Exploring and enhancing the visitor experience

We recognise that tourism is a highly personal product and that every experience is completely unique. This strategic research program focuses on developing a better understanding of how tourists experience and process a range of interactive touch points in planning, consuming and evaluating tourism systems.

Our researchers value the opportunity to connect with destination marketers, government representatives and businesses to further explore and improve customer experience in tourism. There is a focus on both domestic and international tourist experiences.

Partnerships and collaborations

  • Department of Psychology (Griffith University)
  • Department of Environmental Science (Griffith University)
  • Griffith Film School
  • Heart Foundation Research Centre
  • Surfers Paradise Alliance
  • City of Gold Coast and Gold Coast Tourism
  • Yugambeh Museum
  • Murweh Shire Council and Cosmos Centre
  • Riverlife
  • Shanghai Normal University
  • University of Queensland


  • City of Gold Coast
  • Hotels
  • Event organisers
  • Tourism organisations
  • Tourism businesses/operators
  • Zoos/aquariums
  • National parks agencies
  • Museums

Using Innovative Technology

Eye tracking provides a very precise, objective and quantitative measure of what part of a picture or image a person is looking at. It is based on tracking the pupils of the eye using infra-red light. At GIFT, we use eye-tracking technology to evaluate and improve the effectiveness of tourism advertising.

Explore our flagship projects