Netherlands: Merlin Takes Over Management of This is Holland Visitor Attraction in Amsterdam
© Merlin Entertainments / This is Holland
As was recently announced, Merlin Entertainments (Merlin) will take over the day-to-day operations of the visitor attraction This is Holland, which opened in Amsterdam four years ago. The attraction, which includes a flying theater from Brogent (see our cover story in EAP issue 2/2018) as main experience, will be part of the portfolio of the British operator group on 31 March 2022. With Madame Tussauds Amsterdam and The Amsterdam Dungeon, the group already operates two other facilities in the Dutch capital, as well as a SEA LIFE Aquarium and a LEGOLAND® Discovery Centre in Scheveningen (The Hague).
René Sleven, Regional General Manager, Midway Europe at Merlin Entertainments, comments, “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.”
The acquisition of This is Holland supports Merlin’s strategy to build a cluster of midway indoor attractions in key gateway cities and expand its portfolio of offerings within the country, including the opening of Peppa Pig World of Play Leidschendam, scheduled for this year (cf. EAP news of 16 Sept 2021). (eap)
