As one of Europe’s biggest and most famous theme parks, Efteling generates a lot of revenue with its five million visitors every year (“Efteling boekt opnieuw recordwinst: 37,8 miljoen euro”, 2024). This income has several sources. The biggest source of income for Efteling originates from ticket sales, followed by the merchandise, food, and drinks they offer in the park. The four different types of hotels and accommodation that Efteling has for guests also add to the revenue (“Sprookjesachtig overnachten”, n.d.).
But how does the park keep attracting new and returning visitors? The answer is innovation. Efteling has ongoing evolution and adds new attractions almost every year (Efteling, 2023). There is always something new to look forward to. If you want to learn more about the history of Efteling and developments in their innovation, watch the video below.
This video looks back on 65 years of Efteling, providing some interesting facts on their development and success
Moreover, the theme park is very good at attracting visitors year-round by organizing special events in Winter and Summer. There are also substantial cultural connections to fairy tales and local folklore. Because of this, Efteling is a major attraction point for people visiting the Netherlands and for local tourism as well. Another way the park makes money. Lastly, partnerships with sponsors boost revenue immensely and increase Efteling’s visibility. Famous brands that are or have worked with Efteling are Coca Cola, Albert Heijn, Chocomel, Ola and HelloFresh (“Categorie: Partner in Kwaliteit”, n.d. ;“HelloFresh en Efteling zetten sprookjes op tafel met samenwerking in juni”, 2024).
Ad of Efteling and HelloFresh (Efteling)
All of this helps Efteling’s business. However, the key to their success can’t be found in the partnerships they form or how much drinks they sell. The key to Efteling’s success is the magic it spreads, the stories it tells, and the worlds it opens for the guests. And of course, the mascot and the wizard jester Pardoes can’t be forgotten, as he is the one who welcomes everyone into this enchanting place.