Creating Unforgettable Memories with Events and Immersive Experiences

At the Land Leisure & Tourism Show 2025, one of the most engaging and forward-thinking panel discussions explored how destinations can create meaningful, memory-driven experiences that turn visitors into loyal advocates.

Chaired by Janet Uttley from VisitEngland, the session brought together Sam Beech of Laughing Bulldog Events, Stuart Beare of Tulleys Farm, and David Alvarez of TUI Hotels & Resorts to examine how immersive events, from seasonal attractions to full-scale resort programming, are reshaping the visitor economy.

The central theme was clear: in a competitive market, experiences are no longer an add-on. They are the product.

From local attraction to international benchmark

Stuart Beare shared the journey of Tulleys Farm, which has evolved from a regional attraction into an internationally recognised leader in experiential events. Its success, he explained, is rooted in constant innovation, meticulous operational planning and an unwavering focus on safety and delivery standards.

Ambition must be matched by execution. Creativity excites audiences, but operational excellence keeps them coming back.

Starting smart and scaling sustainably

For smaller venues, Sam Beech offered practical guidance on building events that are commercially viable and authentic. “What you need to do first is start the conversations going,” he advised. “What are people doing? What are your competitors doing? And what can you be doing that would be unique to you?”

Defining a clear USP is essential. Rather than chasing large intellectual properties or overextending in year one, Beech encouraged operators to build credibility gradually.

“We have seen a lot of events fail because their ambition is that they will fly from day one,” he explained. “You have to gain credibility from the first event, prove that you can do it well, and that will keep people coming back.”

Influencer marketing was also discussed, with Beech noting that the right partnerships, often local, trusted voices, can deliver stronger engagement and return on investment than high-profile names alone.

Global perspective and guest value

David Alvarez offered insight from an international resort perspective, highlighting how wellness, cultural authenticity and strategic partnerships enhance the guest journey. Experiences that feel rooted in place and purpose resonate most strongly.

Janet Uttley reinforced that well-executed experiences attract high-value audiences. “What we are really seeing is that those customers that can really see a return, if you can get it right for them, these are the customers that are spending,” she said.

Experience first, revenue follows

Across the discussion, several principles stood out: create urgency through limited-time events; curate every touchpoint so food, retail and entertainment feel cohesive; surprise guests with unexpected moments; and engage local partners early, from suppliers to safety advisory groups.

Above all, the panel agreed that unforgettable events begin with purpose, people and planning. When guest experience leads and revenue follows, destinations don’t just host events, they build memories that drive repeat visits and long-term brand loyalty.