My family and I are heading to Disneyland very soon for a long waited family holiday. We chose the original Disneyland over all the other Disney parks because of one man – Walt Disney.

I’ve always been fascinated by Walt and his legacy. He was a creative storyteller and innovator in the entertainment industry however, to me, he’s also an icon of tourism and visitor experience.

You see, Walt Disney wasn’t just a creative visionary. He was a keen observer. He understood that in creating Disneyland, the key to its success lay not just in its magical attractions, but in the experiences of its guests.

Legend has it Walt Disney would often stroll through the park or wait in queues in disguise, listening to conversations, observing visitor behaviour, and even picking up discarded trash to understand what was – and wasn’t – working.

He knew true innovation came from understanding the needs and desires of people experiencing his creation. This ‘ears to the ground’ approach and ‘keep moving forward’ philosophy became ingrained in Disneyland’s park operations, with staff encouraged to actively solicit feedback and constantly improve the visitor experience.

These principles are still very strongly ingrained in Disneyland today. The park is constantly evolving. It’s not just new rides. It’s interactive immersion and the constant incremental improvements that ensure Disneyland continues to attract millions of visitors every year.

For our own tourism context, there’s lessons we can learn from Walt Disney’s approach:

• Active Listening: We can encourage staff to engage with visitors, not just to serve them, but to genuinely listen to their feedback. What did they enjoy? What could be better? Were there any pain points in their journey?
• Observation: Pay attention to visitor behaviour. Where do they linger? What part of your visitor experience draws the biggest crowds? Are there areas where visitors seem confused or frustrated?
• Feedback Mechanisms: We can make it easy for visitors to share their thoughts with you. Online surveys, suggestion boxes, or even QR codes linking to feedback forms, even offering small incentives for participation.
• Social Media Monitoring: Keep an eye on social media platforms for mentions of your business. What are people saying online?
• Mystery Shopping: Consider using mystery shoppers to experience your business from a visitor’s perspective. This can help identify areas for improvement that might not be obvious to your staff.
• Community Collaboration: Engage with other operators and share insights. A collaborative approach leads to a better overall visitor experience.

As Walt Disney demonstrated, a visitor-centric approach continually refines your offerings. As a result, you’ll create truly memorable experiences, attract more visitors, inspire them to return and grow your business.

Walt Disney would barely recognise Disneyland today – but he would no doubt be incredibly proud of his enduring tourism and visitor experience legacy.