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Merlin acquires This is Holland flying theatre attraction in Amsterdam

This is Holland is a 5D flying theatre ride, with visitors enjoying the sensation of flying over Holland.

this is holland flying theatre

Merlin Entertainments has announced the acquisition of This is Holland in Amsterdam, the Netherlands. The company is set to manage its first flying theatre ride in mainland Europe.

Merlin will take over operations at This is Holland on March 31, 2022. The attraction is an immersive 5D flying theatre ride, with visitors enjoying the sensation of flying over Holland.

This is Holland suspends guests in front of an enormous domed screen, their feet dangling as they experience Dutch landscapes and sensory elements such as wind, sea spray and the smell of tulips.

After the ride experience, an interactive exhibition explores some of the Dutch landscapes and landmarks showcased during the flying theatre adventure.

This is Holland joins four other Merlin experiences in the Netherlands: Madame Tussauds Amsterdam, Amsterdam Dungeon, Sea Life Scheveningen, and Legoland Discovery Centre Scheveningen. Additionally, Peppa Pig World of Play Leidschendam is opening this year.

Immersive 5D flying theatre ride

this is holland flying theatre

“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,” said René Sleven, regional general manager for Midway Europe.

“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.”

Merlin operates 137 attractions, 24 hotels and six holiday villages across 24 countries. The company’s latest acquisition supports its strategy to establish clusters of Midway indoor attractions in gateway cities.

Merlin is also opening a £1m attraction based on Peter Rabbit in Blackpool in 2022, and is proceeding with plans for a holiday village at Legoland Windsor.

Last month, the company announced plans for a new roller coaster at Thorpe Park, the UK-based theme park’s first new coaster since The Swarm launched in 2012.

Images: Merlin Entertainments

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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