Barossa Valley Welcome Centre 10

The 5Es of Visitor Experience

The 5 Es is a map of the five stages that customers go through – Entice, Enter, Engage, Exit, and Extend.

It’s a tool that we’ve developed is based on the 5 Es of Customer Journey. It’s actually a system that was developed in the retail marketing sector, but we’ve pulled it apart for tourism and specifically in relation to a physical place, to help you understand some goals for a designing a visitor experience.

We suggest that the first thing you do is map out the path and the process that they go through now, so you’ve got a picture of what it looks like today. Then you can start looking at ways to improve it, and brand it and make it unique.

This is a process specifically targeting places, but I’m sure you can see how it would apply on a larger scale across your marketing and post sales engagement as well.

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

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.