A €400m chocolate mega‑destination is coming to the heart of Switzerland’s Gruyère region, turning every chocolate lover’s fantasy into reality by 2030. Led by Maison Cailler – Switzerland’s oldest surviving chocolate brand – the new Parc du Chocolat Cailler in Broc, Fribourg will blend factory visits, tastings, immersive attractions, hotels and restaurants into a full‑day (or multi‑day) experience built entirely around cocoa.
Europe’s First Large-Scale Chocolate Theme Park
Planned to open in phases from late 2027–2028, with the main debut slated for 2030, Parc du Chocolat Cailler will cover around 30,000 square metres on and around the historic Maison Cailler factory in Broc. The vision goes far beyond a traditional museum: this will be a chocolate theme park where visitors can spend up to six hours exploring galleries, interactive exhibits, reconstructed production lines, outdoor spaces and a “Chocolate Emporium” dedicated to tastings and shopping.
The park will reuse and expand parts of the existing site—such as former mechanical workshops and heritage factory buildings—while adding new structures and landscapes that showcase both chocolate and the surrounding Gruyère countryside. The aim is to attract between 700,000 and 800,000 visitors in its first year, with capacity to grow beyond one million annual guests over time.
Immersive Experiences: From Cacao Tree To Chocolate Bar
At Parc du Chocolat Cailler, visitors will be able to go behind the scenes of Swiss chocolate production, tracing the journey from cacao plantations to finished bar. Plans include:
- Guided factory experiences highlighting Cailler’s 200‑year‑plus chocolate‑making heritage.
- Workshops with master chocolatiers, where guests can create their own pralines and bars.
- Multi‑sensory exhibits that tell the story of cocoa, Swiss milk and Gruyère’s role in giving Cailler chocolate its distinctive taste.
A highlight is the planned “Cacao Greenhouse”, a series of cocoa‑bean‑shaped glasshouses that will recreate tropical growing conditions, allowing visitors to see cacao trees, pods and the early stages of chocolate production in person. The park will also shine a spotlight on milk as a core ingredient in Swiss chocolate, linking the experience directly to the surrounding Gruyère dairy landscape.
For a touch of spectacle, the project includes a “Flying Theatre” – an immersive ride‑style attraction where guests will virtually “fly” over some of Switzerland’s most iconic alpine landscapes, adding a cinematic layer to the chocolate journey.
Hotels, Dining And A “Sweet Escape” In Gruyère
Parc du Chocolat Cailler is conceived not just as a day attraction but as a mini holiday destination. Alongside the experiential core, the masterplan includes:
- Family‑friendly hotels and lodge‑style accommodation in and around Broc.
- Restaurants and cafés showcasing chocolate‑inspired menus and local Gruyère specialities.
- Relaxation zones and outdoor event areas such as the “Esplanade Cailler”, which can host festivals, markets and concerts.
A multi‑modal access strategy will connect the park directly to the Swiss rail network, with a cable car link planned between the park and the nearby district of Liaubon, where additional parking and hotel infrastructure are proposed. In true Swiss style, there is a strong emphasis on public transport, landscape integration and renewable energy use, positioning the park as a sustainable new‑generation attraction rather than a conventional theme park.
Why You Should Mark Broc On Your Travel List Now
Although the full Parc du Chocolat Cailler won’t open until 2030, the town of Broc is already a must‑visit for chocolate fans. The current Maison Cailler visitor centre welcomes around 400,000 guests a year, offering a one‑hour multi‑sensory tour, workshops and tastings that tell the story of Swiss chocolate from Aztec rituals to modern innovations.
In the coming years, early phases of the new park are expected to roll out between late 2027 and mid‑2028, meaning travellers who return to Gruyère regularly will be able to watch the transformation unfold. With easy rail access and classic postcard views of peaks, pastures and villages, Broc is set to become one of Europe’s sweetest stops for families, food‑lovers and anyone who has ever dreamed of stepping inside a real‑life chocolate factory.
You can follow project updates and learn more about Maison Cailler’s current experiences at https://gruyere-chocolat.ch/en/ and https://www.cailler.ch/en/maison-cailler-experiences.
