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Park Profile www.parkworld-online.com


The fairytale experience


In 2017, you welcomed over five million visitors, achieving part of your vision for 2020 two years early. To what do you attribute this success? This increase has been driven by significant investments made in the park in 2017 including the launch of the new family dark ride Symbolica and the opening of our third accommodation offering, Holiday Village Efteling Loonsche Land. In 2018, we will continue to work towards increasing the appreciation and satisfaction of our guests, in order to continue encouraging a minimum of five million guests to visit our park. We will focus on the quality of service and the quality of attractions to reach this new objective.


You reported significant UK visitor numbers over the May half term holiday – what makes Efteling attractive to an international audience? There are a number of factors that have contributed to the increase in visitors from the UK. Firstly, fairytales are universal and can be enjoyed by visitors of all-ages, which make Efteling attractive to a wide international audience. Furthermore, Efteling is completely unique in that it is surrounded by nature and boasts custom-made attractions, rides and entertainment, all designed by our own creative team. 2018 has also seen an increase in travel options to the


park with the new direct Eurostar service from London to Rotterdam, which has made the park more accessible from the UK and catapulted Efteling to the top of desirable holiday destinations from the UK. Efteling is home to excellent overnight accommodation such as the recently opened Efteling Holiday Village Loonsche Land, which caters perfectly for international visitors that want to spend more than just one day at the park. The park is also open year-round, with special events such as the Summer Festival, Winter Efteling and New Year’s Eve.


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Dutch theme park Efteling first opened in 1952 as the Efteling Nature Park Foundation, themed as a Fairytale Forest and featuring ten different fairy tales. Since then, it has expanded to become an international destination, maintaining its unique fairytale atmosphere and a wide range of thrilling attractions, and attracting over five million visitors in 2017. Chief operations officer Coen Bertens speaks to Park World


Do you employ any strategies to attract international visitors in particular? We work closely with a number of marketing, sales and PR teams in neighbouring countries including the UK, Germany and France to raise awareness of Efteling and to increase the number of international visitors travelling to the park. We have also driven awareness and sales from the UK by working closely with trade partners focusing on transport links and partnerships. Recent trade activity includes a travel agent blitz in collaboration with P&O Ferries, and a newly forged partnership with Shearings Holidays who have introduced a four-night holiday package to Efteling including coach travel from the UK. In September 2018, we will also be boosting Efteling’s international offering with the launch of a new show called CARO. The show has been designed for an international audience, and has been introduced as part of Efteling’s strategy to further internationalise the park and boost the number of overseas visitors.


Symbolica, Efteling’s world-reknowned dark ride


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