Merlin Entertainments is reinforcing its commitment to the Indian market by curating experiences that resonate with Indian travellers’ preferences. With over 140 attractions globally, Merlin offers a diverse portfolio ranging from wax museums to iconic observation towers, castles, and immersive theme parks.
Dominique Sidley, Global VP, Merlin Entertainments, highlighted the key destinations that hold strong appeal for Indian tourists. London remains central to Merlin’s offerings, with the London Eye and Madame Tussauds London being top-selling attractions for Indian visitors. The deep-rooted cultural connection and affinity for Bollywood and global celebrities make these must-visit experiences.
Beyond London, Singapore’s Madame Tussauds has been strategically designed with the Indian market in mind, featuring Bollywood superstars and cricketing legends. Over 90% of the attraction’s exhibits cater to Indian audiences, making it a highly popular stop for tourists traveling to Singapore.
Another significant destination is Australia, where the Sydney Tower Eye, located in Darling Harbour, provides breath-taking panoramic views of the Sydney Opera House and Harbour Bridge. “Indian travellers love the orientation experience Sydney Tower Eye offers, making it an essential part of their itinerary,” Sidley added.
While London, Singapore, and Sydney remain the core focus, Merlin is witnessing growing interest in attractions beyond major metropolitan hubs. Locations like Warwick Castle and Cadbury World in the UK are attracting repeat Indian travellers looking to explore beyond London. These experiences cater to a more mature segment of travelers keen on heritage and immersive experiences.
Recognising the increasing role of online travel agencies (OTAs), Merlin Entertainments is actively expanding its partnerships with key OTAs, DMCs, and affiliate programs to ensure seamless booking options for Indian travellers. “OTAs have become one of our fastest-growing channels, particularly as we see a younger, more confident travel audience emerging from India,” stated Shannon Bailey, Regional Trade Sales Director – APAC, Merlin Entertainments.
With the post-pandemic travel boom, independent travel agents have also gained momentum, and Merlin is making its products more accessible for this segment through direct and indirect partnerships.
Merlin Entertainments acknowledges that post-pandemic travel behaviour has evolved, with more travellers prioritising experiential and meaningful journeys over material savings. “People now want to spend on experiences, create memories, and embrace the joy of travel. Our focus is to deliver just that—unforgettable entertainment destinations where people can celebrate life,” Bailey emphasised.
With India emerging as a crucial growth market, Merlin Entertainments continues to fine-tune its offerings, ensuring that Indian travellers find familiar, engaging, and seamless experiences at its attractions worldwide.
