NOTE: This article about experiential tourism was originally published in 2021. Today, in honor of Father’s Day, I am republishing it because it features my Dad, one of the coolest guys I know. At the age of 75 drove a dogsled! As a bonus, you’ll also see my travel partner & inspiration (my husband), the other truly cool man in my life.
Today, experiential tourism has become a word that tour operators use to package excursions, market their product and upcharge the customer. Once upon a time, experiential tourism was a new concept that was intended to give visitors a deeper understanding of a new place.
Beyond visiting the typical destinations on the itinerary, it was about the visitor experiencing something they never had before and connecting emotionally with their destination. Experiential tourism can mean a higher level of education and compassion. The experience can be small, or it could really have that “wow” factor. Either way, if done right, it will be one of the top memories for the traveler.
Small Yet Impactful
When I was in Denver, Colorado I discovered that the Denver Art Museum was 15 minutes from our hotel. My husband was in meetings so, I had all day to explore! Since I am a museum lover, it is no surprise that among the five floors of paintings, sculptures and antique furniture exhibits, I found plenty of pieces to love. What was the thing I talked about most when I got home? The sketch pads and “bonus cards.”
In several rooms, the museum staff had placed comfortable chairs and sketch pads. This method encourages visitors to not just view art but, to participate in the art. They provided a way for visitors, if inspired, to grab a pencil and create their own sketch of anything they wanted.
In addition, several pieces in each gallery had “bonus cards” on the wall next to them. These cards gave copious amounts of unique information about the piece. For example, in the photo below, the “bonus card” on the wall matches the black still life on the right. The card explained the significance of the different varieties of flowers in the still life. It explained that some of those would not have grown in the region where the painting was created, and therefore, were likely imagined by the artist. Some “bonus cards” told rarely known facts about the artist. It gave me a completely different understanding of those works.
When my husband and I spent time in Scotland, we visited Edinburgh Castle. This is a huge property on a hill. It overlooks the entire city, and it can easily take half-a-day to tour the entire place. One of the most memorable experiences we had that day was the plaid demonstration. Most Americans are familiar with kilts. These are tidily pleated skirt-like garments that Scottish men still wear today for formal occasions. However, in more ancient times, day-to-day casualwear included a plaid. This was a huge rectangle of fabric in your family’s pattern of tartan. Men would use it for clothing on the bottom, for a jacket in the cold and rain, and for a blanket when camping “in the rough.”
Many Americans (unless they’ve seen episodes of Outlander) are not familiar with the plaid. A staff member of the castle asked for a volunteer. My husband’s hand eagerly shot up. He went to the front of the great hall and was patiently shown step-by-step how to lay down and roll into the sheet of fabric, how to tie it up and how to secure it. As my husband stood there in jeans and a sweater with his new plaid wrapped around him, the reason Scotsmen are so rugged was driven home.
Imagine it is 1750 and you are clad in nothing but a shirt, a plaid, and boots. Winter is coming and you are on horseback. Seeing him parade around the room past the other guests, as his instructor asked, is a history lesson neither of us will soon forget.
Experiential Tourism: That “Wow” Factor
When it comes to experiential tourism, some travelers subscribe to the “Go Big or Go Home” theory. Both in their 70’s, Jim and Pat Strauss knew they would likely only see Norway once so, given the opportunity to have a once-in-a-lifetime experience, they had no desire to refuse. In Alta, Norway, Jim became a musher (dog sled racer) for a day. They donned thickly quilted one-piece snowsuits, and Pacs (boots insulated with thick felt liners). Their guide/instructor for the experience was Roger, a retired, champion musher.
“We followed Roger out to where the dogs live, each in his/her own small wooden doghouse. The entry of humans into the dogs’ compound causes a commotion. Roger explained that the dogs live to run and pull a sled so each one wants to be chosen for today’s run. The din was equivalent to each of twenty or so dogs yelling ‘pick me, pick me’,” Strauss said.
Mr. Strauss was designated the musher and his wife, as the passenger, held on for dear life. Strauss learned how to operate two footbrakes while standing on the sled rails.
“We mushed for approximately three miles through woods, across a road, through a field and back to the starting point. I have to say that mushing is one of the most physically taxing activities I have ever done. It is exhausting and, especially so for a nervous novice,” Strauss recalled.
As most travelers know, often the best stories are about when things don’t go smoothly. The Strausses wanted an authentic experience, and that’s just what they got when they accidentally flipped their sled.
“I lost my concentration, and the dogs took a hard left to follow the path and dumped us in about four feet of powder snow. I fell face down, as did Pat who had her leg caught under the sled. We tried to get up, but the loose snow allowed nothing to push against. Fortunately, the other mushers and passengers ran over to help, and we were up and back on the sled quickly.”
Today, as part of experiential travel, there are opportunities to gain a deeper understanding of a place and its people by volunteering in a field you are passionate about. For some people that may be helping to run a farm or work on a sustainability project or work with a children’s charity. Whatever you are interested in, there is probably a way to combine it with your next vacation. Just remember to be respectful. You are visiting, but others live there (i.e., go easy on the “selfies” in certain situations).
Have you tried experiential tourism? Tell us about it in the comments.
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