Tuesday, April 16, 2024

Merlin Entertainments acquires THIS IS HOLLAND, marking the company’s first flying theater in Europe

Merlin Entertainments announced it will be taking over the day-to-day management for THIS IS HOLLAND, beginning on March 31, 2022.

THIS IS HOLLAND will be Merlin’s first flying theater ride in mainland Europe, expanding the company’s existing offerings in the Netherlands, which already includes Madame Tussauds Amsterdam and The Amsterdam Dungeon in Amsterdam’s city center, along with a SEA LIFE aquarium and LEGOLAND Discovery Center in nearby Scheveningen. Merlin will be adding another attraction later this year utilizing the Peppa Pig intellectual property.

Photo courtesy of Merlin Entertainments.

THIS IS HOLLAND is an immersive 5D flying theater ride which provides visitors with the opportunity to experience the sensation of flying over Holland. Suspended in front of a domed screen with hands and feet dangling freely, guests can glide over Dutch landscapes with a range of sensory experiences such as wind, sea-spray and the smell of tulips.

Photo courtesy of Merlin Entertainments.

After the experience, guests can explore the attraction’s dedicated interactive exhibition to discover more about the Dutch sights they’ve flown over. THIS IS HOLLAND holds an exclusive established partnership with UNESCO, who have supported the attraction’s development including the filming of Dutch world heritage sites from the air.

The acquisition of THIS IS HOLLAND supports Merlin’s strategy to establish clusters of Midway indoor attractions in key gateway cities, and further expands its offering within the country, alongside a brand-new attraction for young children, Peppa Pig World of Play Leidschendam, also set to open this year.

René Sleven, Regional General Manager for Merlin Entertainments in Europe, said: “We are thrilled to be welcoming THIS IS HOLLAND into the Merlin family alongside our cluster of attractions in the Netherlands and the European region. The 5D flying theatre ride, a first for Merlin in mainland Europe, provides a unique way to discover Holland for all ages, and we’re really excited about the potential this relationship brings for the future, to both our existing attractions in Holland, as well as in other locations.”

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