Tourism businesses must respond to customers' appetite for totally immersive holiday experiences, writes Philippa Harris, managing director of Take One Media.
It's the latest trend in tourism: visitors are looking for new and different experiences – experiences that completely immerse them in the ambience of their holiday break environment.
So the question is: how to get them to visit you in Norfolk?
A themed approach to your communication will build an engaging story about your unique features - talking of local experiences will really bring what you are offering to life.
Consider a range of things to find the right theme for you.
That could be famous people, sporting connections, chefs, food, music, TV & film production or festivals.
There is lots going on around you that a visitor may not be aware of – so tell them your specific story.
A great place to start is to link into Visit England's celebration of the 'Year of Literary Greats'.
Norfolk can add much of its own to this with William Wordsworth, Anna Sewell, and Arthur Ransome taking their inspiration from the area, to name just three.
Ransome used Horning Staithe as his central location for two classic children's stories, Anna Sewell of 'Black Beauty' fame grew up near St Nicholas' Church in Great Yarmouth, and Wordsworth was so taken with the Norfolk countryside that he penned a sonnet about it on a visit to Forncett St Peter in 1790.
Or explore the connection with food and drink – visitors increasingly want to experience an area through its food and drink, including award-winning craft beers and gins.
And many festivals go on throughout the county each year – so many that a visitor will not be aware of the opportunities close to you.
For example, there's the UEA Spring Literary Festival, the Norfolk and Norwich Festival, the Norwich Crime Writing Festival, the Cromer and Sheringham Crab & Lobster Festival to name just a few – the list goes on!
Such details bring your specific part of Norfolk to life, and give a sense of the ambience of the place.
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