Maison Cailler and partners are developing Parc du chocolat Cailler, a €436 million chocolate mega destination in Broc, set to open its first phase in 2030.
A new chocolate mega destination is coming to Switzerland, with plans for Parc du chocolat Cailler in Broc, Gruyère, now moving into the development spotlight. Led by Maison Cailler, the country’s oldest surviving chocolate brand and part of the Nestlé Group, the project aims to turn a working factory site into a full‑day experience combining heritage, production and leisure. For attractions operators, the scheme illustrates how destination‑scale investment is flowing into food‑themed experiences that sit between brand centre, museum and theme park.
Spread across about 30,000 square metres, the new chocolate mega destination will roll out in phases, with an initial opening targeted for 2030 and preview periods expected from late 2027 to mid‑2028. The reported budget of roughly CHF 400 million (€436 million) covers galleries, reworked factory spaces, hotels and restaurants, plus a large multi‑purpose car park linked to the Swiss rail network. Developers forecast between 700,000 and 800,000 visits in year one, rising towards one million annually once all elements are in place.
Within the experience, the new chocolate mega destination is set to mix traditional tour content with more immersive tools. Concepts include walkthroughs of the production lines, a reimagined visitor gallery, cacao‑bean‑shaped greenhouses, sensory spaces focused on smell and taste, and a chocolate emporium. Designers have also proposed a ‘flying theatre’ attraction offering aerial views of Swiss landscapes, bringing a recognisable ride format into a food and heritage context.
The project builds on more than a century of history for Maison Cailler, which has produced chocolate at Broc since 1898 and joined Nestlé in 1929. Positioned within an established tourism region known for cheese and mountain scenery, the new chocolate mega destination is expected to support upwards of 300 jobs across operations and hospitality. As experience‑led food attractions proliferate, Parc du chocolat Cailler will offer a fresh benchmark for how heritage brands can scale up into resort‑style product while retaining a strong storytelling core.
