Tourism: The secrets of attraction
What great visitor experiences teach us about building strong brands
Tourism is vital to our region. Thriving visitor attractions don’t just entertain, they power local economies and help define our sense of place. But in such a competitive landscape, how do the best attractions stand out? What’s the secret of making an experience truly attractive?
That was the focus of our recent event, where we heard from leading voices in regional tourism and brand building:
Ben Marshall, Managing Director at Pensthorpe
George Cushing, Marketing Manager at Thursford
Lauren Dodman, Head of Visitor Experience at Jimmy’s Farm
Together, they explored what it takes to create destinations that capture hearts, build loyalty, and keep visitors coming back.
It’s About Experiences and People, Not Just Attractions
The panel agreed: the modern visitor isn’t just looking for something to see. They’re looking for something to feel. Great attractions create experiences that engage all the senses and connect emotionally. It’s not just about the exhibit, the ride or the show, it’s about the moment people take away.
As Lauren Dodman put it, “people are the brand”. Every member of staff plays a role in delivering the brand promise. When your team lives and breathes the brand strategy, visitors can feel it. Authentic human interactions build far stronger loyalty than any advert ever could.
Consistency is Everything
From the website to the welcome desk, consistency reinforces trust. A visitor’s experience should feel seamless, every touchpoint reflecting the same care and character. “Your brand is survival in today’s market,” a panelist reminded us, “where there is so much noise.”
In challenging times, it’s this brand consistency that keeps audiences connected. When things get tough, brand loyalty carries you.
The Little Things Matter
Lauren also offered one of the most memorable takeaways of the day:
“It’s always about the toilets.”
Because when even the smallest details are done well, they say that you care about the entire experience. Clean toilets show pride, care and attention to detail. All things that visitors notice.
The Secrets of Attraction
From our panel’s discussion, three themes emerged again and again, the true “secrets of attraction”:
Authenticity – Be true to who you are and why you exist
Consistency – Deliver that truth at every level, every day
Quality – Give people what they want
Whether you’re running a visitor attraction, a local business, or a creative brand, the lesson is the same:
In a world full of noise, authentic experiences and genuine care stand out every time.