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Experience - Led Product Development
Our Experience led Product Development model shifts the focus from purely promotional marketing ("heads in beds") to a holistic approach centered on the well-being and unique identity of the destination itself.
It reframes the Destination Management/Marketing Organization (DMO) or a DMC/inbound tour operator role from promoter or manager to steward and curator.
A thriving community and destination attracts and sustains meaningful international tourism. The health of the destination (environmental, social, cultural, economic) is the foundation upon which successful, sustainable, and enriching international tourism is built.
This model has five interconnected pillars, operating continuously around a central core of Community Identity and Involvement.
Five Pillars supporting Experience-led Product Development
Amplifying Authentic Voices
Curation & Connection
Co-Creation & Community Empowerment
Measurement & Adaptation
Community Identity
& Involvement
Listening & Understanding
01
Listening & Understanding
Holistic understanding of the place and its people
To gain insight into the destination's authentic local identity, assets, challenges, community aspirations, and the deeper needs/desires of responsible travelers.
02
Co-Creation & Community Empowerment
Collaborative development with the local community.
To ensure your tourism product development aligns with community values, benefits residents directly, and reflects the authentic character of the place. Empowering locals as hosts and storytellers.
03
Curation & Connection
Guiding travellers towards meaningful experiences that align with the destination's needs.
To connect the right travelers with the right experiences in a way that fosters respect, understanding, and transformation for both visitor and place.​
04
Amplifying Authentic Voices
Facilitating and amplifying the diverse voices within the destination.
To present a true, multi-faceted narrative of the place, building trust and connection through genuine perspectives and unique and experiential product development.
05
Measurement & Adaptation
Measuring the benefits to the destination and the quality of both the community & visitor experience.​
To understand the true impact of tourism (positive and negative) and adapt strategies to ensure long-term sustainability for the community.
Why this matters
A structured product development approach helps organisations:
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move beyond standard itineraries and generic offers
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create experiences rooted in place, people and story
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ensure products are practical, deliverable and commercially viable
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adapt and evolve offers in line with market expectations
Well-designed products not only attract the right audiences, but also support long-term relevance and resilience.
Who this service is for
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tour operators and DMCs developing new products or refining existing ones
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destinations and DMOs coordinating experience development across stakeholders
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accommodation providers and experience suppliers integrating new itineraries in their offer
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organisations seeking to strengthen their offer for international markets