I don’t usually watch talent shows, but every now and a throwback to The X Factor catches my attention. It got me thinking about that elusive quality we often call the “X Factor” that special something that makes a place stand out.
In tourism, some rural towns and villages have successfully identified their X Factor and built a destination around it. But there are countless other communities with something equally special that simply don’t see it yet.
Community Tourism
At the heart of community tourism is helping communities recognise what makes them unique, celebrate it, and use it to create a stronger, more vibrant future.
The goal isn’t to attract ever-increasing visitor numbers. Instead, it’s about welcoming the right visitors — people who value authentic experiences and whose presence contributes positively to local life and local economies.
The Community Tourism V Factor
So perhaps it’s time to stop talking about the X Factor and start talking about the V Factor.
V is for Village
There is something incredibly special about village life. The local people going about their day-to-day lives. Independent shops. Local food. Community newspapers. Traditional music. Familiar faces and warm welcomes.
These are not ordinary things. They are the very experiences many visitors are searching for.
V is for Value
What feels everyday to us often holds tremendous value for visitors.
Our accents, traditions, stories, landscapes, trails, public art, murals, street furniture, and gathering places all contribute to a sense of place. Supporting local businesses and preserving community character adds value not only for visitors but for residents too.
V is for Visitor
Visitors bring more than spending power.
They become storytellers, sharing their experiences with others. They create memories, build connections, and contribute to the sustainability of small communities. Every positive experience has the potential to inspire another journey, another conversation, and another opportunity for a rural community to thrive.
As communities, we have a responsibility to recognise how tourism can support the sustainability of rural living. Equally, visitors should understand the important role they play in helping communities flourish rather than simply survive.
Village. Value. Visitor.
That’s the real V Factor. We have a community tourism workshop happening in the autumn which can help you decipher what the first steps to unlocking your community’s potential.