How to Turn Your Tourism Experience into a Must-Visit Destination
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The tourism industry is and always has been a competitive industry. For me simply offering a great product isn’t enough to guarantee success.
Travellers today are looking for more than just a place to visit, they want experiences that inspire, transform, and create lasting memories. I always look at it as they are investing in something that moves them and is memorable.
So how do you take your tourism business from just another attraction to a must-visit destination?
The secret lies in crafting an extraordinary experience that captivates guests and keeps them coming back for more.
1. Define Your Unique Selling Point (USP)
What makes your experience different from everyone else’s?
It’s your USP that sets you apart and makes travellers choose you over the competition. It could be a breathtaking location, a one-of-a-kind activity, or an immersive cultural element.
My tip: Identify what makes your business special and build your brand story around it.
An example: Instead of being just another snorkeling tour, position your experience as the "ultimate eco-adventure" with marine biologists guiding guests through coral restoration efforts.
Real Life Example: MONA (Museum of Old and New Art), Tasmania
MONA isn’t just a museum, it’s an experience.
Known for its provocative art, subterranean architecture, and immersive installations, it has transformed Tasmania’s tourism landscape.
Visitors don’t just see art; they feel, they question and they engage with it in a way that challenges their perceptions, making MONA a bucket-list attraction.
2. Craft an Unforgettable Guest Journey
From the moment someone first hears about your business to the time they leave (and beyond), their journey needs to feel seamless, exciting, and memorable.
Have you looked at your customer journey and do you know how to improve it?
My tip: Map out your guest experience from start to finish, ensuring every touchpoint is engaging and hassle-free. Have friends and family go through the journey and provide feedback.
An example: A boutique lodge could offer a personalised digital welcome guide before arrival, a locally sourced welcome drink upon check-in, and a handwritten thank-you note when guests depart. Create something special in your business to delight your guests.
Real Life Example: Scenic Rim Trail, Queensland
This multi-day hiking experience takes guests through stunning landscapes, from ancient rainforests to mountain ridges. What sets it apart is the seamless blend of luxury eco-lodges, gourmet food, and Indigenous storytelling, turning an ordinary hike into an immersive journey of nature and culture.
3. Engage All Five Senses
Travellers don’t just remember what they saw, they remember what they felt, smelled, heard, and tasted.
The more senses you engage, the more immersive and unforgettable the experience becomes.
My tip: Think beyond the obvious. What elements can you add to enhance the ambiance and emotional impact of your experience?
An example: A rainforest tour could incorporate the sounds of native birds playing softly in the background, a scented lemongrass towel upon arrival, or a small taste of local honey at the end of the trek.
A real Life Example: Lake Cave, Western Australia
Lake Cave isn’t just about stalactites and stalagmites, it’s a multi-sensory spectacle. The guided tour features dramatic lighting, complete silence at key moments to hear the dripping water, and reflections of ancient formations in the underground lake, creating a truly immersive natural wonder.
4. Elevate Storytelling & Cultural Connections
People connect with stories, not just services.
Weave history, culture, and personal narratives into your experience to give it depth and meaning. Tell people why you do what you do, how the experience has evolved and what you want for them to experience.
My tip: Encourage your guides and staff to share authentic stories that add richness to the experience.
An example: A historical walking tour could include real-life diary entries from past residents to bring the city’s history to life.
A real life example: Tali Wiru, Uluru
Tali Wiru is more than just an outdoor dining experience, it’s a cultural journey. Guests dine under the stars with views of Uluru while listening to Indigenous storytelling and didgeridoo performances, creating a profound connection to the land and its people.
5. Create Share-Worthy Moments
If guests aren’t talking about your experience, you’re missing a huge opportunity for free marketing.
Design Instagrammable moments that guests will love to capture and share. Give the guest the opportunity to discover something, relax with something or just absorb the surroundings.
My tip: Set up photo stations, behind-the-scenes access, or unique souvenirs to encourage social sharing.
An example: A vineyard could set up a scenic swing overlooking the vines with a branded sign saying, “Sip, Swing, Repeat” as the perfect photo backdrop.
A real life example: The Blue Room, Rottnest Island
This stunning ocean-view dining venue offers a picture-perfect backdrop of turquoise waters, making it an irresistible spot for Instagrammers. Guests love snapping photos, which helps generate organic exposure for the restaurant and Rottnest Island.
6. Surprise and Delight Your Guests
Exceeding expectations is the fastest way to turn a good experience into an extraordinary one.
Consider small, unexpected touches that can elevate your experience and create lifelong fans. This surprises and delights but also adds value to the experience for the guest.
My tip: Find ways to surprise guests with unexpected perks, upgrades, or moments of personal attention.
An example: A wildlife safari could include a hidden pop-up sunset picnic as a surprise ending to the tour.
A real life example: Sal Salis Ningaloo Reef, Western Australia
This luxury eco-lodge surprises guests with sunset drinks on the dunes, surprise gourmet picnics, and unexpected wildlife encounters, making every stay feel extra special.
7. Keep Guests Engaged After They Leave
The best tourism businesses don’t just create experiences, they build communities.
Stay connected with guests long after they leave to encourage repeat visits and referrals. Give them a reason to connect and engage.
My tip: Send personalised follow-ups, exclusive offers, or even a "digital memory package" with photos and videos from their experience.
An example: A cooking class could send guests a custom recipe booklet featuring the dishes they made, encouraging them to recreate the experience at home.
A real life example: Quicksilver Cruises, Great Barrier Reef
After their reef adventure, guests receive a video of their diving experience, a link to their professional photos, and an invitation to join a marine conservation initiative, keeping the connection alive.
Make Your Experience Unmissable
The difference between ordinary and extraordinary lies in the details.
By crafting a unique, immersive, and emotionally engaging experience, you’ll transform your tourism business into a must-visit destination that guests will rave about.
What’s the most unforgettable tourism experience you’ve had? Study it and use those ideas to create something special in your business offering.
Need help creating something truly unique? Contact me today for strategies, ideas and content to surprise and delight your guests.
