Parques Reunidos and purematic Enter Strategic Partnership
purematic’s visitor management solutions will initially be rolled out at Movie Park Germany, Parque Warner Madrid and Bobbejaanland. | Photo: Courtesy of purematic
(eap) Spanish leisure facilities operator Parques Reunidos has entered into a long-term strategic partnership with German technology provider purematic aimed at optimising visitor management across its attractions and venues. As part of the collaboration, purematic’s solutions will initially be implemented at Movie Park Germany, Parque Warner Madrid and Belgium’s Bobbejaanland. Further rollouts across the group are already planned.
Purematic’s visitor management solutions are designed to enable precise wait-time measurement and smart visitor flow management based on real-time data. Thanks to continuously updated data on visitor flows and attraction utilisation, the parks and attractions will be able to make operational decisions more quickly, deploy resources more efficiently and improve the visitor experience. Another key focus is the seamless integration of the technology into Parques Reunidos’ existing digital system landscape. Via interfaces with accesso and CommandCentr, the data collected by purematic is made available directly within the company’s established systems. This allows staff to continue using their familiar platforms and processes while benefiting from complementary real-time data.
“For international theme park operators, the seamless integration of new technologies into existing operational processes is crucial. This is precisely where one of our platform’s greatest strengths lies. We not only provide highly accurate real-time data on wait times and visitor flows, but also integrate this information directly into the existing systems of our customers and partners. This generates immediately actionable insights that simplify day-to-day operations while noticeably improving the guest experience. The partnership with Parques Reunidos marks an important milestone in our international growth strategy,” explains Werner Dullmaier, Director of Global Business Development & Strategy at purematic.
Brad Loxley, Chief Operating Officer of Parques Reunidos, emphasises: “Our goal is to provide every guest with an outstanding visitor experience while equipping our teams with the best possible tools for their daily operations. Purematic’s solutions complement our existing technology landscape perfectly and provide valuable real-time information that supports well-informed operational decisions. We look forward to this long-term partnership and to working together to further advance intelligent visitor management solutions.”
Read more about Parques Reunidos’ European strategy in our interview with Brad Loxley in EAP issue 1/2026. ■
