction focused on marine wildlife and family education, with similar mix of live animals, exhibits, and school programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Naturamasvendborg
• Facebookfacebook.com/naturamadk
• Instagraminstagram.com/naturamadk
• LinkedInlinkedin.com/company/naturama

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Naturama