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Tuesday, 23 April, 2019, 17 : 28 PM [IST]

The wonderland of Imagica

By Samruddhi Chitnis

Imagica, situated in Khopoli on the outskirts of Mumbai, witnesses an annual footfall of 1,550,000. The composition of this number is a mix of corporate travellers and MICE visitors. The park opened its doors in 2013.

“Group tours, FITs, schools & institutions, families, occasions like birthdays, events, anniversary celebrations, are the other key segments that benefit us,” said Raveendra Singh, Head of Marketing, Sales & Strategic Planning, Imagica. 

The basic concept of Imagica revolves around newness and of creating a complete destination. Singh said, “Every year there is a new addition made to the destination.” Today, under the umbrella of Imagica, there is Imagica Theme Park and Water Park that was launched in 2014, Novotel Imagica that was added in 2015, Snow Park in 2016, House of Stars with official licenses from the movie house and Eyelusion in 2018 and Glowmagica in 2019.

Imagica is a 365-day destination representing adventure and entertainment all under one roof. Apart from Mumbai and Pune, it receives visitors from metros like Delhi and Bengaluru. According to Singh, Imagica has witnessed 6 to 8% growth in the past two years. Close to 65% visitors are from Mumbai and Pune which is their primary catchment area. 20% visitors are from Gujarat because of proximity, and also because the population there loves to travel, explore and spend which works in their favour. The rest of the crowd is from Hyderabad, Indore, Jaipur, Bihar, etc.

Apart from India, Imagica also receives international visitors, especially from South Asia.

Expansion Plan

By 2020, a new park that will serve as an administrative as well as tourist hub will be set-up in Amravati. Imagica has tied up with Riverbay Resort in Amravati as an investor. The new park will cater to crowds from Amravati, Hyderabad etc. Elaborating on this, Singh said, “By far, we had multiple parks at a single location, but this will be in a different location, where our job will be majorly to act as project consultants to ensure that the brand standards, product quality and service is not compromised.”

A team of well-trained 1,500 employees, international OEM-rides maintained timely, various 2D and 3D visual entertainment, Imagica can cater age-groups varying from 4 to 60

 Imagica has now started with summer campaigns from this April, ‘Bigger The Group Size’, ‘Bigger The Discounts’ for groups.

While talking about relations with the travel trade, Singh said, “We participate in events like OTM (Outbound Travel Market) where we directly interact with the travel agents. Apart from this, we conduct FAM (Familiarisation) trips so that the travel agents themselves can feel and visit the place and then be able to sell it. Most of our business is conducted inbound so here the sales and corporate team plays major role.”

Imagica has also been witnessing repeat clients every 6 to 8 months for different occasions. “Imagica is not just a part of travel industry, but it deals with F&B, hospitality and much more which is why service is of utmost importance,” highlighted Singh. 

In 2018, Imagica was awarded ‘Best customer service in hospitality sector. “Imagica has also been listed in 2 Guinness world record books for its achievements. The Net Promoter Scores (NPS) of Imagica is as high as 90%+ which represents world-class standards,” said Singh.

  • An ideal itinerary to Imagica would be around 2N/3D.
  • For a nuclear family it would cost around INR 8,000 TO 10,000 for a one-day trip.
  • For a couple opting to stay back at Novotel Imagica it would cost INR 11,000 onwards.
  • Heavy footfalls witnessed during Q1 & Q3 where the tariffs would surge.
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