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Innovative approaches to tourism development in Norfolk

July 2021

Have you ever heard of experiential tourism? 
Do you know how it can help you attract visitors? 
Do you have any ideas of an activity or experience that could appeal to visitors?

Inspired by innovative approaches in Kent and Cornwall, the Norfolk pilot region ran two interactive workshops during May and June 2021. Spread over four sessions, this training took a new approach to tourism development. All you needed to participate was an idea… no previous visitor economy experience required! 

Chris Brant, Tourism Business Advisor from Unmissable England, led the sessions on behalf of the EXPERIENCE project. In his spare time, Chris is an experience maker - running memorable visitor activities, ranging from baking traditional English scones in his thatched cottage to hosting vineyard tours complete with wine tasting.

‘Tap in to what visitors really want: An introduction to experiential tourism’ 
The first workshop presented real-life insights into how creating visitor experiences can help businesses capture the imagination – and bookings - of tourists. This included experiences which are part of everyday life that you might not realise could appeal to visitors, adapting an activity you already offer into experiential tourism offer, or creating a brand-new experience.

Chris offered expert advice using inspirational case studies to demonstrate how experiential tourism can help to boost visitor numbers. He also shared his top tips on creating the perfect experience for visitors seeking something memorable.

Participants had the chance to take part in a Q&A session with two organisations that have come up with creative new visitor experiences to successfully boost business.

‘How to develop a visitor experience’
The second workshop provided hands-on support to participants to learn how to use Norfolk’s rich nature and culture as inspiration for creating new visitor experiences. The workshop included an interactive event where attendees were encouraged to network and exchange ideas on target audiences, accessibility and sustainability, and pricing. 

Chris explained how businesses will be able to promote their new experiences using tools developed by the EXPERIENCE project, as well as online travel agents and the travel trade. 

If you’re a Norfolk business with a great idea for an exciting tourism experience, or if you’re already running unique Norfolk experiences please get in touch via for a chance to be included in our marketing activities.

If you were not able to attend the workshops, watch below the recordings and get in touch via with any questions.  

Introduction to Experiential Tourism

How to develop a visitor experience