During the 45-minute visitor experience This is Holland, visitors are immersed in an impressive flying experience over 22 iconic Dutch landscapes and landmarks. Leisure Expert Group was responsible for both the design and technical realisation of this unique city attraction.

The building in Amsterdam-Noord, originally designed for another purpose, made the realisation of a flying theatre in a limited space with two preshows, a main attraction as well as a closing “buy and bye” area a special challenge. Various disciplines – from concept development and design to engineering and programming – came together here in a multidisciplinary way.

The clever use of the two pre-shows creates a natural flow in the attraction, allowing for optimal visitor capacity. At the same time, these pre-shows provide an opportunity to give both Dutch and international guests more context about the locations visited in the main flight, making the experience more meaningful. The experience concludes with a “buy and bye”-area, where there is space not only for retail, but also for deepening on themes covered in the attraction. Leisure Expert Group customised this, including an interactive map and the use of pepper ghosts.

Thanks to the continued success of the attraction, which is operated by Merlin Entertainments, Leisure Expert Group updated the content of the first preshow in 2024. With this, the This is Holland experience is again completely ready for the future.