Magnicity, the urban leisure attractions operator, has completed a comprehensive renovation of Rotterdam's Euromast, the 185-metre tower that has been a landmark since 1960. The reimagined attraction blends immersive storytelling with upgraded hospitality facilities, positioning itself to capture a larger share of the Indian outbound travel market.
New Experiences and Upgraded Facilities
The centrepiece of the renovation is 'The Rise of Rotterdam', an interactive multimedia journey that traces the city's 800-year evolution from a fishing village to a multicultural port hub. Visitors move through a series of exhibits that combine projection mapping, archival footage, and interactive touchpoints, designed to contextualise Rotterdam's resilience and modern identity.
The 'Euroscoop' rotating glass lift has been enhanced with multimedia effects and retains its transparent floor, offering 360-degree panoramic views of the city skyline and the Maas River. Beyond observation, the tower now includes exclusive hotel suites, abseiling adventures down the exterior, and dedicated spaces for corporate events and private functions — a move that strengthens its appeal for MICE organisers and luxury travellers.
Dining has also been upgraded: the revamped 'Brasserie Euromast' serves international cuisine with an emphasis on locally sourced ingredients, all while providing diners with uninterrupted views of Rotterdam. The combination of gastronomy and scenery aligns with the growing demand for experience-led travel among Indian tourists, as highlighted in recent Agoda data showing Indian travelers shifting to immersive experiences.
Strategic Focus on the Indian Market
India is one of the fastest-growing outbound travel markets globally, and Magnicity is explicitly targeting this demographic. The renewed Euromast offers the kind of premium, story-driven attractions that appeal to Indian travellers seeking more than standard sightseeing. The tower's location in Rotterdam also benefits from improved air connectivity: Emirates has deployed its A380 on the Delhi route and expanded premium economy across six Indian cities, making European gateways more accessible.
Alexia Vettier, CEO of Magnicity, said: "The renewed Euromast reflects Magnicity's vision of creating memorable urban experiences that go beyond sightseeing. We look forward to welcoming more Indian travellers to experience Rotterdam from this unique perspective." The company sees the tower as a catalyst for longer stays and higher spend in the city, particularly among affluent Indian families and corporate groups.
Implications for Travel Industry Partners
For tour operators and travel agents, the Euromast renovation adds a new anchor attraction to Rotterdam's portfolio, complementing existing draws such as the Markthal, the Kunsthal, and the port itself. The tower's ability to host private events and its abseiling activity also open up opportunities for incentive travel and team-building programmes. Hoteliers in the region may benefit from increased demand for premium accommodation, especially as immersive luxury properties like The Leela Coorg Forest Sanctuary set new benchmarks for Indian travellers' expectations.
The renovation also underscores a broader trend among urban attractions: moving from passive observation to active, multi-sensory engagement. By integrating history, dining, adventure, and accommodation under one roof, Euromast positions itself as a destination within a destination — a model that other European cities may look to replicate as they compete for Indian outbound traffic.
Magnicity has confirmed that the Euromast is now open to the public. The company plans to roll out targeted marketing campaigns in India, leveraging partnerships with travel trade networks and digital platforms to drive awareness and bookings.
