Switzerland is set to further strengthen its position as a global chocolate destination with the development of a new immersive chocolate-themed park centred around Maison Cailler in Broc, Gruyère.
Maison Cailler, one of the country’s most visited museums, currently welcomes nearly 400,000 visitors annually. The new project aims to significantly expand this offering, creating a large-scale experiential attraction designed to immerse visitors in the world of Swiss chocolate while encouraging longer stays in the Gruyère region.
The development builds on more than 200 years of heritage of the Cailler brand, founded by François-Louis Cailler in 1819. The Broc factory, operational since 1898, remains one of the oldest chocolate factories in the world still in operation and continues to produce milk chocolate using locally sourced milk from farms within a 30-kilometre radius.
The new park will be developed in and around the existing factory, allowing visitors to witness real-time chocolate production while experiencing the site’s industrial and architectural heritage. The first phase will expand the visitor area from 2,000 square metres to nearly 30,000 square metres, offering a four to six-hour immersive journey through the history of cocoa, chocolate-making processes and the region’s dairy traditions.
Designed by BRC Imagination Arts and Jora Vision, the park will feature advanced scenography and attractions highlighting both chocolate craftsmanship and the cultural landscape of Gruyère. The initial phase is expected to attract between 700,000 and 800,000 visitors annually, with long-term projections exceeding one million visitors per year.
Subject to planning approval, investors aim to open the first phase of the project by 2030. According to the Association of Gruyère Chocolat, the development carries an estimated investment of 400 million Swiss francs (£375 million). The project was officially launched four years ago, with preliminary review procedures initiated at the end of 2023. The municipality of Broc has now submitted the Cailler Chocolate Park project for public consultation.
Accessibility and sustainability form key pillars of the project. The site has been directly connected to Switzerland’s national rail network since August 2023, enabling seamless access from Bern. The project aims to encourage the majority of visitors to arrive via public transport, supported by integrated travel offerings.
Infrastructure plans also include a 450-space underground parking facility outside Broc village to manage traffic and support park-and-ride use, while reducing congestion in the surrounding area.
The park will operate on 100 per cent local and renewable energy, sourced from the nearby Broc hydroelectric power station and solar installations, reflecting a strong commitment to environmental sustainability.
