Attracting new visitors to heritage sites today is about more than history alone. People are looking for unique, immersive experiences that give them something beyond what they’d find in a guidebook. Recently, I attended a VisitScotland webinar that got me thinking about fresh ways heritage sites can stand out, create more demand, and truly engage visitors. Here, I’ll share insights on designing exclusive offerings, creating valuable add-ons, and building relationships with travel trade partners—all with the aim of bringing more visitors to your site.
Exclusive experiences that captivate
When it comes to heritage sites, exclusivity is key. Visitors love the idea of accessing something special, whether that’s a behind-the-scenes tour, a chance to learn a traditional skill, or even a farm visit that’s not usually open to the public. Consider what unique aspects of your site you could offer as an ‘exclusive’ experience.
Here are a few ideas from the webinar that resonated with me.
Hands-on activities
Offering visitors the chance to make something—like traditional crafts, baking, or working with local produce—adds value and allows them to leave with something tangible.
Behind-the-scenes access
People are naturally curious about what goes on behind closed doors. Could you offer a guided tour of areas that are usually off-limits, like restoration workshops or archive rooms?
Community-focused experiences
Many travellers are keen to give back. Connecting visitors with opportunities to support the local community—such as volunteer activities or purchasing from local artisans—can add a meaningful dimension to their trip.
Add value with bookable add-ons
Think of your core offerings as a foundation, and then consider add-ons that enhance the experience. These could range from local food tastings to twilight tours. Not only do these extras make your site more memorable, but they also give visitors more reasons to stay longer and share their experience.
You can always go one step further to add packages, and see what works in the market. You've added a food tasting? Meet the chef who cooked it. The cheesemonger who provided it. Visit the farm where milk's produced. Watch a traditional milking demonstration. Milk a cow. A cheese scone baking class to make your own to take home.
Another example could be offering a meet and greet with a local historian, or a curator-led talk where visitors can handle artefacts, can add immense value. Special events like extended opening hours or evening tours under the stars are other ways to make your site a more interesting destination. And if you're working with the travel trade, consider making some of these exclusive to their clients; this adds a layer of appeal for visitors looking for something they can’t book directly.
Working with the travel trade
If you’re interested in growing your audience, consider collaborating with travel trade partners like Destination Management Companies (DMCs) and Travel Advisors. Travel trade professionals can introduce your site to international visitors and, in return, they’re looking for unique, commissionable experiences they can offer their clients.
Here’s what to consider:
Offer commission: Make it worth their while to promote your site by offering a commission on each booking.
Create exclusivity: Offer them something that visitors can’t book directly on your website—whether it’s early access, a private tour, or a special workshop.
To get started, VisitScotland has resources that can help heritage sites understand and connect with the travel trade. Reach out at traveltrade@visitscotland.com, or check out their toolkit at toolkit.visitscotland.org.
Want to be in demand? Control supply
One concept that stood out to me in a book I read recently, Oversubscribed by Daniel Priestley, is the idea of keeping demand slightly above supply. The goal is to build excitement around your offerings, perhaps by doing limited releases for special experiences.
For example, you could run seasonal workshops or exclusive tours that require pre-booking, giving potential visitors a sense of urgency and exclusivity. By creating limited releases, you can increase demand while ensuring visitors feel like they’re part of something unique.
Free attractions can benefit from upselling too
Even if you operate a free-to-enter heritage site, you can still offer added value. Guided tours, local food and drink, storytelling sessions, and even curator talks are all ways to enrich the visitor experience. Partnering with nearby businesses can help, too—offering joint packages with local cafes, shops, or other attractions encourages people to explore more while supporting the local community.
What are your heritage visitor attraction experiences?
Attracting more visitors to your heritage site often boils down to creating an experience they can’t find anywhere else. Whether it’s a unique tour, an exclusive workshop, or a chance to meet local artisans, finding ways to stand out can make all the difference. And by working with the travel trade, you open up opportunities to reach visitors from around the world who are looking for precisely the kind of authentic, memorable experience your site offers.
If you’re looking to make your heritage site a must-visit destination, now’s the time to think about the exclusives and experiences you can create.
What could you add to make your site truly one-of-a-kind?
One Monumental Moment
To attract high-value visitors from across the world, partner with the travel trade. Offer them an exclusive experience they can’t get anywhere else. Design a special event—like an early-access tour, a private meet-and-greet with a curator, or a hands-on workshop—and make it available only through travel advisors. By giving the travel trade something unique to promote, you’ll expand your reach, build demand, and create an experience that turns one-time visitors into lifelong advocates.
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