Grupo Vidanta is betting $1.5 billion that a theme park can be a luxury product. Beauty of Nature, or BON, begins a phased soft opening Oct. 24 at VidantaWorld Vallarta – Nuevo Nayarit, with admission limited to VidantaWorld guests until the park opens to the public in April 2027.
Vidanta is calling BON the world’s first luxury theme park, and that distinction rests less on the rides than on the crowd control. The park caps nightly attendance so guests have more room to move between attractions, shows, and restaurants without the crush that defines most major parks. It is built as a multigenerational play, with the company explicitly courting grandparents alongside kids.
“We set out to create the world’s first luxury theme park and rethink what a theme park experience could be,” said Ivan Chávez, executive vice president of Grupo Vidanta. “BON brings together the excitement and imagination of a world-class theme park with the space, comfort, service and hospitality of a luxury destination. We want children, parents and grandparents to each find something extraordinary here — and to enjoy it together.”
BON skips licensed characters in favor of an original universe rooted in Mexico’s landscapes and mythology. When complete, the park will have more than 20 attractions across seven themed worlds. Five open during the soft launch: Laguna Feliz, Celebration Lagoon, Crystal Star Plaza, Discovery Jungle, and Adventure Valley.
Headline rides include The Rise of Soluma, a suspended coaster in Discovery Jungle that runs 1,221 feet of track, climbs to 66 feet, and hits 34 mph, and Floresta Drop in Laguna Feliz, which lifts riders roughly 131 feet before the plunge. Time Quest in Adventure Valley is the family-friendly spinner, and The Crater at Celebration Lagoon stages a nightly water, fountain, and light show.
The park’s marquee entertainment is already running. Cirque du Soleil LUDÕ, a resident production that debuted in December 2025 in a purpose-built theater, was designed from the outset as part of BON and pairs its 40-plus performers with a dining component.
Vidanta lined up an international bench of ride manufacturers for the project, including Vekoma of the Netherlands, which built The Rise of Soluma, and Intamin of Liechtenstein, behind Floresta Drop, along with Mack Rides, Zierer, Zamperla, Walltopia, Aerophile, and Brogent.
Tickets during the soft opening are subject to availability, and Vidanta says additional attractions will be unveiled in stages through the spring.
Related Articles
"Not in a Tearing Hurry": Inside Classic Vacations’ CEO Search
State of the Advisor: Booming, Burned Out, and Bullish