5Es: Entice

You are reading the Entice chapter of our 5 Es of Visitor Experience article series. Click here to start from chapter 1.


How will our future customers first hear about you?
What will trigger their interest?

Look at what you offer to entice visitors for the first time and to return. Tourists want to be able to trust that you will maintain the quality that they expect. But you also need to be able to offer something fresh and unlike anywhere else to entice visitors back time after time, the promise of something new and a tangible evolution within that quality and brand expectation.

Use your buildings and grounds to entice:

  • A great street presence will grab those drive by visitors – be intriguing and distinctive. Just like a good cover to a book, spark enough curiosity to entice your audience to pick it up.
  • Have such an interesting building and experience inside that people are drawn to see it – D’Arenburg Cube and the South Australian painted silos.
  • Use construction and refurbishment works as a marketing campaign to bring visitors to see how you’ve changed.
  • Events and one-off opportunities, temporary exhibitions or guest contributors.
  • Identify an area that can be changed with the season or reflecting what is happening in the region so there is something new to look at – Myer Christmas window display in Melbourne.
  • Be consistent across your marketing, branding, physical presence and visitor experiences to build a reputation.
  • If it can’t be intriguing, at least make it distinctive – Most Australians are familiar with National Tiles. Why? Because of those radio ads with Frank Walker: Helloooooo!

Continue to the next chapter of our 5 Es of Visitor Experience article series.

Click here to start from the beginning, or jump to Entice, Enter, Engage, Exit, and Extend, and Mapping the Journey.



For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.