In a bid to deepen its presence in the Indian market, Merlin Entertainment is set to intensify its efforts this year, aiming to captivate Indian travelers with a diverse array of attractions. Notably, the renowned entertainment brand plans to feature more Indian personalities at Madame Tussauds museums worldwide, tailoring its offerings to resonate with the interests of Indian visitors.

Gaurav Seth, Head of Trade Sales – India Outbound at Merlin Entertainments, emphasized the brand’s strategic shift towards expanding its reach beyond metro cities. “Our prime focus remains on the metro cities from which we receive maximum traffic. However, we recognize the significant potential in tier II cities,” Seth stated. “Hence, this year, we will gradually extend our presence to these markets, leveraging the growing interest in our products.”

Moreover, Merlin Entertainments aims to enhance its distribution network by collaborating with a wider range of partners. Seth outlined plans to integrate with third-party platforms to broaden the brand’s audience reach, emphasising a collaborative approach to amplify synergies. “We intend to work closely with partners, not to compete but to complement their products,” Seth added.

In a strategic move to increase brand visibility, Merlin Entertainments is forging partnerships with leading airlines and cruise operators. By leveraging these collaborations, the brand aims to engage a broader audience and elevate brand awareness among travellers.

Beyond targeting FITs (Free Independent Travellers) and group tourists, Merlin Entertainments is also shifting its focus towards students and the VFR (Visiting Friends and Relatives) market. This multifaceted approach underscores the brand’s commitment to catering to diverse segments of the Indian travel market.

With these initiatives in motion, Merlin Entertainments is poised to strengthen its foothold in India and offer unforgettable experiences to travellers across the country.

Merlin Entertainments, Europe’s leading visitor attraction operator and the world’s second-largest, boasts a vast portfolio comprising over 140 attractions, 23 hotels, and 6 holiday villages spread across 24 countries on 4 continents. With a steadfast commitment to delivering immersive and unforgettable experiences, Merlin’s iconic brands and diverse attraction formats aim to captivate millions of guests worldwide. Fuelled by the dedication and passion of its employees, Merlin channels its energy into crafting magical memories for visitors. With an impressive annual footfall of 67 million, the brand orchestrates countless unforgettable moments for its global audience.