Museumpark Orientalis - Heilig Land Stichting

What Museumpark Orientalis - Heilig Land Stichting does

Museumpark Orientalis, legally Stichting Museumpark Orientalis, is a Dutch non-profit foundation operating the oldest open-air museum in the Netherlands on approximately 30 hectares of forested landscape in Heilig Landstichting near Nijmegen. Founded in 1911, the park combines reconstructed historical villages (Roman Street, Jewish Village, Arab Village), the UNESCO World Heritage Roman aqueduct, ten national monuments within its gates (29 in the surrounding area), and themed experience trails including the Classical Stone Labyrinth, Roman Philosophers' Path, Pilgrim's Path, Koan Garden, and Monument Route. The site functions simultaneously as a cultural heritage attraction, a contemplative and interfaith space (Zen meditation at The Zendo, labyrinth walks, koan reflection), and a social ecosystem hosting around 27–33 on-site partner organizations spanning education, care/welfare, food, and the arts.

The core product is physical admission to the park, sold via online ticketing and the box office at tiered prices (€16 adult, €8 child 4–15, €12.50 student, €40 family) and free for Museumkaart holders. Around 60,000 visitors annually use the park, with a stated target of 100,000+. Revenue is supplemented by Friends memberships (Vriend, from €60/year), premium Founder memberships (from €500/year with five-year commitment and Founders Forum participation), donations (one-time, periodic, and bequests), parking (€7.50), location rental, and on-site hospitality tenants such as Knaap Food (Roman Herberg) and Zendo Café. Recurring programming — Feest van Licht winter festival, Wagner 4-Day event, audio tours, education programs for schools, guided tours, and group/corporate outings — drives both visitation and event-based revenue. Operational funding is reinforced by the Municipality of Berg en Dal, which matches Friends contributions, and EU-subsidized projects supporting accessibility and intergenerational programming.

The organization is governed by a Directeur-bestuurder (Sietse Jager) and a six-member Supervisory Board (Raad van Toezicht), holds ANBI public-benefit status, and complies with the Dutch Governance Code for Culture, Fair Practice Code, and Diversity & Inclusion Code. It received GSTC certification in 2024 and operates with a small paid staff supplemented by 100+ volunteers. Distribution is direct-to-consumer through online ticketing, the on-site box office, advance reservations for schools and groups, and dedicated location-rental channels, supported by social media, newsletter, and event-driven PR.

Name

Museumpark Orientalis - Heilig Land Stichting

Legal name

Stichting Museumpark Orientalis

Website

https://museumparkorientalis.nl

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

Museumpark Orientalis is the oldest open-air museum in the Netherlands, operating a 30-hectare heritage park near Nijmegen with reconstructed Roman, Jewish and Arab villages, themed trails, and on-site social partners. It serves families, schools, cultural tourists and corporate groups through ticketed admission, events, memberships and venue rental.

Ownership category

akta.pro rank

Product category

Open-Air Museum / Cultural Heritage Park

NAICS

Museums (712110), Historical Sites (71212)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

akta.pro secondary industries

Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG), Religious Landmarks & Pilgrimage Sites (Temples, Churches, Shrines) (THAJACAG)

Keywords

• Open-air museum
• Cultural heritage tourism
• Historical exhibitions
• Educational programming
• Walked themed trails

Headquarters

HQ city

Heilig Landstichting

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Admission Tickets: Visitors pay for entry tickets with tiered pricing for adults (€16), children 4-15 (€8), family tickets (€40 for 2 adults + 2 children), and free entry for children 0-3 and wheelchair companions. Museumkaart holders receive free entry.
2. Location Rental and Event Hosting: Venue rental services for groups, companies, and private events including the Roman Herberg (restaurant/café operated by Knaap Food), group bookings, and special event packages.
3. Volunteer Program Donations: Volunteers contribute time and labor in exchange for benefits including free museum access, VOG (certificate of conduct), and volunteer compensation of €5 per half-day.
4. Donor and Membership Programs: Vriend (Friend) membership starting at €60/year with benefits including free annual access. Founder program at €500+/year with additional benefits including name on sponsor board and Founders Forum participation.
5. Sponsorship and Affiliate Revenue: Revenue through SponsorKliks affiliate program where Museumpark Orientalis receives commissions (75% of commissions from SponsorKliks) when visitors make online purchases through their portal.
6. Parking Fees: Parking tokens available for €7.50 per vehicle.
7. Foundership Contributions: Founders contribute minimum €500 per year with multi-year commitment (minimum 5 years) and receive strategic advisory role through Founders Forum.
8. Periodic Giving: Periodic donations with minimum €60/year, with tax benefits as Museumpark Orientalis is an ANBI institution.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Museumpark Orientalis operates an open-air museum park featuring reconstructions of religious and historical sites from the Holy Land, themed walking trails, rotating exhibitions, seasonal events, educational programs for schools and groups, and on-site hospitality (Roman Inn, Zendo Café). The Stichting (foundation) sells admission tickets, memberships, donations, and rents its grounds for events and film productions.

Product overview

Museumpark Orientalis is an open-air museum (the oldest in the Netherlands) offering a unified cultural heritage experience. The core product is the physical museum park with themed experience trails (Labyrinth, Roman Philosophers' Path, Pilgrim's Path, Koan Garden, Monument Route) and rotating exhibitions. The portfolio includes ticketed admissions, educational programs, guided tours, and group outing packages. Supporting services include food/hospitality (Roman Inn by Knaap Food, Zendo Café), event hosting, location rental, and membership programs (Friend starting at €60/year, Founder at €500+/year). Seasonal events like Feest van Licht (winter light festival) and Wagner 4-Day Event provide additional programming. The museum generates revenue through admissions, memberships, donations, sponsorships, and location rental.

Differentiator

Problem solved

Functional benefit

Products and services

• Park admission (entry ticket) Paid entry to the open-air museum park for individual visitors, families, and tourists, including access to the Holy Land reconstructions, walking trails, and on-site hospitality.
• Themed walking trails Self-guided themed trails across the park grounds, including the Labyrinth, Roman Philosophers' Path, Pilgrim's Path, Koan Garden, and Monument Route, offering contemplative and educational walking experiences for visitors.
• Exhibition: Treasures of the Old World Curated exhibition of historical/religious artifacts and themed displays presented within the park's exhibition spaces.
• Seasonal events (Feest van Licht, Wagner 4-Day, Borrel in Wintersjasje) Time-bounded cultural events hosted at the park, including a light festival (Feest van Licht), a Wagner-themed multi-day event, and a winter drinks gathering (Borrel in Wintersjasje).
• School and group programs Structured educational visits and group outings designed for schools and organized groups, with curriculum-aligned content around the park's religious and cultural heritage.
• Location rental (events and film productions) Rental of the park's distinctive Holy Land-themed grounds for corporate events, private celebrations, and film or photo productions.
• Vrienden van het Park (Friends of the Park) membership Annual membership program for individual supporters, providing ongoing engagement with the park and financial support to the Stichting.
• Oprichter (Founder) patronage program Higher-tier donor program for patrons providing substantial financial support to the museum and its heritage mission.
• Roman Inn (Herberg Romein) and Zendo Café hospitality On-site food and beverage service for visitors through the Roman Inn (Herberg Romein) restaurant and the Zendo Café.

Quantifiable outcome

• Growing to more than 100,000 visitors per year, making it a multicultural tourist magnet
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

31 partnerships are on record, tiered minor and core.

• 7-Hills SurvivalminorStrategic or Co-development PartnerA survival run association affiliated with Survivalrun Bond Nederland (SBN), providing safe, insured training sessions and runs on the enclosed Museumpark Orientalis grounds, exclusively for members and prospective members.
• ArbresminorStrategic or Co-development PartnerCreates and maintains food forests, specializing in the food forest as a social workplace with focus on social involvement, education, and collaboration.
• Sietske KloosterminorStrategic or Co-development PartnerMovement in change: Sietske designs experiences that inspire people and make change possible together.
• Daan HegemanminorStrategic or Co-development PartnerCoach and mobile youth support worker (8-25 years) providing individual support at home, school, or in Timmermanshuis. Location: Carpenter's house, next to Caravanserai.
• The ZendocoreStrategic or Co-development PartnerMeditation center and Zen café located at the front of the park by the entrance gate. Offers meditation practice, mindfulness, and refreshments.
• DIT coachingminorStrategic or Co-development PartnerOutpatient care organization providing person-centered, Socratic coaching at home. SKJ-registered and ISO-certified coaches. Location: Caravanserai.
• ElanArtminorStrategic or Co-development PartnerInspires, motivates, and activates young newcomers through art and culture, promoting contact, understanding, and appreciation.
• Hans WijnhovenminorStrategic or Co-development PartnerPhotographer capturing the soul and beauty within each person, translating perception into vivid, spontaneous, and aesthetic images.
• IBBO DolomiteminorStrategic or Co-development PartnerSpiritual primary and secondary school with a home-like atmosphere offering tailored education for children 4-18 years. Location: Roman street.
• Knaap Food (De Herberg)coreChannel Partner/ Reseller/ DistributorOperates the Roman Herberg (inn) open to visitors and provides catering for large and small groups, both on location and at customers' locations. Location: Roman street.
• Labyrinth GroupminorStrategic or Co-development PartnerProvides labyrinth guidance for individual and group visits, facilitating awareness, reflection, and personal or collective discoveries. Location: Labyrinth.
• LazuliminorStrategic or Co-development PartnerSmall-scale primary school where children learn through play driven by intrinsic motivation, in connection with themselves, each other, parents, and environment.
• Lisette SillessenminorStrategic or Co-development PartnerHSP/HSS coach supporting clients in discovering and utilizing their high sensitivity and high sensation-driven nature through personalized guidance.
• Lowlines CollectiveminorStrategic or Co-development PartnerSlackline collective balancing on their training highline high among the trees in the park.
• Dennis Blaauw (Stambeelden)minorStrategic or Co-development PartnerGives dead trees new life by transforming them into trunk sculptures using chainsaw and chisel, combining creativity, craftsmanship, and inspiration.
• Malus SaplokaalminorChannel Partner/ Reseller/ DistributorSmall-scale juice parlor where young adults facing barriers to employment make apple juice and cider in an artisanal way. Location: Roman street.
• MonteverdeminorStrategic or Co-development PartnerOffers unique combination of outdoor work and reintegration/social activation programs where participants develop skills and contribute to nature and society.
• MerakiminorStrategic or Co-development PartnerLearning and development environment for gifted and highly sensitive young people where talents are nurtured and curiosity stimulated. Location: Syrian farm.
• Dutch BossminorStrategic or Co-development PartnerSchool for civic integration, participation, and language, helping participants develop skills and knowledge to function actively and independently in society.
• NN ZevenheuvelenminorStrategic or Co-development PartnerThe Zevenheuvelenloop, -trail, -hike, and -winterhike start, finish, and take place (partially) on the museum grounds.
• PadmaHeartminorStrategic or Co-development PartnerInternational platform for Yoga and self-care offering live and online yoga classes, workshops, and ceremonies focused on well-being and personal growth.
• Quest EventscoreChannel Partner/ Reseller/ DistributorOutdoor and teambuilding events for groups, schools, and companies, focusing on collaboration, personal development, and fun. Location: Sanhedrin/Syrian farm.
• Rewilding EuropeminorStrategic or Co-development PartnerWorks with local partners on large-scale nature restoration in Europe by giving nature space again. Location: Stella Matutinis.
• Sinan Can / Shams-Rumi FoundationminorStrategic or Co-development PartnerJournalist and program maker with the Shams-Rumi Foundation, working on sharing stories and cultural exchange.
• SpinselsminorStrategic or Co-development PartnerDevelopment of out-of-the-box solutions for key issues in public and private sectors, focused on impact, efficiency, and sustainable results.
• Valkhof MuseumminorStrategic or Co-development PartnerOffers all Roman programs at Museumpark Orientalis through 2026, where visitors can experience Roman capabilities firsthand by doing activities themselves.
• Food Forest De ReizigerminorStrategic or Co-development PartnerEdible landscape where care groups, volunteers, and nature lovers come together to experience biodiversity and discover stories of nature.
• Radboud UniversitycoreStrategic or Co-development PartnerCollaborative partner in academic research and educational programs. Students from Radboud University collaborated on audio tour development and think tanks.
• Titus Brandsma InstitutecoreStrategic or Co-development PartnerAcademic institute partnered for dialogue and reflection activities, spiritual research, and contemplative education programs.
• Laudato Si'coreStrategic or Co-development PartnerInternational movement focused on caring for our common home, aligned with the museum's sustainability and environmental stewardship mission.
• Municipality of Berg en DalcoreStrategic or Co-development PartnerLocal government partner providing subsidy support, with every euro from Friends doubled by the municipality to support museum development.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Den Gamle By: Open-air museum of urban culture and history in Aarhus, Denmark, featuring fully furnished historical town houses, shops, and workshops from different eras. Closely comparable as a European open-air heritage museum with reconstructed period settings, ticket-based admission, membership programs, and event-driven demand generation.
• Skansen: The world's first open-air museum and zoo, located on Djurgården in Stockholm, Sweden, featuring historical buildings and cultures from across Sweden plus a zoo. Closely comparable as a founding example of the open-air museum format Museumpark Orientalis operates, with similar offerings (historical reconstructions, seasonal events, membership programs) and a much larger scale.
• Zuiderzeemuseum: Open-air museum in Enkhuizen preserving the cultural heritage of the former Zuiderzee region, with reconstructed historical buildings, shipyards, and craft demonstrations. Closely comparable in offering (open-air historical village, experience trails, educational programming), visitor mix (families, school groups, cultural tourists), and non-profit foundation operating structure.
• Openluchtmuseum Het Hoogeland: Smaller Dutch open-air museum in Borger (Drenthe) presenting rural and prehistoric heritage of the region, including hunebedden (megalithic tombs). Comparable as a regional open-air heritage museum in the Netherlands with reconstructed historical structures, outdoor experience trails, and a non-profit operating model, though smaller in scale than Museumpark Orientalis.
• Nederlands Openluchtmuseum: The Netherlands' largest open-air heritage museum in Arnhem, featuring reconstructed historical villages, traditional crafts, and industrial heritage across ~44 hectares. Directly comparable to Museumpark Orientalis in product (open-air historical reconstructions, experience trails, ticketed admission), customer base (Dutch families, schools, tourists), and operating model (non-profit foundation, seasonal operation, mix of events and education).
• Archeon: Open-air archaeological theme park in Alphen aan den Rijn featuring reconstructed prehistoric, Roman, and medieval settlements with costumed interpreters. Closely comparable in core concept (open-air historical park with reconstructed periods), event programming (seasonal festivals), and family/school target audience, though with a broader prehistoric-to-medieval scope than Museumpark Orientalis's Roman-to-present focus.

Broad incumbents

• Puy du Fou: Large-scale historical theme park in France (with expanding operations in Spain and the Netherlands) renowned for large-scale reenactment shows and recreated historical villages. Conceptually aligned with Museumpark Orientalis's "living history" approach but operates at a dramatically larger scale, with a commercial rather than non-profit structure and a global brand.
• Efteling: The Netherlands' largest theme park in Kaatsheuvel, with fairy-tale themed attractions, shows, and accommodation, drawing millions of visitors annually. Comparable as a Dutch family destination with strong event programming and ticketed admission, but operates at vastly larger scale and as a commercial (rather than non-profit heritage) attraction in a different category.
• Kröller-Müller Museum: Major Dutch art museum and sculpture garden in Otterlo (Gelderland) housing a Van Gogh collection and a large outdoor sculpture park within Hoge Veluwe National Park. Comparable as a Dutch heritage attraction in the same Gelderland province with a blend of indoor collection and outdoor experience, ticketed admission, and non-profit foundation structure, though focused on art rather than multicultural heritage.

Others

• Valkhof Museum: Museum of archaeology and art in Nijmegen focused on the region's Roman history and modern art, and a strategic partner of Museumpark Orientalis (delivering Roman programs at the park through 2026). Adjacent as a regional museum partner with overlapping Roman-heritage programming rather than a direct competitor in the open-air park format.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MpOrientalis
• Instagraminstagram.com/museumparkorientalis
• LinkedInlinkedin.com/company/museumpark-orientalis---heilig-land-stichting

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Museumpark Orientalis - Heilig Land Stichting