Feeling like your tourism offering no longer connects like it used to? That is normal. Every destination, attraction or community goes through changes over time. Giving your brand a thoughtful update, one that honours your roots while introducing new energy, can help you reach current guests as well as attract people who have never visited before.
Here’s how we approach this kind of transformation, using lessons from real projects and a mix of imagination, practical strategy and empathy.
Get Clear on What Makes You Unique
Before you make changes, take a step back and think about your purpose and the lasting impression you want to leave with guests. Ask yourself why your experience matters right now. Look at the stories you tell. Do they truly express the values and feelings you want to be known for?
Bring your team together for a session where everyone shares the words, themes and big ideas that define your vibe and future goals. Getting clarity here will guide every decision you make from this point forward.
Our work with St. Vital Centre shows what happens when you choose the right direction. That “Everyday Inspired” message didn’t just become a slogan. It helped the team put real local stories and faces front and centre, making everything about the update feel authentic and relevant.
Listen to What Your Guests and Community Have to Say
Nothing beats honest feedback. The people who love your experience, the ones just discovering it and even your own team are the best sources for real answers. Reach out and ask: what do they love most, what would they change and what stories matter to them?
Take a hands-on approach to research. Host quick interviews, collect stories or run mini-audits to make sure your plans match real needs and wishes. Better yet, let your community help decide what comes next.
In our work with Huddle, the process involved over a hundred young Manitobans in creative workshops. These weren’t just surveys. Youth helped shape the brand name, made design choices and brought their own stories to life. The result genuinely reflected the people it was built for.
Bring Your Identity to Life Visually and Beyond
A refreshed brand is more than a new logo or a few updated colours. Try experiencing your space with a fresh perspective: move through as a guest, look carefully at signs, uniforms and digital photos. Is there anything that feels mismatched, dated or overlooked?
Sit down with your team and look for places where your visual language can better match who you are now. This might mean bold new signage, refreshed staff materials or digital updates. These details tell your story to everyone who walks through.
Design Spaces and Touchpoints Guests Want to Share
Unforgettable moments rarely happen by accident. Think about where guests linger, snap pictures or celebrate, and turn those places into vibrant backdrops for sharing, playing and connecting.
Plan experiences that invite photos, interaction and social sharing. As highlighted in McKinsey insights on experience-driven travel, today’s travellers are increasingly drawn to memorable, immersive experiences they can connect with and share. The more you encourage these natural moments, the more guests become storytellers for your destination.
The Travel Manitoba warming hut installation stood out for exactly this reason. The mirrored design on the river trail pulled people together in playful, “Instagrammable” ways. Visitors and the landscape itself became part of the art, making it easy to share joyful memories.
Root Your Refresh in Local, Inclusive Energy
True updates come from within the community. Draw on local culture, feature real people and make sure everyone feels welcome. Think about accessibility at every step, and let authenticity guide your decisions.
The St. Vital Centre brand refresh did this well by showcasing community members through open casting and multicultural media. Our work with Huddle tapped into diverse youth perspectives, creating a space full of playful, inclusive character.
Keep Your Look Consistent Everywhere
When you give your tourism brand a refresh, let it show up in every single guest touchpoint. From the physical space to your social channels, everything should align with your new message and visual style.
Behind-the-scenes glimpses go a long way toward making this real for your audience. Show your process, highlight your team and invite the community along for the ride.
A consistent refresh should carry across everything from signage and social posts to video, print and behind-the-scenes content. When every touchpoint reflects the same story and energy, the transformation feels more authentic and memorable.
Wrapping Up
Refreshing a tourism brand is not about erasing your story. It’s about honouring where you started and evolving your personality, purpose and energy to match your vision for tomorrow.
Begin by knowing yourself, listen to your community, look for opportunities to create connection and inclusion and don’t be afraid to let your space and story evolve. Thoughtful updates spark curiosity, strengthen connection and keep both new and returning guests engaged for the long haul.
FAQ
Why should you update your tourism experience’s look and feel?
Giving your destination or attraction a visual and emotional update helps you reconnect with loyal guests and invite new ones. It keeps your offering fresh and memorable without losing sight of what makes you unique.
How can you clarify what your tourism experience stands for?
Start by naming your core purpose and the feelings you want visitors to take away. Collaborate with your team to define key words and values, and let these guide your update at every step.
What’s the value of listening to your community and guests during a refresh?
Inviting honest feedback from guests, staff and locals ensures your update feels real and inclusive. By making space for people’s input and stories, you create an experience everyone can be proud of.
How do you express your renewed story through visuals and space?
Look at everything guests see and touch, including signage, graphics, uniforms and digital platforms. Brainstorm updates as a group so your refreshed story comes through at every turn.
What makes tourism experiences more interactive and shareable?
Plan for moments and places that guests want to photograph and talk about. Think about the kinds of experiences that spark connections, encourage curiosity and create memories people are excited to share.
Why does it matter to keep your refresh local, inclusive and welcoming?
Grounding your update in local culture and community stories makes you stand out and helps visitors feel like they belong. Including real people and prioritizing accessibility shows everyone there’s a place for them.
How do you make sure your new branding feels consistent?
Share your fresh look and message across all channels, from your physical space to social and digital platforms. Let your audience see behind the scenes, and use every touchpoint as an invitation into your new story.
