A Sweet New Chapter for Chocolate Tourism in Switzerland
Switzerland is preparing to introduce a new and exciting chapter in chocolate tourism with the development of a multi-million euro project led by Maison Cailler, the country’s oldest chocolate brand still in operation. This ambitious venture, known as “Parc du chocolat Cailler,” is set to transform the landscape of chocolate experiences in the region.
The park will cover an impressive 30,000 square metres and is expected to open in phases, starting in 2030 in Broc, Gruyère. However, for those eager to indulge earlier, there are plans for a pre-opening period between late 2027 and mid-2028. This initiative is backed by a substantial investment of CHF 400 million (€436.1m), aiming to attract between 700,000 and 800,000 visitors in its first year. The long-term goal is to reach a million visitors in subsequent years.
An Immersive Experience for Chocolate Lovers
Visitors to Parc du chocolat can expect an immersive journey through the world of chocolate. They will have the opportunity to explore behind the scenes of chocolate-making within the factory, taste unique creations, and participate in workshops led by master chocolatiers. This hands-on approach ensures that guests leave with a deeper appreciation for the art of chocolate-making.
The park’s development plans also include hotel accommodations tailored for families and various restaurant options. Additionally, a multi-purpose parking lot is planned for the En Liaubon area, providing convenient access for visitors. For those preferring public transportation, direct access via the Swiss rail network is also available.
Historical Context and Future Vision
The inception of Parc du chocolat dates back to 2018, with ongoing developments shaping its final form. One of the key features of the park is the ‘Cacao Greenhouse,’ which will be shaded with cocoa trees, highlighting the origins of cacao and its cultivation process. The exhibition will also delve into the role of milk in chocolate making, offering insights into this essential ingredient.
Another intriguing addition is the ‘flying theatre,’ as reported by RTS. This unique feature will allow visitors to experience flights over a selection of Switzerland’s scenic landscapes, adding an adventurous element to the chocolate experience.
The chocolate destination is designed to provide an immersive experience that can last up to six hours, potentially creating over 300 jobs, including roles in hotels and other related services.
A Legacy of Chocolate Making
Parc du chocolat builds upon more than a century of heritage for Cailler. The Maison Cailler Chocolate Factory has been producing confectionery on a commercial scale since 1898, with its operations under the Nestlé Group since 1929. Today, the factory attracts at least 400,000 visitors annually, offering a range of activities such as workshops led by expert chocolatiers. These workshops allow guests to try their hand at tempering and creating their own chocolate pieces.
In addition to the workshops, the factory provides audio-guided tours available in multiple languages. These tours take visitors on a journey through the history of chocolate making, beginning with the Aztecs and moving through to modern-day production techniques. As a reward for completing the hour-long tour, visitors are treated to a selection of chocolate treasures, ensuring a memorable experience for all.
