Visitors have high expectations and they are evolving all the time. An elevated visitor experience is having the right foundations that are the right fit for your ideal visitor.

Consider, what turns a good trip into a great one? For example, it could be:

  • A wilderness kayak tour with a surprise hot chocolate on the water
  • A boutique cabin where you feel truly welcomed and the décor is thoughtfully created with pieces from local artisans
  • A small group guided hike through a national park with the luxury of having your pack transported
  • A behind the scenes winemaker experience so you can connect and feel the passion for the produce
  • An authentic Aboriginal experience that connects you to Country and culture
  • A dining experience in a truly unforgettable spot with local food and wine that tells the story of the destination.

These are the experiences that visitors will remember.

Discover the 10 foundations that make up an elevated visitor experience and some practical tips on how you can apply them to your own experience offering—whether you're just starting out or already established.

1. Be authentic

Authenticity doesn’t mean being perfect or polished. It means being real, being true to who you are, and sharing your unique story.

To deliver an elevated visitor experience, look at ways that you can create something meaningful and sincere, something that taps into your story, your community or environment, and your destination.

Some simple ways to be more authentic:

  • Tell your story, or that of your family, team, or town
  • Whether it is food, the land, or your craft - let visitors feel your enthusiasm and passion
  • Invite visitors to engage their own senses. Taste, smell, sound or touch, it is about ‘taking in the moment’ together
  • Show you genuinely care through warm, welcoming, and memorable service.

2. Be sustainable

Sustainable travel is about visiting destinations in a way that doesn’t damage the current or future environment, culture, or communities - the very things that make a destination unique and worth visiting.

Sustainability isn’t just for eco-tours or nature retreats. Every visitor economy business, from city hotels to countryside bike tours, can be part of the solution.

Ask yourself the following questions in alignment with The Global Sustainable Tourism Council (GSTC) four pillars of sustainability:

Sustainable Management: Do you have a plan that considers the impact of your decisions on the environment, local people, and culture?

Caring for the Environment: Are you protecting wildlife, reducing water and energy use, cutting waste?

Respecting Culture: Are you engaging with Aboriginal and cultural communities and helping preserve and share their stories?

Social Impact: Are you supporting local businesses and helping educate visitors?

Why focus on sustainability?

  • It is good for business, for example, saving energy means saving money
  • It protects your destination to ensure it remains beautiful for visitors for years to come
  • Finally, visitors expect it. According to Booking.com’s Travel & Sustainability Report 2026, 85 per cent of visitors say sustainable travel is important to them.

Ultimately, being sustainable helps to future-proof your destination and your business.

Benchmarking programs or sustainable or ecotourism certification are available to visitor economy businesses, each with varying time and costs.

New requirements under the European Union's (EU) Directive on Empowering Consumers for the Green Transition require businesses to follow specific rules when marketing to EU consumers. Download the overview on the EU Directive to learn more.

To progress your sustainability journey, visit our Sustainable Tourism hub, which includes Quick tips for creating sustainable experiences and case studies.

3. Showcase local

Something that can truly transform a visitor experience from good to unforgettable is incorporating local arts, culture, and food and drink.

If your experience includes elements like dining, picnics, cooking classes, tastings, or demonstrations, sourcing local produce and beverages can enhance what you offer.

Local arts and culture can incorporate music, dance, street murals, art, or local crafts like pottery or jewellery.

Why is showcasing local important?

  • It helps visitors immerse in the unique culture and taste of a destination
  • Local art and produce invites visitors to feel a place, not just see it
  • It celebrates and economically supports local producers and artists
  • Local and seasonal produce is fresher and tastier
  • It creates a memorable sensory experience—a song, mural, handmade piece, or a delicious NSW wine can stay with visitors long after they’ve travelled
  • It supports sustainability by reducing your carbon footprint.

Examples of showcasing local:

  • A boutique hotel where the rooms and lobby feature local artwork and music residencies that add a cultural heartbeat
  • Sculptures in nature - art meets the outdoors with striking animal sculptures and abstract works along a trail
  • Cafés and restaurants that use native and seasonal ingredients, showcase the source region on their menu, and highlight local artwork on the walls with bios to spark conversation
  • Tours that include stops for public art, cultural storytelling, and a farm or winery that highlights NSW producers
  • A winery, brewery or distillery hosting ‘art and sip’ evenings, pairing local art with tastings.

4. Respectfully celebrate and acknowledge Aboriginal cultures

Another important part of your local story is its Aboriginal culture. All businesses delivering a visitor experience, whether Aboriginal-owned or not, can play a role in respectfully acknowledging, celebrating and engaging with the culture and stories of the Traditional Custodians of their area.

NSW is home to Australia’s largest Aboriginal population and is Australia's leading destination for Aboriginal tourism, attracting the highest number of overnight trips that incorporate an Aboriginal tourism experience. A strong, vibrant and diverse living Aboriginal culture is a key strength for NSW, and according to Tourism Australia’s Future of Demand Project, an Aboriginal lens can enrich the broader destination experience.

Visitor experiences should be developed and delivered in a culturally appropriate way, aligning with the aspirations of local Aboriginal communities.

Aboriginal cultures, histories and stories are unique to place, so it is important to engage with local Traditional Custodians and seek appropriate cultural guidance and permissions when sharing Aboriginal stories, cultural knowledge or information about Aboriginal sites.

For a non-Aboriginal-owned business, respectfully engaging with Aboriginal culture could include:

  • Understanding who the Traditional Custodians are and learning from them the history and culture of your local area
  • Providing an authentic and meaningful acknowledgement of Country by taking the time to understand its purpose, significance and connection to the Traditional Custodians of the land on which you operate. Complete the TAFE NSW - Acknowledgement of Country Microskills to support this
  • Showcasing locally produced Aboriginal art, music, products and experiences, particularly those created by local Aboriginal artists, businesses and communities
  • Build genuine relationships with Aboriginal communities and organisations including NSW Local Aboriginal Land Councils to seek cultural guidance and explore opportunities to collaborate, co-design or deliver experiences in partnership
  • Respecting cultural protocols and ensuring any Aboriginal stories, images, language or cultural knowledge shared within your visitor experience have been approved by the appropriate Aboriginal people or community
  • Referring visitors to local Aboriginal tourism experiences and businesses to help support Aboriginal-led storytelling and cultural experiences.

To progress your journey in respectfully celebrating and acknowledging Aboriginal cultures, visit our Aboriginal tourism hub.

5. Be accessible and inclusive

Being accessible and inclusive is about creating an environment and visitor experience that is welcoming to people of all ages and abilities.

This could include:

  • Parents with young children in prams
  • Seniors with mobility requirements
  • People with permanent or temporary disabilities.

It is estimated that one in five Australians lives with a disability (that’s more than 4.5 million people), whether that’s a temporary or permanent disability, and with an ageing population this number will only increase.

Not only is it the right thing to do, but it is also a smart business move to consider accessibility needs when designing your experiences.

Working out how to get started can feel overwhelming. There are many easy, low-cost changes that you might not have considered that could start to make your experience more inclusive.

To progress your accessibility journey, visit our Accessibility and Inclusion hub, which includes a Quick tips guide for creating accessible and inclusive experiences.

6. Be welcoming

An elevated visitor experience is one that is welcoming to all, including the LGBTQIA+ community.

LGBTQIA+ stands for: lesbian, gay, bisexual, transgender, queer, intersex, asexual, and the plus sign includes other identities and allies. When this community travels, many are concerned about their safety because of past discrimination they have experienced.

Therefore, it is important that your experience feels welcoming and avoids pink washing. Pink washing is a business that looks like they are supportive without any genuine follow through. For example, using rainbow colours during a Pride event but not supporting the community the rest of the year.

Visitors will notice, so be genuine in your welcome.

7. Be safe

Ensuring you provide information and meet safety requirements both before and during the experience means visitors will feel comfortable and supported. This also reduces the risk to your business.

Safety considerations:

  • Before you take visitors out, make sure you have the right permits and insurance. See Visitor experience business fundamentals for more information
  • Give visitors a clear safety briefing
  • Make sure your equipment is up to date and in good condition
  • Have the right number of guides for your group size
  • Let visitors know what to bring, wear, and any risks involved
  • Considering asking them to sign a waiver before starting
  • Complete a risk assessment for your activity.

Visitors will have different fitness levels and abilities. Be clear about:

  • What the experience involves
  • Who it is best suited for (beginner or advanced)
  • How many people you can safely take.

For more information on offering a safe visitor experience, visit our Nature-based tourism hub, including our guide to Considerations when creating a nature-based experience.

8. Be part of the journey

Consider why visitors come to your destination. Are they just travelling from A to B to stay at your hotel or experience your tour, or are they looking to explore, connect, and discover more along the way?

Understanding how and why people are travelling will help you tailor your offerings accordingly and help you become part of the journey, whether that is by car, coach, campervan, motorbike, train, cruise, plane, or electric vehicle.

Cars

If you are located on a popular tourist drive, consider how easy it is for visitors who are self-driving to stop, park and stay at your experience.

Electric vehicles, or EV’s, are becoming increasingly common, especially amongst domestic visitors. EV drivers tend to plan their journeys carefully around charging stations, so with a charger at your site, you could instantly become part of their route. For tips on how to attract EV drivers, visit Quick Tips for creating EV-friendly experiences.

Caravan and campervans

While recreational vehicle (RV) visitors bring their accommodation, they are looking for memorable experiences and budget-friendly activities, so consider how you can target this market.

Motorbikes and mountain bikes

Visitors travelling via bikes have unique needs. Consider safe, locked storage areas for motorbikes and bike-friendly facilities for mountain bikers. For more tips on attracting visitors travelling with bikes, visit Quick tips for creating cycling experiences.

Coach touring and groups

If you can cater for groups, coach tours offer another opportunity such as youth or backpacker tours, seniors’ groups, domestic and international visitors, and special interest tours.

Consider your venue capacity, accommodation rooms access and parking facilities for large coaches, if you wish to work with this market.

Air touring

If you have a private airstrip or helipad, consider offering VIP meet-and-greet services and transfers. For arrivals into local airports, consider offering transfers for visitors who prefer not to self-drive.

Rail

If you are located near a railway station, make it easy for visitors to reach you by:

  • Offering transfers from the train station
  • Aligning your tour or activity schedules with train arrival times
  • Partnering with rail operators to feature your accommodation or experience in their promotions.

Cruise

If you are in or near a cruise port, you could create experiences specifically for shore excursions (known as shore-ex).

However, if you are not located near a cruise port, there are opportunities to become part of the visitor's journey via pre- and post-cruise itineraries.

To learn more about cruise opportunities, visit our Cruise Sydney and NSW hub, which features resources including Quick tips for creating cruise shore experiences.

Leveraging events

Events attract large numbers of visitors and there is an opportunity for them to stay longer in a destination. Explore how to work with other businesses in your region to create longer self-drive itineraries and become ‘part of the journey’ to the event.

9. Be a storyteller

Providing interesting, enjoyable, and relevant stories resonates with visitors. Telling your story might include tour commentary, interpretive signage at an attraction, or a welcome letter on arrival.

Tell the story well and visitors will understand it, remember it, be excited by it, and tell their friends and family about their experience.

To prepare, consider the following:

  • Find out about local folklore and history
  • Share personal anecdotes
  • Make your content as authentic and accurate as possible
  • Avoid jargon and slang
  • Consider the cultural sensitivities of your visitors
  • Avoid contentious political and religious issues.

If the story includes a lot of serious or political content, tell the story honestly but try not to lecture your audience with information or opinions they may find confronting.

What stories could you tell?

  • Talk about your destination: history, culture, lifestyle, geography, community and local characters
  • Delve into the story of your business: why you started it and what you love about it
  • Describe your experience: what you do and how you go about it
  • Introduce your staff: explain where they are from and what they do for you
  • For interpretation of Aboriginal sites and stories, content needs to be delivered in a way that is culturally appropriate. See No.4. Respectfully incorporate Aboriginal culture (above) for more information.

How to be a great storyteller

  • Make it interactive
  • Have fun and use humour (where appropriate)
  • Show your passion and personality
  • Dare to be different
  • Tailor content to your visitors and speak to their emotions
  • Make your information and ideas easy to follow
  • Present information logically
  • Try not to over-complicate topics and ideas
  • Storytelling can also be the story you tell about your business through your marketing materials, website and social media. For storytelling to resonate, high-quality imagery and a user-friendly website are important. Find out more about creating engaging imagery and the elements of a good website in our Promote guide.

10. Be bookable

There are many experiences throughout NSW that offer visitors a walk-in experience, such as galleries, cellar doors, breweries, restaurants, farm gates and visitor attractions.

One way these businesses can grow their appeal and potential revenue is to create a bookable experience—a tour or activity that has a set price and time and is able to be booked and paid for in advance of a visitor’s travel.

Creating a bookable experience can:

  • Add value to the visitor experience
  • Attract advance bookings
  • Allow you to manage bookings efficiently
  • Grow revenue and spend
  • Diversify your business
  • Strengthen destination appeal
  • Tap into new promotional and sales channels.

Elements of a bookable experience:

  • Typically has a pricing structure
  • Regularly available—consider your opening hours and days of operation (if your business isn’t open daily, it may be worthwhile opening exclusively for high-value bookable experiences on additional days).
  • Offers a consistent visitor experience
  • Takes place at a set time, for a set duration—consider the length of time that would best suit your visitors
  • Bookable via your business website.

Targeting your ideal visitors

Create a suite of experiences that are tailored for different markets at different price points.

Some examples of bookable experiences include:

Tour/activity

  • Stargazing tour with an expert astronomer
  • Guided kayaking or bike tour with lunch included
  • Hot air balloon tour with local breakfast provisions
  • Guided walk with an Aboriginal guide.

Visitor attraction

  • Curator-led tour of the exhibition
  • Guided behind the scenes experience
  • Private screenings, tastings, classes, or interactions.

Accommodation

  • Accommodation package inclusive of breakfast, welcome beverage, and an onsite treatment in the spa
  • Pet staycation package
  • Partner with local tour operators.

Winery, brewery or distillery

  • Behind-the-scenes tour and private tasting experience
  • Meet the winemaker, brewer or distiller
  • A picnic hamper with local produce to enjoy at the property
  • Make or blend your own beverage with the maker.

Restaurant

  • Cheese and wine masterclass with the sommelier
  • Cooking class with the chef
  • Set menu or chef table dining experience with local food and wine.

Agritourism

  • Guided tour of the farm
  • Hosted session to pick and prepare or take-home produce
  • Behind the scenes demonstrations, classes and interaction.