VidantaWorld has unveiled BON (Beauty of Nature), a luxury theme park in Nuevo Nayarit, Mexico, positioning it as the first of its kind globally. The announcement was made at World Travel Market (WTM) London 2026, where the company detailed its vision to blend high-end hospitality with immersive entertainment.
The park began a phased private soft opening on 24 October, initially available exclusively to VidantaWorld guests. A full public opening is scheduled for 2027, with the company using the interim period to refine the experience and expand its offerings.
A new category in theme park entertainment
Grupo Vidanta has invested US$15 billion in BON, which aims to differentiate itself from traditional theme parks by offering a more relaxed, personalised experience. The park features over 20 attractions, dining venues, and luxury hospitality experiences inspired by Mexico's landscapes and mythology.
“With BON, we wanted to propose something different—more space, more time, more service, and the freedom to experience everything at your own pace,” said Iván Chávez, Executive Vice President of Grupo Vidanta.
During the initial phase, BON operates at limited capacity from Tuesday to Saturday evenings, allowing guests to explore its themed areas gradually. This approach is designed to maintain an exclusive atmosphere while the park fine-tunes its operations.
BON is part of VidantaWorld's broader luxury portfolio, which includes The Estates, Grand Luxxe, and Cirque du Soleil productions. The development combines upscale accommodation with theme park entertainment, aiming to attract international visitors to Mexico's Pacific coast.
The company plans to introduce additional attractions and experiences ahead of the full public opening in 2027. This rollout strategy mirrors trends in the luxury travel sector, where experiences are increasingly prioritised over amenities.
VidantaWorld's move into luxury theme parks comes as other hospitality players expand their experiential offerings, such as Bahia Principe's revamped all-inclusive resorts and Parc Astérix's upcoming themed hotel. The investment underscores a growing trend of blending accommodation with entertainment to create destination-worthy experiences.
For travel professionals, BON represents a new model for theme park development, one that prioritises service and personalisation over sheer scale. The park's phased opening also offers lessons in managing capacity and guest experience during a launch.
As the park moves toward its 2027 public debut, industry observers will be watching to see how VidantaWorld balances exclusivity with broad appeal. The company's commitment to luxury positioning could set a precedent for future theme park projects worldwide.
