Madrid, October 29 2026 -Twenty years ago, Halloween was a relatively modest part of the European leisure calendar.

Today, it has become one of the most important and creative periods of our year. At some of our parks, it even surpasses Christmas.

But what interests me most is not how much Halloween has grown.

It is what that growth tells us about our business.

We are in the business of experiences. And experiences cannot stand still.

Guests may return to the same park year after year. But they expect new reasons to be surprised.

Seasonal events give us the opportunity to reimagine familiar places, create new stories, and let guests experience a park they already know in completely different ways.

Halloween is a perfect example.

Across Parques Reunidos, there is no single version of it.

Slagharen turns its Wild West setting into different experiences for families and thrill-seekers. Mirabilandia changes character from day to night. Parque Warner Madrid transforms again for Halloween Scary Nights. Atlantis Aquarium Madrid and Faunia interpret the season through completely different identities. Blackpool Zoo combines Halloween with wildlife and conservation, while Movie Park Germany uses its movie heritage to make guests feel as though they have stepped into a horror film.

Different parks. Different audiences. Different experiences. One season.

There is an important leadership lesson here:

Scale should give people possibilities, not make everything look the same.

A Group can share knowledge, capabilities, partnerships, and ideas. But the strongest experiences are created when local teams understand their guests, their market, and the identity of their park — and use that knowledge to create something distinctive.

And what guests ultimately experience is only the final layer.

Behind it are months of creativity, planning, rehearsals, technical work, and operational coordination. Hundreds of people across our parks contribute to making Halloween happen.

The experience may look effortless. Creating it is anything but.

That is what I enjoy most about seeing our parks during seasons like Halloween. They remind us that our assets and attractions matter, but they are only the starting point.

It is the creativity of our people, their understanding of their guests, and their ability to keep reinventing the experience that give people a reason to return.

Halloween will eventually disappear for another year.

The need to keep surprising our guests never does.