Parques Reunidos intelligent visitor management is set to take a significant step forward following a new long-term partnership between Parques Reunidos and German technology company purematic. The agreement will see real-time queue monitoring and visitor flow analytics introduced at several flagship parks as the operator continues to strengthen its digital operations across Europe.
The first phase of the programme will deploy purematic’s technology at Movie Park Germany, Parque Warner Madrid and Bobbejaanland. Both companies have confirmed that additional installations across the wider Parques Reunidos portfolio are planned.
The partnership centres on real-time monitoring of queue times, attraction performance and guest movement throughout each park. By providing continuous operational data, the system enables management teams to respond more quickly to changing conditions, improve staff deployment and reduce congestion in busy areas.
A notable aspect of the agreement is the integration of purematic’s software with Parques Reunidos’ existing digital infrastructure. The platform will connect with accesso and CommandCentr systems, allowing live operational data to flow directly into the tools already used by park teams. This approach avoids the need for separate software while giving managers immediate access to enhanced operational intelligence.
Werner Dullmaier, director of global business development and strategy at purematic, said the company’s strength lies not only in collecting highly accurate visitor data but also in integrating that information into customers’ existing operating systems. He said this enables parks to generate actionable insights that simplify daily operations while improving the guest experience.
Brad Loxley, chief operating officer of Parques Reunidos, said the group aims to provide guests with an outstanding visit while giving operational teams the best available tools. He added that purematic’s technology complements the company’s existing digital ecosystem and delivers valuable real-time information to support operational decision-making.
The announcement reflects a broader digital strategy at Parques Reunidos, which has invested heavily in technology designed to remove friction from the guest journey. Recent initiatives have included expanding digital ticketing, mobile services and operational systems that improve efficiency across its European parks.
For purematic, the agreement represents another high-profile deployment following installations at operators including Europa-Park, Rulantica, Djurs Sommerland and FortFun Abenteuerland. The company specialises in visitor analytics, queue measurement and crowd management technologies for theme parks, water parks and other leisure attractions.
Image: Parques Reunidos
