First Camp Group, the company that runs the Jesperhus Feriepark holiday park in northern Denmark, has appointed Martin Aadal to a newly created director role covering both First Camp Group and Jesperhus. Aadal, whose career includes a string of senior jobs connected to Legoland, will take up the post on 1 December.
The appointment was announced in a press release and reported by the regional broadcaster TV2 Nord. According to the company, Aadal brings many years of leadership experience from tourism, hospitality and what the industry calls the experience sector. He has also worked within the Lego organisation’s international commercial development, and the release points to what it describes as a series of leading roles in and around Legoland. That combination of theme park and commercial experience is the main reason the group gives for choosing him to run a business that depends on families returning season after season.
The organisation he is joining is far from small. Alongside Jesperhus, First Camp Group operates 14 destinations under the First Camp brand. Jesperhus on its own reported revenue of 260 million in 2025, according to the release. Its gross profit, meaning revenue minus direct costs, came to just under DKK 91 million that year, while its bottom-line result for 2025 was DKK 17.6 million. The holiday park employs about 120 permanent staff and around 510 seasonal workers, which gives a sense of how much the business grows during its peak periods.
Aadal set out his view of the company in the announcement. “First Camp has built a strong position in Danish tourism,” he said, adding that the group has size, ambition and very strong destinations and brands. He also said he sees considerable potential to develop the business further, although the release did not set out specific targets, investment plans or changes to the portfolio of sites under his watch.
Because the position has been created from scratch, Aadal will be the first person to hold it when he starts in December. His arrival brings experience from one of Denmark’s best-known leisure brands into a group that already counts a profitable holiday park and a national network of camping destinations among its assets. The company has not said whether other changes to its management team will follow, and further details of his priorities are likely to emerge once he has taken up the role and settled into the business ahead of the 2027 season.
