Magnicity, the global leader in elevated urban leisure experiences, now making its strategic foray into the Indian market. Alexia Vettier, CEO, Chairman of the Board shares more.
Under your leadership since 2018, Magnicity has grown into the global leader in elevated urban leisure. What have been the key strategies and milestones that helped shape this transformation?
The strategy to become the global leader in elevated urban leisure was to consolidate the Group, which had 4 sites at the time, by modernizing and strengthening it through a strong, easily understood identity worldwide, MAGNICITY (in 2019), and by drawing on recognized expertise in each department: sales, marketing, experience, finance…
Internal steps to unite teams at each site around the brand, The acquisition of Euromast in 2020 in Rotterdam – just before the COVID pandemic. The project for Warsaw, whose site will be a zero creation at the top of one of Europe’s tallest towers (opening in few weeks). We now have 6 unique sites in iconic cities, and are still in discussion about a number of development projects.
Magnicity is not just about panoramic views—it blends culture, education, technology, and sustainability. How do you ensure each location delivers a truly immersive and localized visitor experience?
First of all, it’s important to know that our teams are in love with their city. They love and know the city, and that makes a big difference because they can help visitors or give them very local information.
Secondly, our guest-experience teams think ahead before developing a new experience, taking into account a city’s identity and lifestyle. In Rotterdam, for example, as soon as you enter the Euromast, before gaining access to the view of the whole city and the port, you enter 2 successive rooms and are taken on a journey through the city’s history, a history that gives you a better understanding of how the city came to be, and how open to the world, modern and inclusive it is.
In Chicago, even before you enter the city, you discover all the shades of color of Lake Michigan.
In Paris, facing the monument view, our visitors can immerse themselves in 2.5 minutes of virtual reality to discover Paris in the Middle Ages or at the end of the 19th Century. Once the headset is removed, the visitor finds themself facing the Eiffel Tower, instantly recognizing it and grasping its monumental and historical significance.
We do not have a single model for immersive experiences; we always adapt to the place and the city.
The upcoming launch atop the Varso Tower and the Spiral Tower project reflect Magnicity’s strong commitment to responsible tourism. Can you share more about the company’s broader CSR strategy and its impact?
At Magnicity, we believe that the development of urban tourism must be guided by a sustainable and responsible approach. Our CSR strategy is based on three main pillars: reducing our environmental footprint, supporting local communities, and promoting cultural heritage. We invest in green technologies for our sites, collaborate with local stakeholders to boost the economy, and highlight educational and cultural initiatives.
The impact of this strategy is measured by visitor satisfaction, the creation of local jobs, and the preservation of iconic sites where we operate. We are convinced that combining unique experiences with social responsibility is the key to a prosperous future for the tourism sector, and we are committed to pursuing this mission with determination.
With more than 3 million visitors in 2024 across iconic observatories in Paris, Berlin, Chicago, and Rotterdam, how do you balance commercial growth with cultural and community integration?
Of course, we warmly thank the more than 3 million visitors who, in 2024, walked through the doors of our iconic sites in Paris, Berlin, Chicago, and Rotterdam. This growth reflects the appeal of authentic and high-quality urban experiences. At Magnicity, we are convinced that commercial success cannot exist without deep cultural and community integration.
In practice, every project is developed in dialogue with local authorities, aiming to showcase heritage and meet the expectations of both residents and visitors with ever higher expectations.
Our teams collaborate with local artists, craftspeople, and businesses to offer content, events, and services rooted in local identity. We also ensure that access to our sites is inclusive, notably through educational initiatives and actions for audiences who are removed from cultural offerings.
Our model is based on actively listening to communities and a desire to generate tangible benefits for the local economy through job creation and support for committed partners. We believe that respectful and shared growth strengthens the positive impact of our activities, while preserving the spirit of the cities that host us.
From auditing and Club Med to start-ups in South Africa and now Magnicity—your career path is both diverse and dynamic. How have these experiences shaped your leadership style and vision for the company’s future?
The desire to be entrepreneurial, or at least to develop a business activity, came to me a few years ago when I was working at Club Med and leading the B2B side of the company known as “Meetings & Events by Club Med” (a business unit dedicated to marketing and organizing seminars and incentive trips for companies). That experience, and those that followed, truly made me realize how much I enjoy coming up with new and bold ideas, setting new ambitions, building the strategy to achieve our goals, and rallying teams around a vision and a genuine company project.
What I believe is important to remember is that nothing is ever set in stone, and one must be willing to challenge their model, question themselves, and continually push their limits. That means looking around you, monitoring changing behaviors, seeing what’s being done elsewhere, being curious, and daring to innovate! You need to come up with ideas that others don’t have.
Finally, one of the most important things is knowing how to surround yourself with the right people. Rarely does one succeed alone! When I started my journey at Magnicity, my first priority was to build a strong team, bringing in experts, but above all, people I wanted to work with and embark on the company’s transformation alongside. It is with them, and thanks to our complementary skills, that we’ve achieved today’s results, and there is still much to be done. To go the distance, you have to take pleasure in what you do and surround yourself with people you respect and trust.
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