4 Principles for Creating an Authentic, Immersive Visitor Experience
Travellers increasingly seek authentic connections with the places they visit. An immersive tourism experience allows visitors to connect with your business and destination in a deep and meaningful way, moving beyond the traditional “show and tell” to actively engage their senses and create lasting memories.
The following four principles will help your tourism business create and deliver authentic, immersive experiences that align with the Super, Natural British Columbia™ brand and support the compelling place and route brands that inspire more travellers to visit more places in the province, at more times of the year.
1. Tell a Story That Inspires Connection
Stories are part of our DNA; they help us connect, inspire, and pass on knowledge and traditions. In tourism, it’s often a connection to a place, its history, and the people who live there that provide a rich narrative for visitors, allowing them to form bonds, both intellectually and emotionally.
Two types of stories can enhance your visitor experience:
Local stories deepen a visitor’s insight, knowledge, and engagement with a place.
Example: With Takaya Tours in North Vancouver, guests paddle in replica ocean-going canoes through the protected waters of Burrard Inlet and Say Nuth Khaw Yum Park, historically travelled by the Tsleil-Waututh Nation. Indigenous guides share stories, legends, and songs that showcase ancient village sites while speaking of the importance of the People of the Inlet, who have stewarded this land since time immemorial. These stories reveal the Nation’s distinct customs, history, and thriving culture, offering visitors a deeper understanding and appreciation of the diverse First Nations in BC.
Personal stories ensure visitors form a strong emotional connection to the people behind the business or destination. These often become the stories that visitors retell themselves, in person and online.
Example: When lifelong friends Ruth and Shelby decided to showcase their beloved Crawford Bay community, they transformed their passion for local artisans into an immersive audio tour that takes visitors deep into the creative heart of this unique West Kootenay community. “We wanted to share what makes this place special–not just the crafts, but the stories behind them,” explains Ruth. Their self-guided walking tour invites visitors to explore a remarkable collection of artists’ studios housed in charming log cabins, strawbale structures, and even a former bootlegger’s building, to discover practical, often centuries-old techniques and hear deeply personal stories as artisans explain how the surrounding natural beauty inspires their craft.
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Tip: Document the unique stories of your place and people. Consider what aspects of your location’s history, culture, or natural features could be woven into your visitor experience. What is the origin story of your business? What inspired you to start it? What challenges did you overcome?
2. Engage the Senses
Experiences that engage visitors’ sight, sound, taste, touch, and smell create deeper, more lasting connections to a destination. Sensory immersion allows for greater use of our mental and emotional capacity, helping visitors absorb information, form lasting memories, and develop an emotional bond with a place.
Example: Wineries in BC excel at creating multi-sensory experiences that enable guests to forge deeper connections with the destination. At many vineyards, in addition to participating in wine tastings, guests may be invited to wander through the vines, meet the winemaker, or learn about the history of winemaking in the region.
Tip: Audit the experience(s) you currently offer. How many senses does it engage? Could you add elements that incorporate or activate additional senses? Consider how temperature, texture, scent, sound, and taste might enhance your visitor’s experience.
3. Treat Your Guests Like Locals
Travellers increasingly seek the “local experience”. It’s often the unique moments that locals cherish that create the most memorable travel experiences for travellers: sampling a regional dish, attending a community event, or discovering a hidden gem not found in guidebooks.
Example: The rise of community-based tourism platforms, like Airbnb Experiences and others, reflects travellers’ growing desire for authentic local experiences. Successful businesses are responding by creating “local insider” programs where staff share personalized recommendations with guests. These local tips create deeper connections to the destination and often become the highlight of a visitor’s trip. Platforms like Airbnb Experiences go further by connecting travellers with experiences led by locals, like Judy from Historical Chinatown Tours which includes a tour of Vancouver’s Chinatown, followed by a dumpling-making lesson and shared meal.
Tip: Create a list of recommendations your staff would give to friends visiting your area. Where do locals eat? What activities or local spots do residents enjoy that visitors might not know about? How can you incorporate these authentic local experiences into your offerings?
4. Curate a Theme to Connect Experiences
When differentiating your products and experiences, consider “themes”—including historical events, cultural traditions, or natural landscapes that align with your business or destination brand—that will resonate with your audience. Themes can differentiate your offerings, make connections between multiple products, and provide structure for future growth and evolution.
Example: Britannia Shipyards National Historic Site in Steveston wanted to educate visitors about their site and celebrate the Lunar New Year. They held an event in the Chinese Bunkhouse encouraging visitors to attempt Chinese calligraphy, create a souvenir bookmark, or discover the Chinese zodiac.
Tip: Identify distinctive themes that authentically represent your business and destination. Consider seasonal variations that could extend your operating season by focusing on different aspects of the same theme throughout the year.
Benefits of Implementing These Principles
Tourism businesses that successfully implement these principles can expect:
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Increased visitor satisfaction and positive reviews
Immersive experiences create emotional connections that lead to enthusiastic word-of-mouth recommendations
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Higher perceived value
Visitors are willing to pay premium prices for meaningful, authentic experiences
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Extended stays and repeat visitation
Rich experiences encourage guests to stay longer and return in different seasons
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Seasonal resilience
Themed experiences can be adapted for shoulder seasons, reducing dependence on peak periods
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Stronger community connections
Locally-based experiences foster positive relationships between tourism operators, neighbouring businesses and residents
Getting Started
Creating immersive visitor experiences isn’t about adding more activities—it’s about adding more meaning. By thoughtfully incorporating these four principles, you can transform standard tourism products into memorable experiences that create lasting connections with visitors.
Take a few moments to tap into your creative well of ideas and stories that could be told by staff or partners to enrich the experience you are designing. Complete our worksheet to explore how you can make your experiences more immersive.
Last updated: September, 2025
