A Warmer Welcome

A thoughtful welcome is more than a smile — it’s the foundation of a visitor experience

Welcomes are powerful. A visitor’s very first impression — online, on the doorstep, or at the counter — sets the tone for everything that follows. If they feel acknowledged, comfortable, and cared for, they’re more likely to stay longer, spend more, return again, and tell others.

When every business in town “raises the welcome,” the whole destination feels more inviting. This builds Critical Mass — plenty to do, interesting variety, and shared prosperity. In short: it’s how we achieve Better, not Busier.

How to raise the welcome

A warm welcome isn’t a single moment — it’s an end-to-end experience. It begins when visitors first discover you online, continues at the door and throughout their time with you, and lingers even after they’ve left. Each stage matters: clarity before arrival, warmth on entry, ease during the visit, and a lasting impression afterwards. Together, these touches create a seamless sense of care that makes people feel truly at home.

Before Arrival

Make sure websites, social media, and online listings clearly show opening times, directions, prices, and what makes your business special.

At the Door

Create an immediate sense of warmth with a friendly greeting, clear signage, and an inviting entrance.

During Their Visit

Keep things easy and consistent: menus, maps, and prices should be simple, staff approachable and proactive, with small touches that make people feel valued.

Afterwards

Leave a lasting impression with a thank you, a friendly farewell, or a thoughtful follow-up online — so visitors remember you long after they’ve gone.

Inclusivity and accessibility

A true welcome reaches everyone:

  • Consider dietary needs and cultural differences

  • Provide ramps or clear pathways where possible

  • Use simple, inclusive language on menus and signage

  • Train staff to be confident with different visitor needs

The Visitor Lens

It’s easy to see your business through your own eyes, but visitors arrive with no local knowledge and fresh expectations. Putting yourself in their shoes helps you spot gaps, frustrations, and opportunities for delight that you might miss.

  • Before they arrive
    • Is it easy for them to find you online?
    • Do your opening times, prices, and directions appear clearly everywhere?
    • Would they feel confident planning a trip based on the information you’ve provided?
  • At the door
    • Does the entrance feel inviting?
    • Is it obvious how to get in, where to queue, or where to sit?
    • Would a first-time visitor feel nervous or welcomed straight away?
  • During the visit
    • Are things simple to understand?
    • Can they order, explore, or buy without hesitation?
    • Do they know what’s special about your offer, or are they left guessing?
  • Afterwards
    • What will they remember and talk about?
    • Will they leave smiling, with a story worth sharing — or just a transaction forgotten the next day?

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Using the Visitor Lens means spotting the moments that matter most and shaping them into positive memories. And when every business takes this view, the whole destination feels seamless and welcoming — exactly how we build Critical Mass and move towards Better, not Busier.

The Heart of a Warmer Welcome

A true welcome is more than processes and signage — it’s the energy behind them. Visitors quickly pick up on tone, body language, and atmosphere. If the greeting feels rushed or mechanical, the impression is cold, no matter how many systems are in place.

What makes the difference is:

  • Energy – a sense of life and attentiveness, showing visitors they matter.

  • Enthusiasm – genuine interest in sharing what you offer and pride in your place.

  • Passion – that spark of care that turns routine service into memorable hospitality.

These qualities can’t be faked, but they can be nurtured. They come from staff feeling valued, confident in their roles, and connected to the bigger picture. Remind your team that every warm welcome helps make the pie bigger — because a visitor who feels uplifted is far more likely to stay, spend, and return.

When energy and enthusiasm shine through, the welcome becomes contagious. Visitors leave not just satisfied, but inspired to tell others. That is Better, not Busier in action.

Remember to GLOW

A warmer welcome isn’t about scripts or routines — it’s about the spark you bring to every interaction. Think GLOW:

  • Greet – make the first moment count with eye contact, a smile, or a simple hello.

  • Lift – bring energy and encouragement, so visitors feel they’ve made the right choice walking through your door.

  • Open – be approachable and inclusive, ready to help with clarity and kindness.

  • Wow – add a little extra touch that turns service into a story worth sharing.

When you and your team remember to GLOW, the welcome shines brighter. It spreads warmth across the whole destination, helping to make the pie bigger and move us closer to Better, not Busier.

Better, Not Busier!

We’ve created 10 simple cards, each with one idea to help our towns thrive. Every card explains why it matters, how it helps tourism, and what small actions you can take today.