Our guests want more than just to see the sights when they travel to Queensland.

They are looking for an 'experience' - that emotional feeling or personal achievement they get from engaging in unforgettable and inspiring activities which touch them emotionally and connect them with special places, people and cultures.

'The tourism product is what the customer buys, the tourism experience is what they remember.'

The following resources have been developed to assist Queensland tourism businesses to deliver world-class visitor experiences:

Experience Development - Delivering World Class Experiences

Delivering world-class experiences
The Experience Development section (section 2) of the Big Marketing Guides covers:
  • What is an experience?
  • Who is the Experience Seeker?
  • How to move from a product to an experience
  • How to leverage your destination Hero Experiences
  • What is your Signature Experience?
  • The G.U.E.S.T philosophy - go beyond customer service
Extraordinary Experiences through Storytelling

Extraordinary experiences through storytelling
Everyone loves a good story, it is through stories that we all connect. Discover how your business can use storytelling to create memorable experiences for your guests. TEQ has developed a Storytelling toolkit and supporting videos to guide operators though how to discover, develop and deliver a story. Check out our Storytelling Toolkit for more information.
Inspiring Experiental Travel
Create your ‘wow’ experiences – Start Here!
Created in partnership with Griffith University the experience development factsheets and video series will guide you through creating visitor experiences with wow factor. The videos feature Queensland tourism businesses.
  • Module 1: Inspiring Experiential Travel
  • Module 2: Creating a memorable experience
  • Module 3: Knowing your guest and what they want
  • Module 4: Storytellers, bringing the experience to life
  • Module 5: Creating moments of surprise and delight

Creating WOW Experiences

Tourism and Events Queensland, in partnership with Griffith University, has developed the Creating WOW Experiences video series and supporting resources to assist tourism operators to respond to increasing visitor demand for exciting, engaging and authentic experiences. The resources will explore how to bring your experience to life through story making and experiential marketing.    

Module 1: Inspiring Experiential Travel
Evolve and revolutionise. Look to provide awe-inspiring, positive word-of-mouth, holiday-of-a-lifetime experiences. 

Worksheet 1



Module 2: Creating a Memorable Experience
What experience do you offer, what are your region's hero experiences, how can you leverage off these and what hidden gems could you share? 


Worksheet 2



Module 3: Knowing Your Guest and What they Want
Understand your current guests, identify who is your ideal customer, and adapt to changing markets. 


Experience Development Worksheet three

Worksheet 3


Module 4: Storytellers - Bringing the Experience to Life

What are you passionate about in your destination? What can you share? How can you weave your story into the product delivery? How can you surprise and delight your customers? 

Experience Development Worksheet four
Worksheet 4




Module 5: Creating Moments of Surprise and Delight

What is your destination brand promise and how does the experience you offer connect to it? Do your staff live the brand and what can you do to improve it?
 Experience Development worksheet five
Worksheet 5

Delivering the Promise
Every business across the tourism spectrum has a role to play in delivering the visitor experience. The Hero Experiences Guidebook will help inspire you to deliver the best experiences for your visitors and help your business prosper. 

Cover Image of Hero Experience Guidebook
Hero Experiences Guidebook - Creating memorable visitor experiences