Personal data & privacy

Liseberg’s goal is that everyone whose personal data is processed by Liseberg should feel confident that their privacy is respected and that sufficient efforts are made to protect the personal data provided to us. Liseberg processes personal data in accordance with the General Data Protection Regulation (EU) 2016/679, also known as the GDPR.

This information notice explains how Liseberg processes your personal data and what rights you have. The information is intended for you if you:

Are a customer with us – when you buy tickets, visit us, book a table or accommodation, stay with us, or shop in our stores or restaurants.
Have a Liseberg annual pass (for example Liseberg Pass or Gold Pass).
Have a login account (“My Liseberg”).
Are connected to a corporate agreement.
Visit liseberg.se, any of our accounts or pages on social media, or use our apps.
Connect to Liseberg’s Wi Fi.
Participate in our marketing activities or customer surveys, or subscribe to the Liseberg newsletter.
Otherwise communicate with us, for example via our customer service and booking.
Are the contact person for your company when your company contacts Liseberg to place an order on the company’s behalf (B2B).
Are a supplier to Liseberg.

We encourage you to read this information carefully. If you have any questions about how your personal data is handled, you are welcome to contact us at [email protected]. See section 7 below for further contact details.

1. Personal data and controller

1.1 What is personal data

Personal data is any information that can be linked to you directly or indirectly (i.e., together with other data). Examples of personal data include name, image, personal identity number, contact details, IP address, and visit, accommodation, and purchase history if such information is not anonymised.

1.2. Controller

Liseberg AB (corporate registration no. 556023-6811) is the controller for the processing of personal data that we carry out.

1.3. How we protect your personal data

Your privacy is important to us, and we always protect your personal data with the technical, physical, and organisational measures required in each individual case. One example of such a measure is that staff only have access to the data they need to perform their work, which is ensured through a structure of authorisations, user rights, and confidentiality in the various systems we use. This means, for example, that we will only process your personal identity number when it is clearly justified in view of the purpose, necessary for secure identification, or if there is another significant reason. We always minimise the use of your personal identity number as far as possible by, where sufficient, using your date-of-birth number instead.

2. What personal data we process about you and why

In this section, we explain how your personal data is used so that we can provide you with relevant experiences, services, and offers.

2.1. When you buy a ticket and/or visit us

When you buy a ticket, buy an annual pass, visit us, stay with us, book a table, or shop in our stores and restaurants, we process your personal data for the purposes set out below.

2.1.1. To provide the goods or product you have purchased from us

Categories of personal data processed:

Your name (and the names of any accompanying persons), your date-of-birth number, and your contact details, such as address, email address and telephone number.
Information about your visit, accommodation and purchase history, for example price, type of accommodation and ticket type.
Information about the need for assistance or a wheelchair space during the visit, when such information is needed.
Information about payment and payment history.

We process your personal data in order to:
Manage and deliver what you have purchased in accordance with our terms of purchase, for example by providing the park product you have purchased.
Take payment for admission, accommodation, goods purchased in a store, or your restaurant visit.
Identify you as a visitor, for example during ticket checks.
Detect and prevent fraud in connection with payment.
Handle complaint and claim matters.

Legal basis for the processing:

The processing of your personal data is necessary for Liseberg to perform its part of the agreement entered into with you.

Retention period:

We retain your personal data until the purchase and your visit have been completed, and for 36 months thereafter.

2.1.2. When you are covered by a corporate agreement

When you are covered by a corporate agreement through your employer, Liseberg processes the personal data that your employer has provided to us.

Categories of personal data processed:

Your name (and the names of any accompanying persons), your date-of-birth number, and your contact details, such as address, email address and telephone number.
Information about your visit, accommodation and purchase history, for example price and accommodation.
Information about the need for assistance or a wheelchair space during the visit, when such information is needed.
Information about payment and payment history and invoicing.
Information about your connection to a corporate agreement and your authorisation under the corporate agreement.

We process your personal data in order to:

Administer your connection to a corporate agreement.
Administer payment for admission, park product, accommodation or restaurant visits.
Manage and deliver products and services in accordance with the terms of the corporate agreement and our terms of purchase.
Identify you as a visitor, for example during ticket checks.
Detect and prevent fraud in connection with payment.
Handle complaint and claim matters.

Legal basis for the processing:

The processing of your personal data is necessary for Liseberg to fulfil its obligations under the corporate agreement that you are covered by through your employer.

Retention period:

We retain your personal data for as long as you are covered by the corporate agreement and for 36 months after the corporate agreement has ended.

2.1.3. To tailor information and offers

When you buy a ticket, buy an annual pass, visit us, stay with us, book a table or shop in our stores and restaurants, we process your personal data, in addition to what is set out in points 2.1.1–2.1.2 above, in order to tailor information and offers to you as described below.

Categories of personal data processed:

Your name (and the names of any accompanying persons), your date-of-birth number, and your contact details, such as address, email address and telephone number.
Information about your visit, accommodation and purchase history, for example price, type of accommodation and ticket.

We process your personal data in order to:

Notify you (via app, SMS, email or similar electronic communication) of changes to our services and products, for example changes to the park programme.
Inform you about personal and tailored offers from us and from Liseberg’s partners.
Market our services and products, for example via email, SMS and social media.
Segmentation so that marketing is as relevant to you as possible.

Legal basis for the processing:

We process your personal data on the basis of legitimate interest. We have balanced your right to privacy against Liseberg’s need and interest in providing information and relevant offers.

Retention period:

We retain your personal data until the purchase and your visit have been completed, and for 36 months thereafter.

The data is collected from:

You, via cookies, or the IT systems used by Liseberg to handle your personal data.

2.1.4. To manage and follow up guest service matters

Categories of personal data processed:

Your name (and the names of any accompanying persons), your date-of-birth number, and your contact details, such as address, email address and telephone number.
Information about your visit, accommodation and purchase history, for example price and accommodation.
Photographs and other personal data that you choose to provide in connection with your contact with Liseberg.
Health data if it is relevant and if you have provided such information voluntarily.

We process your personal data in order to:

Communicate with you and respond to any questions to guest services/customer service (by telephone or via digital channels, including social media).
Identify you.
Investigate any complaints and support matters.
Follow up on Liseberg’s handling of your matter.
Detect and prevent fraud in connection with guest service matters/compensation claims.

Legal basis for the processing:

We process your personal data on the basis of legitimate interest. Liseberg needs to be able to process your personal data in order to manage guest service, customer service and compensation matters.

Retention period:

We retain your personal data for 36 months after the guest service, customer service and compensation matter has been closed.

2.2. When you have one of Liseberg’s annual passes

When you have one of Liseberg’s annual passes (for example Liseberg Pass or Gold Pass), in addition to what is set out in section 2.1 above, we process the following personal data.

Categories of personal data processed:

Information about you and other activated annual passes in your account, such as photo, name and date of birth. Information about your annual pass, for example annual pass code, level and validity period.
Information about your visit, accommodation and purchase history.

We process your personal data in order to:
Identify you as someone activated on the annual pass, for example at entry and when using offers.
Administer the annual pass, for example activate it, gift a purchased pass, manage access, and change the validity period.

Legal basis for the processing:

The processing of your personal data is necessary for Liseberg to perform its part of the agreement entered into with you.

Retention period:

We retain your personal data for as long as you have an active annual pass, and for a maximum of 36 months after the last valid date.

2.3. When you have a login account (“My Liseberg”)

When you have a login account on My Liseberg, we process the following personal data, in addition to what is mentioned in section 2.2.

Categories of personal data processed:

Your name, date of birth, photo, your address, email address and telephone number.
Details of your annual pass, for example annual pass code, level and validity period.
Details about you and other activated annual passes in your account, such as photo, name and date of birth. Details of your visit, accommodation and purchase history.
Details of your visit, accommodation and purchase history.
Details of the need for a companion, queue priority or a wheelchair space during the visit, when such information is needed.
Details of purchased and activated annual passes (see 2.2).

We process your personal data in order to:

Administer your account.
Manage and deliver the tickets, bookings, value vouchers and gift cards you have purchased in accordance with our terms of purchase.
Manage and deliver the benefits and discount vouchers included under the agreement you entered into when creating an account or through purchased products.
Send you information messages in Mitt Liseberg about changes to our services and products.
Send you messages in My Liseberg with personal and tailored tips, offers and news.
Segmentation so that the content in My Liseberg and messages are as relevant to you as possible.

Legal basis for the processing:

The processing of your personal data is necessary for Liseberg to perform its part of the agreement entered into with you when you created the account.

For targeted personal messages in My Liseberg with tips, offers and news, we process personal data on the basis of legitimate interest. We have carried out a balancing test between your right to privacy and Liseberg’s needs and interests. You can unsubscribe from this type of messages under your profile in My Liseberg.

Retention period:

We process your personal data for as long as you choose to have a login account.

2.4. When you participate in competitions, marketing activities and customer surveys

In connection with marketing activities (lectures, competitions, campaigns, etc.) or customer surveys/interviews, we process the personal data that you provide to us.

2.4.1. When you participate in competitions and marketing activities

Categories of personal data processed:

Your name, date of birth and your contact details, such as address, email address and telephone number. Name includes any aliases (in competitions).
Information provided in competition entries, registration for events and details of your participation in games.

We process your personal data in order to:

Administer the competition and marketing activity.
Communicate before and after participation in a competition, game, event or other marketing activity (for example confirmation of registrations, questions, or evaluation of the activity).
Identification and age verification.
Select winners and provide any prizes.
Collect statistics and record participation in games.
Compile statistics from marketing activities in order to follow up engagement and improve future activities.

Legal basis for the processing:

We process your personal data on the basis of legitimate interest. We have carried out a balancing test between your right to privacy and your wish for us to process your personal data so that you can participate in the competition and/or the marketing activity.

Retention period:

We retain your personal data for 12 months after the activity has ended.

2.4.2. When you participate in customer surveys/interviews

Categories of personal data processed:

Your name and your contact details, such as address, email address, telephone number and date of birth.
Information provided in connection with the survey/customer survey.
Details of your visit, accommodation and purchase history.

We process your personal data in order to:

Administer the survey/customer survey.
Provide feedback to you in connection with the survey/customer survey.
Compile statistics from surveys and customer surveys in order to improve our services.

Legal basis for the processing:

We process your personal data on the basis of your consent, which we collect in connection with carrying out the survey/customer survey.

Retention period:

We retain your personal data for 12 months after the survey or customer survey/interview has been completed.

2.4.3. Photos we take of you (model release), that you send to us, or when you tag a post/photo on social media that you have posted

We process your data in connection with our handling of photographs that we take of you (in which case a model release is always signed), photos that you send to us, or when you tag a photo or post on social media with #liseberg or #goliseberg.

Categories of personal data processed:

Your name, social media username, date of birth, photo, your address, email address and telephone number.
If you are a minor, your legal guardian(s) and their name, address, email address and telephone number.

We process your personal data in order to:

• Administer the handling of the photograph and contact with you.
• Process photos of you and those that you have sent or tagged in order to market our services and products, for example on our digital channels, in print media or on social media.

Legal basis for the processing:

We process your personal data on the basis of your consent.

Retention period:

We retain your personal data for as long as you consent to it.

2.5. When you subscribe to Liseberg Nyhetsbrev

Categories of personal data processed:

Your email address and postcode.
If you have made a purchase or booking with Liseberg, your name, address, mobile number and date of birth may also be processed.
Details of your visit, accommodation and purchase history.

We process your personal data in order to:

Send out Liseberg Nyhetsbrev.

Legal basis for the processing:

Liseberg processes your personal data on the basis of consent.

Retention period:

We retain your personal data for as long as we have valid consent.

2.6. When you connect to Liseberg’s Wi Fi and use Liseberg’s website or apps

2.6.1. When you connect to Liseberg’s Wi Fi

When you connect to Liseberg’s Wi Fi, Liseberg is the controller for the processing carried out in order to connect you to the internet. Liseberg is not the controller for any subsequent processing or for the content of your communication via Wi Fi.

Categories of personal data processed:

Your IP address.
Your MAC address.

• Timestamps.

We process your personal data in order to:

Provide you with internet access.

Legal basis for the processing:

We process your personal data on the basis of a contract. It is necessary to process your personal data in order to provide you with internet access.

Retention period:

We retain your personal data for 12 months after the activity has ended.

2.6.2. When you use Liseberg’s website and apps

When you visit Liseberg’s website.

Categories of personal data processed:

Your IP address.
Your MAC address.
Timestamps.

We process your personal data in order to:

Make it easier for you during future visits, purchases and stays.
Compile statistics and carry out analyses in order to improve our services, goods and offers, including long-term analysis to capture trends over time.
Provide, maintain, test, improve and develop the digital services and the technical platform used to provide them.
Ensure the security of our services, in order to detect or prevent various types of unlawful use or use that otherwise breaches the terms.
Collect information about how you interact with and use our website, for example when booking accommodation, in order to improve our services.
Collect information about your visits to our websites through so-called cookies. For more information about how we use cookies, see https://www.liseberg.se/villkor/cookies/.

Legal basis for the processing:

We process your personal data on the basis of legitimate interest. Liseberg has carried out a balancing test between your right to privacy and your wish for us to process your personal data so that you can have an optimal experience of our digital platforms.

Retention period:

We retain your personal data for 12 months after the activity has ended.

2.7. Business-to-business (B2B) processing of personal data

2.7.1. Processing of personal data when booking and ordering between businesses

When a company requests a quote, makes a booking or places an order with Liseberg on the company’s behalf, Liseberg processes the following personal data.

Categories of personal data processed:

Name, job title and contact details of the company’s contact person, such as email address and telephone number. If the company is a sole proprietorship, we also process the business address and corporate registration number.
Details of individuals linked to the company who may use the company’s order at Liseberg. Details include name, telephone number and email address.
Details of the company’s visit, accommodation and purchase history.
Details of payment and payment history.

We process your personal data in order to:

Provide quotes and take payment for the company’s order.
Detect and prevent fraud in connection with payment.
Communicate with the company regarding the company’s order/booking/company event.
Inform and market relevant products and services, for example meetings, events and accommodation, via email and social media.
Invite you to customer surveys (digital questionnaires or interviews) via, for example, email or telephone calls.
Compile statistics on bookings under a corporate agreement in order to report to the company (usually your employer).
Produce statistics on purchases of visits, accommodation and goods.

Legal basis for the processing:

We process personal data on the basis of a contract. It is necessary to process personal data for Liseberg to be able to fulfil its contractual obligations towards the company that places an order/makes a booking/arranges a company event at Liseberg. This legal basis also covers requests for quotes. For targeted information and marketing, we process personal data on the basis of legitimate interest. We have carried out a balancing test between your right to privacy and Liseberg’s needs and interests.

Retention period:

Personal data contained in contracts is retained in Liseberg’s registry/records system, in accordance with the provisions of the Archives Act. Liseberg retains personal data for 36 months after a submitted quote request/statement of interest in advance of a potential future booking, and after the end of the agreement/company event.

2.7.2. When you are a supplier to Liseberg

You are a supplier if your employer supplies goods or services to Liseberg. We collect the personal data that you provide to us in the role you have within the company or organisation you work for, for example when you communicate with us. We also collect personal data from your employer in order to manage the contractual relationship or in connection with tender submissions in public procurement.

Categories of personal data processed:

Your name and your contact details in your role as your employer’s contact person, such as address, email address, telephone number and job title.

We process your personal data in order to:

Manage the contractual relationship.
Carry out a public procurement.

Legal basis for the processing:

We process your personal data on the basis of a contract. It is necessary to process your personal data for Liseberg to be able to fulfil its contractual obligations towards your employer.

Retention period:

Personal data contained in contracts is retained in Liseberg’s registry/records system, in accordance with the provisions of the Archives Act. In public procurement, personal data attributable to unsuccessful tenders is retained for 12 months after the contract period has ended.

2.8. When you communicate with us

2.8.1 When you communicate with us through our various channels

You can communicate with Liseberg in many ways, for example via email or telephone calls with our customer service, our booking function, guest service, or via our receptions at our accommodation. You can also communicate with us via social media, in our facts and Q&A forums and chat forums. In connection with such communication, we will process the following personal data.

Categories of personal data processed:

• Your name and your contact details, such as address, email address, telephone number and date of birth.
• Any information that you provide to us voluntarily, such as your feedback, photographs, health status, and information about your possible visit.

We process your personal data in order to:

Answer your questions, handle your matter, handle complaints, remedy faults, and handle lost property.
Provide ordered/requested information/documentation.
Improve our services and information on our digital channels.
Analyse cases and communications to improve our service.

Legal basis for the processing:

Retention period:

We process your personal data for 12 months after the case has been closed in order to ensure traceability in your communication with us.

2.8. When you communicate with us

2.8.1. When you communicate with us through our various channels

Categories of personal data processed:

Your name and your contact details, such as address, email address, telephone number and date of birth.
Any information that you provide to us voluntarily, such as your feedback, photographs, health status, and information about your possible visit.

We process your personal data in order to:

Answer your questions, handle your matter, handle complaints, remedy faults, and handle lost property.
Provide ordered/requested information/documentation.
Improve our services and information on our digital channels.
Analyse cases and communications to improve our service.

Legal basis for the processing:

Retention period:

We process your personal data for 12 months after the case has been closed in order to ensure traceability in your communication with us.

2.8.2. When you contact us and have a compensation claim

When you contact us and have a compensation claim, we process the following personal data.

Categories of personal data processed:

Your name (and, where applicable, the name of any accompanying person that you provide to us) and your contact details, such as address, email address, telephone number and date of birth.
Payment information, account details.
Case history. Details of the basis for your compensation claim. Health data.
Your personal identity number, for example when you apply for insurance compensation.
Documents that you attach to your case, such as photos, receipts and medical certificates.

We process your personal data in order to:

Handle your compensation claim.
Detect and prevent fraud in connection with compensation claims.
Analyse cases and produce statistics to improve our services and products.

Legal basis for the processing:

We process your personal data on the basis of a legal obligation when we handle your compensation claim.

Retention period:

If your case does not result in compensation being paid, we retain your personal data for 36 months after your case is closed. If your case results in compensation being paid, we retain your personal data for 7 years in accordance with the Accounting Act (Act 1999:1078). Cases involving personal injury are retained until the case is time-barred, and annuity cases are retained for life so that any review of the case can be carried out.

Recipients of data:

Liseberg’s insurance company.

2.9. In order to comply with Liseberg’s legal obligations

In addition to what is described in the points above, in some cases Liseberg processes your personal data when Liseberg is required by law, for example due to accounting obligations, or in response to a request from an authority.

Liseberg is a municipally owned limited company, which means that the company is subject to the principle of public access to official records. This means that all documents, including personal data, submitted to us become official documents that may be disclosed to anyone who requests them. In some cases, however, the information may be subject to confidentiality and therefore not disclosed.

The legal basis for this processing of your personal data is that we are required by law (legal obligation). We may therefore need to share your personal data with another authority or with the person who makes a request for an official document if we cannot apply confidentiality to your data under the Public Access to Information and Secrecy Act (Act 2009:400).

3. Camera surveillance

In certain areas within the park, fixed cameras are installed. The cameras record moving images. When you visit us, this therefore means that Liseberg may process your personal data. For the footage to constitute personal data, it must be possible to identify that it is you in the recording. We process your personal data in order to:

Increase safety and security for guests and staff.
Operational reliability.

We process your personal data on the legal basis of legitimate interest. Liseberg has carried out a balancing test between your right to privacy and Liseberg’s legitimate interest in processing your personal data to ensure safety in our attractions and services and for crime prevention purposes.

We store your personal data in encrypted format on protected devices. All video footage that is not handed over to the police is continuously deleted within one month.

When we disclose personal data to the police and other authorities, we do so because in some cases we have a legal obligation to do so, for example when the police have initiated a preliminary investigation. In some cases, we also disclose personal data to the police on the basis of a balancing of interests. This may be, for example, in connection with a crime report or when the police are searching for missing persons.

4. Cookies

When you visit our websites, we may also collect information about you by using so-called cookies. For more information about how we use cookies, see Cookies | Liseberg.

5. Who we share your data with

Liseberg never sells your data to a third party. However, we may disclose your personal data to the following categories of recipients:

Suppliers, both within and outside the EU/EEA, who for example provide IT services, advertising services, handle customer service cases or carry out payment processing and credit checks on Liseberg’s behalf.
Partners within and outside Sweden, for example to verify annual passes.
If you book or travel under a corporate agreement, details of purchase and travel history may be disclosed to the company with which we have an agreement (usually your employer).
Other recipients where required by law, other statute, or an authority decision.
The organiser of the event at Lisebergsteatern and Rondo. We share the ticket purchaser’s name, address, date of birth, mobile number and email address. These personal data may be processed by the organiser for example for marketing, segmentation and analysis.

Recipients who process personal data on Liseberg’s behalf must always enter into a so-called data processing agreement with us in order for us to ensure that your data is handled correctly and securely. If we use suppliers who process your personal data on our behalf outside the EU/EEA, we implement special safeguards in accordance with the GDPR.

When your personal data is shared with a recipient who is an independent controller, such as an authority or a bank, the recipient’s privacy policy and information on personal data processing will apply.

6. Your rights

You have certain rights under the GDPR. If you wish to exercise any of your rights, you can contact us via the form here.

Access to your personal data – you have the right to obtain confirmation as to whether we process your personal data and an extract showing which data is processed.
Request rectification – you have the right to have incorrect data corrected.
Request erasure – you have the right, in certain circumstances, to have your data deleted.
Object to processing based on our legitimate interest and to processing for direct marketing – you have the right to object to the processing of your personal data or to request that the processing be restricted.
Right to data portability – you have the right to request that personal data be transferred from us to another company, authority or organisation. This right is limited to data that you have provided to us yourself.

If you would like to know more about the GDPR and your rights, you can read more on the Swedish Authority for Privacy Protection’s website here Your rights under GDPR | IMY. Liseberg has a data protection officer (“DPO”) who ensures that Liseberg processes your personal data in a lawful, correct and transparent manner. If you have a matter you wish to address to our DPO, please get in touch by email or telephone.

Contact details for our data protection officer:

Data Protection Unit at Intraservice, City of Gothenburg
Email: [email protected]
Telephone: 031 – 365 00 00

If you consider that Liseberg’s processing of your personal data is not carried out in accordance with data protection legislation, we ask that you contact us (see the contact details section below). You also have the right to lodge a complaint with the Swedish Authority for Privacy Protection, which is the supervisory authority.

6.1. How can you review, update or delete the data we have collected about you?

You have the right to request access to, change or delete the personal information we collect about you. To request to review, update or delete your personal information, visit: Request.

6.2. How do you object to electronic direct marketing?

Liseberg may use your email address or mobile number for direct marketing with relevant information and offers, either because you have given your consent when subscribing to a newsletter or because you have booked or purchased something from Liseberg. If you do not want us to use your email address or mobile number for direct marketing, you are welcome to contact us to have your data removed:

Requests for removal for companies should be sent to [email protected]. Do not forget to state the company name, contact details and personal/corporate identity number.
Requests for removal for other customers should be sent to [email protected]. Do not forget to state your name, contact details and date of birth.
You can also follow the unsubscribe link included in the email/SMS from Liseberg.

If you make a new booking or new purchase, you will be re-registered to receive information and marketing about the product or service you purchased, on the basis of a balancing of interests. You can choose to unsubscribe again at any time.

7. Contact details

Liseberg AB (corporate registration no. 556023-6811) is the controller for the processing of your personal data. If you would like to request access to, change or delete your personal data, use the form here. If you would like further information about how your personal data is processed, rectification or erasure, please contact us.

Liseberg AB

For the attention of: Data protection manager

Box 5053, 402 22 Göteborg
Telephone (switchboard): +46(0)31-400 100
Email: [email protected]

Contact details for our data protection officer:

Data Protection Unit at Intraservice, City of Gothenburg
Email: [email protected]
Telephone: 031 – 365 00 00

8. Updates

This information notice was last updated on 2026-04-15 and may be amended. If we make material changes to the text, we will notify you by email or by publishing a new version on our website.