From farm campsite to complete leisure ecosystem

Now also with its own day attraction the Bumblebee World

Marveld Recreation in Groenlo has long since ceased to be a campsite. In more than 50 years, owner Edwin Bomers' company grew into a complete leisure ecosystem with camping site, bungalow park, hotel (Havezate), wellness, swimming pools, extensive catering, sports facilities, year-round animation and a golf course. Since 1 October, a new pillar has been added: its own indoor day attraction, Bommelwereld, based on the universe of Olivier B. Bommel.

If you look closely at the strategy behind the new hall, 9,000 square metres full of theming, iconic towers and experiences, you will see a well thought-out solution for the quietest part of the year. Developed to boost occupancy in the winter months, Bommelwereld is a reason in itself to come to Groenlo.

But the story of the Bomers family begins back in 1968, when the first camping sites were opened in the farmyard. Since then, expansions followed in logical order: camping, bungalows, hotel, catering, sports and swimming pool. Each addition increased both the length of stay and the target group.

A good example of how Edwin Bomers is leading the way as a headstrong entrepreneur is the aparthotel De Havezate. A luxury family hotel with 80-square-metre rooms of which at the time, in 2015, many said: should you do that? Meanwhile, operations are three times higher than what was expected ten years ago.

Once again, Bomers is taking another risk with the addition of a daytime attraction. But he firmly believes in it. The result is a leisure business that has become a destination in itself. “Groenlo has a beautiful landscape, a hospitable culture and we have a nice holiday park, but that in itself is not distinctive enough,” he says. “You have to make sure you are relevant in January as well.”

Indoor day recreation as an occupancy strategy

Bumble World represents a new type of attraction: an indoor amusement park that fully cooperates with the holiday park, but can also function independently. The concept strengthens the existing target group and extends the length of stay.

Whereas many holiday parks see an indoor play hall as a weather-dependent facility, Marveld is positioning its new hall as a fully-fledged experience. The hall includes 17 attractions, catering and a storyline that appeals to children and adults alike. Grandpas and grandmas dive into the Bumblebee Museum and recognise things from the past, while the grandchildren seek out the fast roller coaster or wild water ride.

According to Bomers, Marveld has not simply put up an arcade to keep children occupied, but a world that increases the value of the stay and is attractive in its own right. Bumblebee World should be able to both carry a day out and extend a stay.

The choice of Olivier B. Bumblebee

The collaboration with Marten Toonder's heirs came from a conscious decision. Several IPs were on the table during the development phase, from international brands to well-known children's formats. In the end, Marveld chose Olivier B. Bommel because of its multi-layered significance and broad generational support.

The brand offers recognition for grandparents, storytelling and education for children, and cultural value for a wider audience. It is about a universal and timeless story that offers room for creative development.

Bomers explains that Marveld was looking for a theme that is not saturated and in which they could add their own meaning. “Bommel is Dutch heritage, recognisable and likeable, and fits our identity,” he says.”

Rhythm instead of volume

Bommelworld is aiming for around 100,000 visitors a year. However, the most important thing is not the number of visitors, but the distribution: partly overnight guests, partly day visitors. Ticketcounter regulates the inflow so that capacity matches the park's residential occupancy.

This creates a predictable revenue model that is less dependent on weather conditions or last-minute bookings. Whereas traditional day attractions mainly focus on visitor volume, Marveld uses the attraction to create continuity within the annual rhythm.

The lesson for hoteliers

This story about Bumblebee World is not primarily about theme parks, but about the value of length of stay. In the leisure sector, the real product is not the accommodation, but the time guests spend. Those who create a reason to stay build stability and higher spending per guest.

Hotels and holiday parks that enrich their offerings with meaningful experiences strengthen their position against price pressures and seasonal fluctuations. Investing in prolonging time on location delivers more sustainable returns than competing on price or capacity.

What Marveld shows

Marveld shows that a family business with vision can grow into a complete leisure ecosystem. Linking accommodation and day recreation creates a year-round value-generating model.

The strength lies in deepening the existing target group, not in chasing new markets all the time. The introduction of Bommelwereld shows that growth comes from cohesion between theme, experience and stay.

By focusing on recognisability, continuity and brand loyalty, Marveld is building a robust foundation for the future. An example of how a regional company can grow into a fully-fledged hospitality brand.