Indian travellers are embracing the world with fresh curiosity and an eagerness for experiences that go far beyond the familiar. Alexia Vettier, CEO, Magnicity shares how the global brand is ready to inspire Indian travellers.
Tripti Jain
A new generation of explorers seeks emotion, authenticity, and immersion, creating a perfect moment for brands that offer more than attractions. Magnicity steps into this landscape as a global creator of multi-sensory urban observation experiences, transforming the simple idea of ‘a view from above’ into a cultural narrative enriched with storytelling, art, and connection.
Urban heights, new horizons
Magnicity’s expansion into India reflects the country’s energetic travel sentiment. A flourishing outbound market, combined with strong air connectivity to Europe and the US, is shaping exciting opportunities. Alexia expresses great confidence in this momentum, says, “Indian travellers are increasingly seeking authentic, cultural, and experiential activities, and this aligns perfectly with the multisensory experiences Magnicity creates.”
A growing appetite for lifestyle-driven activities sets the stage for a brand like Magnicity to enter at a time when urban experiences are evolving fast. Each attraction is designed as a living space where the energy of a city is captured through culture, creativity, and panoramic wonder. Alexia highlights this further and adds, “The young and experience-hungry Indian population is very much in tune with our multi-sensory and immersive approach.”
Beyond the view
Observation decks have long been associated with height, scenery, and landmark photography. Magnicity redefines this format by crafting emotional journeys that capture the pulse of a city. Every location blends iconic skyline perspectives with digital installations, art, music, curated exhibitions, and elevated food and beverage experiences. Alexia shares, “Magnicity reimagines the traditional observation deck as a living, breathing urban experience rather than a simple viewing point.”
Visitors engage with stories of architecture, heritage, culture, and modern identity as they explore a meticulously designed space. Every detail aims to inspire wonder, curiosity, and connection which are qualities that resonate deeply with Indian travellers seeking meaningful encounters abroad. As Alexia explains, “The result is a dynamic environment where visitors don’t just see the city from above, they feel its rhythm and creativity.”
Where Magnicity lives today
Magnicity’s experiences unfold across some of the world’s most dynamic urban landscapes, each chosen for its cultural depth and architectural prominence. The brand is present at the top of the Montparnasse Tower in Paris, within Berlin’s iconic TV Tower, across two Rotterdam landmarks at the Euromast and De Zalmhaven Tower, at Varso Tower in Warsaw, the tallest building in the European Union and at 360 Chicago in the United States. Together, these six sites across five global cities create a network of elevated urban stages, offering travellers immersive perspectives that blend skyline views with storytelling, design, and the living pulse of each destination.
Designed for the Indian traveller
Understanding the patterns, aspirations, and preferences of Indian travellers remains central to Magnicity’s strategy. The company’s engagement plan draws equally from B2B partnerships and consumer-facing efforts. Alexia affirms this and says, “Our approach to the Indian market is both trade-driven and consumer-focused. We aim aims to work closely with tour operators, travel agents, and DMCs, ensuring that their attractions feature as must-visit highlights in European and American itineraries. Personalised familiarisation trips, interactive trade events, and on-ground training will help deepen product understanding. Familiarisation trips will enable travel professionals to experience the attractions first-hand, helping them better promote them to their clients.”
The AVIAREPS advantage
A significant force behind Magnicity’s India strategy is its partnership with AVIAREPS India, a well-established representation and marketing leader. This collaboration will accelerate trade access, media visibility, and influencer outreach. Alexia shares, “Our partnership with AVIAREPS India is central to building our footprint in this market. Local expertise will shape targeted roadshows, media interactions, B2B training sessions, and destination-led promotions. These combined efforts will introduce Magnicity’s attractions to India’s diverse travel communities, creating sustained awareness and market traction. Together, we aim to create a strong, sustained presence for Magnicity among both trade professionals and consumers.”
Vision for the future
Magnicity’s long-term vision goes deeper than market penetration or brand visibility. The aim is to create emotional resonance among Indian travellers who are discovering or revisiting global cities. “We envision long-term cultural collaboration through India-themed events, festival tie-ins, and cross-promotional initiatives,” Alexia shares, highlighting a strategy that celebrates cultural bridges.
The organisation is committed to being embedded into itineraries across segments, from FIT and luxury travellers to MICE groups looking for inspiring venues. Above all, Magnicity aims to own the space of elevated city experiences, creating lasting impressions that combine skyline views with culture, innovation, and sustainability.
Through its partnerships, vision, and commitment to storytelling, Magnicity is set to become a cherished part of the Indian traveller’s global journey, celebrating the world’s most iconic destinations with a fresh perspective.
