Markets 
By Fakhriya M. Suleiman
Published on
Switzerland is set to unwrap a new chapter in chocolate tourism with plans for a multi-million euro project led by Maison Cailler, the country’s oldest chocolate brand still in existence.
The “Parc du chocolat Cailler” will span 30,000 square metres with an ambitious timeline of opening in 2030 in Broc, Gruyère, in its first phase. However, for those with exceptionally sweet teeth, pre-opening is slated between late 2027 and mid 2028.
Backed by CHF 400 million (€436.1m) worth of investment, the theme park hopes to attract between 700,000 and 800,000 chocolate lovers in its first year, with even grander plans for a million-person footfall in the years after.
Organisers promise visitors an immersive experience allowing visitors to “discover the world of chocolate, take a look behind the scenes of chocolate-making inside the factory, taste creations and take part in workshops with master chocolatiers”.
The project’s development plans include hotel offerings tailored to families and restaurants. The park is also slated to feature a multi-purpose parking lot located in the En Liaubon area. Alternatively, visitors will also have direct accessibility via the Swiss rail network.
Opening for public consultation, Parc du chocolat’s inception dates back to 2018. Its latest development plans include a ‘Cacao Greenhouse’, shaded with cocoa trees, highlighting the origins of cacao and how it’s grown. The exhibition will also spotlight the role of milk in chocolate making.
Other site proposals include what’s been dubbed the ‘flying theatre’, RTS reports, allowing flights over a selection of Switzerland’s landscapes.
The chocolate mega destination, an immersive experience that can last for as long as six hours, is expected to generate upwards of 300 jobs, including hotel personnel.
Parc du chocolat also builds on more than a century of heritage for Cailler. The Maison Cailler Chocolate Factory has been churning the confectionery on a commercial scale since 1898 with the opening of a factory. It has been under the Nestlé Group since 1929.
Today, at least 400,000 guests flock to the chocolate haven each year. The factory’s offerings include workshops, led by leading chocolatiers, for visitors to try their hands in the arts of tempering and making their own chocolate creations.
Also on offer are audio-guided tours, available in various languages, around Maison Cailler. Visitors will journey through the history of chocolate making – starting from the Aztecs to modern day production. As a reward for enduring the hour-long tour, chocolate treasures await all those who made it to the end.
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