Euromast

What Euromast does

Euromast operates a 185-metre observation tower in Rotterdam originally constructed in 1960 (height extended in 1970) and currently owned and operated by Magnicity Horeca B.V., a private limited company registered in the Netherlands. The asset combines a 112-metre outdoor observation platform, the Euroscoop rotating glass elevator that ascends to 185 metres, and a ground-floor immersive experience ('The Rise of Rotterdam') included free with every ticket. Hard infrastructure pairs with a multi-product hospitality layer: Brasserie Euromast (an international-cuisine, Golden Green Key-certified restaurant at 100m), two overnight suites (Suite Stars €450, Suite Heaven €478), a seasonal Rooftop Bar, abseiling from 100 metres (marketed as Europe's highest abseil), and recurring high-altitude events such as Silent Disco (€42.50, 18+, 300-ticket capacity). Technology differentiation rests on the Euroscoop's glass-floor / light-and-sound cabin (music by DJ Oliver Heldens) and the Magnicity web app, a free augmented-reality overlay with 200+ map locations, historical videos, and AR filters applied to the live city view.

The go-to-market is direct-to-consumer-first via euromast.nl with dynamic pricing (online saves up to €5 per ticket and includes The Rise of Rotterdam), supplemented by on-site counter sales, a tour-operator PDF rate sheet, a Bookingshake-powered school-trip booking system, and an event-driven calendar (Silent Disco, Rooftop Bar, the annual Euromast Trappenloop stair climb of 589 steps). Distribution is deepened through combination-ticket partnerships with seven Rotterdam attractions — Spido, Splashtours, Pancake Boat, ss Rotterdam, Feyenoord (De Kuip), Remastered, and Rivercruise Rotterdam — and through Tiqets as international marketplace, plus Rotterdam Pass and Postcode Lottery voucher redemption. Customer segments span individual tourists (primary), school groups, corporate event guests (up to 20 people), package/combo-ticket visitors, and luxury overnight-stay guests; repeat local visitation is anchored by the €35 Mastkaart annual pass (€25 for children), which bundles an annual Euroscoop ride, 20% F&B discount, and a 25% discount at Diergaarde Blijdorp.

The company is currently in the final phase of a major renovation under Magnicity management (January 2025 to Q2 2026), covering exterior refurbishment of the crow's nest and complete restaurant renovation with a custom hanging platform, ahead of a spring 2026 reopening. Euromast holds no disclosed venture, private-equity, or public shareholders; Leonie Staat serves as General Manager. Revenue figures are not publicly disclosed.

Name

Euromast

Legal name

Euromast Horeca B.V.

Website

https://euromast.nl

Company type

Private

Founded year

1960

Operating status

Operating

Short description

Euromast operates Rotterdam's 185-metre observation tower, offering viewing platforms, the rotating Euroscoop elevator, the 'Rise of Rotterdam' immersive experience, an altitude brasserie, two overnight suites, and event-driven attractions for tourists, school groups, and corporate guests.

Ownership category

akta.pro rank

Product category

Observation Tower Attraction

NAICS

Amusement Parks and Arcades (7131), Museums (712110), Museums, Historical Sites, and Similar Institutions (7121), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Observation Decks & Viewing Platforms (THAJACAA)

akta.pro secondary industries

Specialty & Historic Venues (Landmarks, Estates) (THAHAAAK), Rooftop Bars & Outdoor Nightlife Venues (MPAGAIAF)

Keywords

• Observation tower attractions
• Tourism hospitality services
• Altitude dining experience
• Luxury overnight stays
• Urban landmark tourism

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Observation Platform Tickets: Core admission tickets for access to observation platforms at 112m and the Euroscoop at 185m. Online pricing with dynamic rates and a discount for advance purchase.
2. Restaurant (Brasserie Euromast): Full-service brasserie restaurant at 100m altitude offering brunch, lunch, dinner, high tea, and high wine. Revenue from food and beverage sales. Golden Green Key certified.
3. Overnight Suites: Two luxury suites (Suite Stars at €450 and Suite Heaven at €478) offering overnight stays at altitude including breakfast, with exclusive platform access after public closing hours.
4. Adventure Experiences: Abseiling from 100 metres (€73.50), Silent Disco events (€42.50), and seasonal Rooftop Bar generate additional per-person revenue from adrenaline and event experiences.
5. Gift Cards / Value Vouchers: Value cheques redeemable in the restaurant, coffee corner, and suites. Currently not usable for entrance tickets or Euroscoop.
6. Annual Pass (Mastkaart): Annual unlimited-access pass (€35 for adults, €25 for children) with benefits including one free Euroscoop ride, 20% discount on food and beverage, free guest slots with restaurant reservations, and discounts at partner attractions such as Diergaarde Blijdorp.
7. Combination Tickets: Bundled tickets pairing Euromast admission with third-party Rotterdam attractions (Spido harbor cruise, Splashtours, Pancake Boat, ss Rotterdam, Feyenoord stadium tour, Remastered digital art, Rivercruise) sold via partner websites.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Euromast operates a 185-meter iconic observation tower in Rotterdam, providing panoramic viewing platforms at 112m, a rotating glass-enclosed elevator (Euroscoop) to 185m with transparent glass floor, an on-site Brasserie Euromast restaurant at 100m, two luxury overnight suites, abseiling and Silent Disco event experiences, and an immersive 'Rise of Rotterdam' historical experience. Tickets, annual passes, gift cards, and bundled combination tickets with partner Rotterdam attractions (Spido, Splashtours, Pancake Boat, Feyenoord, ss Rotterdam, Remastered, Rivercruise) are sold to visitors.

Product overview

Euromast is an iconic 185-meter observation tower in Rotterdam operated by Magnicity. The company offers a unified visitor experience combining observation platforms at 112 meters, the rotating Euroscoop elevator reaching 185 meters with glass floor, and the immersive 'Rise of Rotterdam' experience (included free with all tickets). Additional offerings include overnight stays in two suite options, Brasserie Euromast restaurant with international cuisine and sustainability certification, adrenaline abseiling from 100 meters, seasonal rooftop bar, and high-altitude Silent Disco events. The company provides a free Magnicity AR app for self-guided exploration. Ticket products include general admission, annual passes, combination tickets with partner attractions (Spido, Splashtours, Pancake Boat, ss Rotterdam, Feyenoord, Rivercruise, Remastered), school trip packages, group arrangements, and gift cards. The venue hosts corporate meetings and events for up to 20 people.

Differentiator

Problem solved

Functional benefit

Brands

• Euroscoop: Rotating panoramic elevator cabin with glass floor that takes visitors to 185 metres height for 360-degree views of Rotterdam.
• The Rise of Rotterdam
• Magnicity

Products and services

• Observation Platforms Admission Panoramic observation platforms at 100 and 112 metres offering 360-degree views over Rotterdam, the harbour, Erasmus Bridge, and (on clear days) as far as The Hague. Open to individual visitors, families, and groups via timed entry tickets.
• Euroscoop Rotating Elevator Ride A rotating glass-enclosed elevator cabin that ascends to 185 metres, featuring a transparent glass floor that becomes clear at the touch of a button, an integrated light-and-sound show set to music by DJ Oliver Heldens, and 360-degree panoramic views of Rotterdam.
• The Rise of Rotterdam Immersive Experience

Quantifiable outcome

• 37,000+ positive reviews across platforms (4.2★ TripAdvisor, 4.4★ Google)
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• SpidocoreStrategic or Co-development PartnerEuromast partners with Spido (Rotterdam harbor cruise operator) to offer a combination ticket: Euromast platform access + 75-minute harbor cruise through Europe's largest port. The cruise departs from Willemsplein 85 and runs daily 9 a.m. to 7 p.m.
• SplashtourscoreStrategic or Co-development PartnerEuromast partners with Splashtours (amphibious bus/boat city tour) to offer a combination ticket: Euromast + Euroscoop + 60-minute amphibious bus tour including spectacular water splash into the Meuse. Adults from €44.00 (excl. Euroscoop).
• Pancake Boat (Pannenkoekenboot)coreStrategic or Co-development PartnerEuromast partners with the Pancake Boat to offer a combination ticket: 75-minute unlimited pancake cruise + Euromast + Euroscoop access. The boat departs from the foot of the Euromast. Adults from €40.50 (excl. Euroscoop).
• ss RotterdamcoreStrategic or Co-development PartnerEuromast partners with the historic ss Rotterdam cruise ship (largest Dutch cruise ship ever built, docked at Kop van Zuid) to offer combination tickets: Euromast platform access + audio tour of the ship including bow, bridge, wheelhouse, and radio room.
• Feyenoord (De Kuip)coreStrategic or Co-development PartnerEuromast partners with Feyenoord's De Kuip stadium to offer combination packages: Euromast platform admission + guided tour of De Kuip (~90 minutes) including players' tunnel, pitch, dressing rooms, stands, and Feyenoord Museum. Adults from €30.50.
• Remastered (Digital Art Experience)coreStrategic or Co-development PartnerEuromast partners with Remastered digital art experience (located under the Erasmus Bridge) to offer combination tickets: Euromast + 60-minute interactive 3D digital art experience featuring Van Gogh, Hieronymus Bosch, and Piet Mondriaan. Adults from €36.00 (excl. Euroscoop) / €41.00 (incl. Euroscoop).
• Rivercruise RotterdamcoreStrategic or Co-development PartnerEuromast partners with Rivercruise Rotterdam to offer combination tickets: Euromast + river cruise with live guide. 60/90/120-minute options. Adults from €31.00 (excl. Euroscoop) / €36.50 (incl. Euroscoop). Boat departs from Parkhaven 13, at the foot of the Euromast.
• De Rotterdam Tram ToursminorStrategic or Co-development PartnerEuromast is combined with De Rotterdam Tram Tours for group experiences. Guests enjoy panoramic views from the Euromast before or after a unique tram tour through Rotterdam's iconic landmarks, with a conductor providing stories about history, architecture, and future plans.
• Rondje RotterdamminorStrategic or Co-development PartnerEuromast is combined with Rondje Rotterdam city tours by luxury touring car, boat, bike, or walking. Led by Rotterdam artists or enthusiastic local guides, covering landmarks including Markthal, Depot, Central Station, Delfshaven, and green city parks.
• MagnicitycoreOthersMagnicity is the global parent company that operates the Euromast. It is the worldwide leader in elevated urban leisure, managing iconic observation towers in four cities: Euromast Rotterdam, Berlin TV Tower, Montparnasse Tower (Paris), and 360 Chicago Observation Deck (John Hancock Center).
• Q-Park SchiecentraleminorGTM or Marketing PartnerQ-Park Schiecentrale (10-minute walk from Euromast) is the preferred parking partner, offering reduced parking rates for Euromast visitors. Visitors can reserve parking spots in advance via the Q-Park website.
• Diergaarde Blijdorp (Rotterdam Zoo)minorGTM or Marketing PartnerAnnual pass (Mastkaart) holders receive 25% discount on regular adult admission to Diergaarde Blijdorp (Rotterdam Zoo), valid throughout the pass validity period. Not combinable with other promotions.
• Rotterdamse Coffeeshop (Rotterdam Coffee)minorOthersThe Euromast gift shop sells locally branded souvenirs including 'Icon 010', 'Maasstroompjes' liqueur, 'Rotterdamse Koffie' coffee, and limited edition items such as 'Heksenvuur'. These are exclusive local products sold in the on-site Coffeecorner & Giftshop.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tour Montparnasse (Paris): Also operated by Magnicity, Tour Montparnasse offers 360° observation at 210m atop Paris's only skyscraper, including Europe's fastest elevator and a rooftop terrace — a sister asset in the same Magnicity portfolio.
• Skydeck Chicago (Willis Tower): Observation deck on the 103rd floor of Willis Tower with The Ledge glass balconies — directly comparable as an iconic high-altitude observation experience with signature glass-floor thrill feature.
• The View from The Shard: London's tallest viewing platform at 309m atop The Shard, with indoor and outdoor observation decks plus a bar/restaurant — directly comparable as a Western European major-city observation attraction.
• One World Observatory: Observation experience at One World Trade Center, NYC (417m), with Sky Pod elevators and an immersive Skyline NYC experience — comparable as a city-defining observation deck with immersive multimedia storytelling.
• Edge NYC: Outdoor observation deck at Hudson Yards with a triangular glass floor and skyline views, plus a bar and event space — comparable as a modern observation experience blending thrill features with F&B and events.
• Berlin TV Tower (Fernsehturm): Operated by the same parent company Magnicity, the Berlin TV Tower is a 368m observation landmark in central Berlin with a revolving restaurant and observation deck — directly comparable as a Magnicity-managed urban observation tower.
• Top of the Rock Observation Deck: Three-tier observation deck atop 30 Rockefeller Plaza, NYC, with event programming and city views — comparable as an urban observation attraction with bundled experiences and event programming.
• A'DAM Lookout: Amsterdam-based observation deck atop A'DAM Tower (100m) with 'Over the Edge' swing and a revolving restaurant — directly comparable as a Dutch competitive observation tower in the same country.
• 360 Chicago Observation Deck: The fourth Magnicity tower: a 94th-floor observation deck in the former John Hancock Center, Chicago. Closely comparable as a Magnicity-managed observation experience with tilt/lean features and bundled add-ons.

Broad incumbents

• Eiffel Tower (3rd floor / summit): The benchmark Western European observation tower with summit access, restaurants, and bundled tours — comparable as a structurally taller, broader incumbent landmark rather than a direct Magnicity peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC6EMQNxGSx29nvMkJuHHT5w
• Facebookfacebook.com/euromast010
• LinkedInlinkedin.com/company/euromast-rotterdam
• Instagraminstagram.com/euromast010
• TikToktiktok.com/@euromast010

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 Euromast