“To all the kids of the world… welcome in this fantasy land.” With these words, Livio Furini welcomed the first visitors to his dream come true. It was July 19, 1975, and Gardaland opened its doors on the shores of Lake Garda, kicking off an entrepreneurial story that would take Italy among the world’s best players in entertainment. Gardaland today is not just an amusement park: it is concrete proof that talent, when it meets vision and tenacity, can compete with the world’s greats.
Livio Furini’s brilliant idea
It all started with the insight of Livio Furini, born in 1932, originally from Legnago, in the province of Verona. The first-born son of a large family and the son of a baker, Furini grew up learning music – he studied at the Bolzano Conservatory – but soon he started working. He does a thousand trades, opens the first supermarket on Lake Garda and, step by step, grows as an entrepreneur.
In 1971, during a trip to California, he visited Disneyland and was deeply impressed. More than fascinated, he was inspired. Back in Italy, he began to cherish the idea of creating an all-Italian “Amusement City.” The name Gardaland was chosen to evoke the connection with the area right from the start, combining the natural charm of Lake Garda with an international concept of entertainment. He didn’t just dream it up: he designed its layout, imagined attractions, designed an enchanted castle and even the mascot, a smiling green dragon he would christen with the name Prezzemolo.
The birth of an Italian legend
With the support of local entrepreneurs and an initial investment of 200 million liras, Gardaland opened in 1975 between Lazise and Castelnuovo del Garda. The park, at first, is simple and artisanal, but it immediately wins over the public. Within a few years, it became a beloved destination for families from all over Italy and began its unstoppable rise. Over time, Gardaland has transformed from a theme park to a full-fledged tourist destination, with its offerings expanding year after year. Today, it covers more than 445,000 square meters, welcomes more than 3 million visitors a year and is the theme park with the highest turnover in Italy. Since 2006, it has been part of the British group Merlin Entertainments, the world’s third largest operator in the amusement sector, which has enhanced its international potential without distorting its strongly Made in Italy soul.
An experience that goes beyond the park
Over the years, Gardaland has never stopped innovating, introducing new themed areas and expanding the park experience with theme hotels, aquariums, and movie-inspired attractions. The opening of the Gardaland Hotel, later followed by the Adventure Hotel and the Magic Hotel, made it possible to continue the adventure even at night, with rooms inspired by pirates, knights and enchanted kingdoms. The SEA LIFE Aquarium, which opened in 2008, brought the discovery of the marine world to the heart of the park, with more than 5,000 aquatic creatures and an underwater tunnel that offers the unique experience of walking “under” sharks.
In 2023, Gardaland launched “Jumanji – The Adventure,” the world’s first attraction inspired by the famous movie. It is an immersive dark ride featuring autonomous vehicles, dynamic scenery, and total sensory involvement, showcasing the park’s commitment to renewal while prioritising the younger generation.
50 years of magic, innovation and Made in Italy
The year 2024 marked an important anniversary: 50 years in operation. To mark the occasion, Gardaland offered new attractions and themed shows, temporary exhibitions dedicated to the park’s history, with original sketches, vintage videos, and memorabilia telling the story of the evolution of a place that has remained true to itself while reinventing itself every year.
Today, Gardaland is much more than a park: it is a piece of Italian popular culture. A reference point for entire generations, a place where memories are intertwined with adrenaline and wonder. But it is also a case of Made in Italy success for those who study enterprise and creativity. With no significant public funding, no American brands behind it, Gardaland has managed to establish itself thanks to the imagination, the ability to work as a system, and the vision of a man who was able to look beyond the boundaries of his time.
And perhaps the most extraordinary magic is just that: knowing that behind every ride, every show, every laugh, is the dogged dream of an Italian who, with a pencil and an idea, was able to create a world.
Learn about other outstanding companies of the Veneto region.