Major deal in the hospitality industry: Parks and Resorts enters long-term collaboration with First Camp at Skara Sommarland

First Camp, Scandinavia's leading camping chain, acquires the campsite next to Skara Sommarland and enters a long-term collaboration with Parks and Resorts, which operates Skara Sommarland. The camping area will be upgraded and Skara Sommarland will be developed into an even more attractive destination.

First Camp and Parks and Resorts are two of the largest players in the Swedish hospitality industry. There are great similarities between the companies, which both place great focus on guest experiences, employee engagement and sustainability. Now a joint effort is being made to further improve the guest experience at the popular destination.

"We are very happy to welcome Skara Sommarland’s campsite into the First Camp family and this strengthens our already extensive offer to families with children throughout Scandinavia. Furthermore, we’re very pleased to enter a long-term collaboration with Parks and Resorts regarding package sales of Skara sommarland tickets and cabin and camping accommodation. The campsite's guests will be able to earn bonus points through our popular membership club," says Johan Söör, CEO of First Camp.

After the acquisition, First Camp has 72 destinations, of which 53 are in Sweden. Thanks to the acquisition, First Camp, with its expertise in camping operations, can continue to develop the campsite, with, among other things, a new comprehensive property maintenance program, upgraded food and beverage offering and simplified booking and check-in for the campsite guests.

For Skara Sommarland, Scandinavia's largest water park, the change means an opportunity to focus on creating fantastic experiences inside the park.

"Our focus will be to continue offering our guests a waterpark experience that is the highlight of the summer. This investment opens exciting opportunities to develop Skara Sommarland into an even more attractive destination for the whole family," says Christoffer Östling, acting CEO of Skara Sommarland.

"We have very positive experiences of boosting a destination in collaboration with others. First Camp is the best in Sweden at what they do. We are the best at what we do. Together we have all the conditions to create something completely unique of Skara Sommarland as an obvious summer destination for families with children in northern Europe," comments Christer Fogelmarck, CEO of Parks and Resorts.

Just as before the acquisition, guests will be able to buy packages with accommodation and entrance tickets, now both through Skara Sommarland's and First Camp's website. Planned hand-over over the campsite is on March 20, 2024.

The campsite will be a subsidiary of United Camping Campsite HoldCo AB, a sister company of First Camp Group AB, and the ownership is thus outside the bond structure of First Camp Group AB.

For further information, please contact:

Johan Söör
CEO, First Camp
johan.soor@firstcamp.se
+46(0)766 41 18 25

Annika Troselius
Public Relations Manager, Parks and Resorts
annika.troselius@parksandresorts.com
+46(0)708 58 00 50