Experience is your edge. Use it wisely.
The VX Society is an invitation—to design with heart, lead with intention, and reimagine what’s possible when we stop selling to people and start designing for them.
The most powerful tool in tourism isn’t marketing—it’s experiential design. And the most enduring destinations aren’t just built. They’re felt.
The VX Society is a high-impact, strategy-meets-humanity guide to unforgettable visitor experiences—from the sidewalk to the summit, from point of sale to point of soul. Written for destination leaders, hospitality pros, and place-based visionaries, it reframes our role: not just as managers or marketers—but as architects of meaning.
Inside, you’ll discover:
A tested framework—rooted in psychology, behavioral science, and human-centered design—for spotting friction, uncovering hidden opportunities, and creating moments that matter.
6 VX Pillars—a foundation for building experiences that are seamless, serendipitous, and genuinely scalable.
Real-world stories, offbeat ideas, and imaginative sparks you can activate tomorrow.
And a hands-on Playbook with tools, prompts, and self-assessments to turn insight into action.
Whether you lead a destination, resort, coffee shop, bookstore, guide and outfitter business—or anything in between—this is your invitation to meet the moment with clarity, care, and creativity. Because when you do, the foot traffic, five stars, and financial return will follow.