Museums, monuments, remarkable sites attract new visitors!
Imagine a tourist site (a medieval castle, an art museum, a historical monument) that, from the moment visitors arrive, exudes quality, precision, and emotion. A place where the welcome is attentive, the information clear, the environment pleasant, and the experience seamless and memorable. A place that visitors recommend, and recommend again and again, and whose reviews attest to a genuine and enthusiastic appreciation.
This is precisely the aim of the Destination of Excellence label . In a context of increasing competition in tourist tourism, standing out no longer relies solely on heritage or the beauty of the location. It is primarily about offering an impeccable overall experience from arrival to departure, encompassing the emotions evoked, comfort, information, and quality of service.
In this article, Girault-Pasqué invites you to explore in depth the concept of the Destination of Excellence label, its usefulness for tourist sites, museums, and monuments, and the central role of quality audits and customer satisfaction analysis in this process. We will see how to structure an effective project, best practices, concrete benefits, and how, step by step, to strive for excellence for your tourist site, but above all, for your visitors.
Why aim for the Destination of Excellence label?
A guarantee of quality for discerning visitors
Tourism has changed. Today, visitors are no longer just looking for “a beautiful visit.” They are looking for a complete experience : fluidity, comfort, meaning, hospitality, interaction, and emotion.
The Destination of Excellence label acts as a sign of trust . For a visitor, it is a clear landmark among hundreds of tourist offerings. It signifies that the site is formally committed to respecting a quality charter, maintaining high standards, listening to visitors, and continuously improving.
Thus, the labeled site confirms that it is not just a heritage site to visit , but a route designed for the visitor: harmonious, reassuring, pleasant.
A lever for competitiveness and visibility
For a tourist site, aiming for this label is also a strategic differentiator . In a saturated market (museums, monuments, heritage parks, theme parks, etc.), offering the guarantee of a recognized label increases credibility. This attracts a wider, more demanding audience, sometimes willing to spend more.
Moreover, such a label promotes word-of-mouth, recommendations, and positive feedback : a virtuous circle where the visitor experience generates new visitors.
For a manager (association, community, private owner) it is a great marketing lever, without needing to reinvent the site: it is mainly about organizing, structuring, formalizing, improving.
What is the Destination of Excellence quality audit?
Definition and purposes
The Destination of Excellence quality audit is a systematic process for evaluating a tourist site (museum, heritage site, monument). The objective? To measure the quality of the experience provided against a pre-established framework: criteria for reception, signage, accessibility, information, services, cleanliness, comfort, safety, satisfaction, etc.
This is not just a one-off check. It is a comprehensive evaluation of the offering, from the customer experience to the organization and logistics, from the human element to the equipment.
The result: a label for sites that meet the standards, but also a clear diagnosis for those that aspire to improvement.
Find out more about the Destination of Excellence label .
Why an audit rather than simple self-monitoring?
You might think, “We know what we offer, we can self-assess.” But the value of a rigorous, independent external audit is that it provides a fresh, objective, and critical perspective .
The auditor leaves no stone unturned. They explore the site like any other visitor, testing the reception, signage, routes, services, information, accessibility, clarity of materials, cleanliness, and maintenance. They can identify weaknesses invisible internally , or details that make all the difference .
Furthermore, the audit provides external credibility . The “Destination of Excellence” label resulting from this process is not based on self-declaration, but on an independent assessment. This carries weight in the confidence of visitors, partners, and tourist offices.
Evaluation criteria: a demanding framework
A Destination of Excellence quality audit is based on a structured framework . Here are the main categories of criteria evaluated:
- Reception and information : staff availability, friendliness, competence, clarity of information, ticketing, opening hours, access, reception of groups, reception of families.
- Signage and wayfinding : clear, legible, attractive signs, in several languages if necessary, interior and exterior directional signage, smooth wayfinding.
- Accessibility : access for people with reduced mobility, parking, transport, adapted toilets, easy circulation, benches, ramps, elevators, visual/sound aids.
- Comfort and services : toilets, food or water points, rest areas, shop, souvenir sales, changing rooms, lockers, Wi-Fi, changing rooms, picnic areas.
- Quality of content : consistency and attractiveness of routes, clarity of labels or audio guides, educational materials, renewal, adaptability to varied audiences (families, school groups, enthusiasts, foreign tourists).
- Cleanliness and maintenance : cleanliness of the premises, regular maintenance, hygiene of sanitary facilities, cleanliness of walkways, safety, maintenance of facilities.
- Safety : compliance with standards, safety signage, fire prevention, emergency access, evacuations, etc.
- Customer satisfaction analysis : collection of opinions, questionnaires, barometers, feedback forms, consideration of feedback, action plan, continuous improvement.
Each of these areas can be rated and weighted, forming the basis of the final assessment. Discover more information about the label by reading our article “ How to obtain the Atout France assessment ”.
How to initiate a process towards the Destination of Excellence label
Step 1: Internal diagnosis and awareness
First and foremost, an honest assessment of the situation must be carried out .
Ask the right questions:
- What is the current feeling among visitors — families, school groups, individuals, foreign tourists?
- What are the strengths of your site — what people regularly like?
- What are the weak points — repeated criticisms, delays, malfunctions, lack of comfort, unclear signage, insufficient reception?
- What services are missing — toilets, benches, comfort, food, shaded areas along the route, lack of accessibility, etc.?
This step requires honesty, perspective, and humility. It can be carried out internally, with your teams, but ideally accompanied by an impartial assessment — perhaps a simple anonymous questionnaire for recent visitors, or a mini internal audit.
Step 2: Implementation of a structured quality approach
Once the strengths and weaknesses have been identified, a clear action plan must be built .
- Define the priorities: what costs little but improves a lot (e.g., signage, panels, readability, benches, accessibility); what requires more budget (sanitary facilities, catering, comfort, equipment); what relates to organization (reception, staff, schedule, ticketing, services).
- Appoint a quality manager — a person in charge of monitoring, actions, and continuous improvement.
- Install simple indicators: number of complaints, visitor return rate, perceived satisfaction, number of accessibilitys, traffic, positive/negative reviews.
- Formalize a schedule of periodic revisions — every 6 months, every season, or every year depending on attendance.
Step 3: External audit + application file
When you feel you have reached a good level, it is time to request an external audit to aim for the Destination of Excellence label.
- Gather all the elements: action plan, indicators, visitor feedback, photos, supporting documents, maintenance reports, route descriptions, accessibility commitments, security plan, etc.
- Ask the certification body to come and assess your site according to the applicable standard.
- The audit must be carried out “like a normal visitor” — ticketing, reception, route, signage, comfort, services.
- Following the audit, a report will be submitted, outlining strengths, weaknesses, and recommendations. If the criteria are met, you may be awarded the label.
The importance of customer satisfaction analysis in the quality approach
Why visitor feedback is central
The visitor experience is the most important factor. No matter how beautiful the place is, how gilded it is, or how authentic the heritage is, if the welcome is cold, the signage nonexistent, or the restrooms dirty, the visitor will leave frustrated.
Customer satisfaction analysis allows us to measure this reality — what really mattered to visitors.
It provides information that is otherwise unrecoverable :
- Subjective feelings — welcome, comfort, coherence of the journey, fluidity, desire to recommend.
- The invisible irritants — queues, difficulty finding your way around, lack of shade or benches, unavailable toilets, absence of simple services.
- Unmet expectations — catering, shop, accessibility, explanations.
This feedback provides valuable material for improving the offering, prioritizing investments, and adjusting services.
Simple tools to analyze satisfaction
You don’t need complex tools. Here are a few ideas:
- Paper or digital questionnaire : handed out on exit, simple, two or three questions + comment space.
- Guest book, suggestion box : a classic tool, but often underutilized.
- Online reviews : encourage visitors to leave a review on your website, on social media, and on tourism platforms.
- Oral interview : short interviews on the way out, or spontaneous reviews from staff.
- Statistical analysis : collection of number of visits, return rate, distribution of profiles (family, individual, groups), reasons for visit, duration, expenses, etc.
The key is to gather information, analyze it, and above all, act on it . Without feedback to visitors on the changes made, the process loses its value.
The continuous improvement loop
Once the feedback has been collected:
- Prioritize actions based on impact and cost.
- Put a clear action plan in place quickly.
- Communicate: show visitors that their feedback is useful.
- At regular intervals (6 months, 1 year), launch a new survey.
Thus, your site evolves, adapts, improves — and gradually gains in quality, reputation, and user-friendliness.
What the Destination of Excellence label actually brings
For the website: credibility, attractiveness, loyalty
- A better image : the label reassures, attracts, encourages visits.
- A feeling of quality from the moment you enter, which often translates into positive reviews, recommendations, and feedback.
- A possible increase in visitor numbers (groups, schools, demanding tourists).
- Improved customer loyalty : satisfied visitors who return, visitors who recommend to others.
- A powerful marketing lever : the label can be highlighted on media, networks, guides, tourist offices.
For visitors: a valuable experience, without any unpleasant surprises
- A high-quality, warm, and informative welcome.
- A smooth, well-signposted, comfortable, and accessible route.
- Appropriate services: sanitary facilities, catering or breaks, rest, shops, depending on the size of the site.
- An enriched, well-organized visit, with clear, educational content adapted to different audiences.
- A feeling of being respected, in one’s comfort, expectations, and time.
For managers: a structuring and sustainable approach
- An optimized internal organization : a point of contact, processes, controls, regular actions.
- A long-term vision of maintenance, accessibility, and quality.
- Better anticipation of needs : budget, maintenance, services, training.
- Enhancing the heritage and human aspects of your site means not just a static space, but a living, evolving place that is attentive to visitors.
Case study: how a small or medium-sized website can succeed
Let’s take the example of a small regional museum, run by an association or a local authority. The budget is limited, the staff small. Everything seems complicated when aiming for a demanding accreditation. And yet…
Here is one possible approach:
- Start with the internal diagnosis
– Bring together volunteers, employees, and stakeholders. Discuss the feedback you have received, comments, what is working well, and what is causing problems.
– Conduct a “mystery” tour internally — as if you were a tourist: reception, signage, route, flow, comfort, toilets, shop. Note everything. - Gathering visitor feedback
– Set up a guestbook or suggestion box.
– Implement a short, simple questionnaire at the exit.
– Encourage visitors to leave a review online or write to you. - Identify priority actions
– For example: improve signage (signs, directional arrows) – often inexpensive but with a high impact.
– Add a bench or rest area.
– Install toilets or a water fountain, or simply maintain existing facilities more effectively.
– Train staff (or volunteers) in welcoming, informing, guiding, and listening skills. - Establish a quality manager
– Even part-time, a person who takes charge of quality monitoring, feedback, actions, and controls.
– They can organize quarterly or semi-annual reviews. - Requesting an external audit
– Once you have addressed the most critical issues, request an audit.
– Prepare a file: action plan, photos, reports, feedback.
– Welcome the auditor as a regular visitor, under their impartial gaze. - Commit to continuous improvement
– Gather visitor feedback after the audit.
– Address identified weaknesses.
– Schedule regular checks.
– Communicate your progress – on the website, social media, and to tourist offices – to promote the label.
Even a small museum can, with willpower, a little organization, and a few targeted actions, obtain a Destination of Excellence label.
Common obstacles & How to overcome them
(Obstacle) Lack of budget or resources
Solution : prioritize high-value/low-cost actions—signage, wayfinding, benches, restrooms, cleanliness, reception. These “small details” can already transform the experience. The key is consistency and follow-through.
(Obstacle) Weak internal will or resistance
Solution : Raise awareness among stakeholders (volunteers, elected officials, employees) about the benefits of a quality approach — explain the advantages, the impact, and the difference for the visitor. Involve everyone — a collective project is more motivating.
(Obstacle) Difficulty in formalizing processes
Solution : appoint a quality manager, define simple indicators, create a monitoring schedule, and make the process visible. Even a basic organizational structure can improve quality.
(Obstacle) Fear of not being up to the task
Solution : start with an honest assessment of the current situation, be transparent about limitations, aim for continuous improvement, and accept criticism. An audit is not a moral judgment, but a tool for progress.
Trends & Perspectives for Visitor Tourism
The evolution of visitor expectations
Today’s visitors — in 2025 — are more demanding, more informed, more sensitive . They travel less superficially: they seek meaning, authenticity, comfort, and coherence.
They also want versatility : cultural visits, but also services, comfort, accessibility, experiences adapted for families, children, the elderly, people with reduced mobility, and international tourists.
A website that does not adapt, that remains stuck in an old model, risks becoming obsolete.
The growing importance of sustainability and ethics
Today, visitors are sensitive to environmental, social, and cultural impact. They want respectful, well-maintained, and well-managed places.
The Destination of Excellence label can incorporate criteria related to sustainable development, universal accessibility, social responsibility — this is an additional advantage, a strong argument, a guarantee of adaptation to modern requirements.
Digitalization, data, omnichannel experience
Visitor tourism is increasingly moving towards digitalization : online ticketing, virtual tours, audio guides, mobile applications, multilingual information, flow management.
A well-certified site will be one that knows how to integrate digital technology intelligently — without sacrificing emotion, the human element, the on-site experience.
Furthermore, data collection (via questionnaires, reviews, analytics, ticketing) will allow us to refine the experience, adjust, anticipate, and improve.
Tips to maximize your chances of success
Adopting a visitor-centric approach
Always think like a visitor. Put yourself in their shoes: what they see, what they feel, what they expect, what they hope for.
Anticipate needs: benches for resting, accessible toilets, clear signage, shaded areas, smooth wayfinding, warm welcome, clear explanations, attentive listening.
Every detail counts. A successful visit is often the sum of dozens of small touches.
Communicate about your commitments and improvements
The label is not an end in itself: it is a public commitment. Explain, show, share what you have done, why you did it, and how you are improving.
Use your website, social media, brochures, partner tourist offices, and newsletters. Make the certification an event—a strong signal to your potential audience.
Integrate a continuous improvement approach
An audit is not an end in itself. It marks a beginning.
Continue the process: collect visitor feedback each season, analyze, adjust, improve, test, repeat.
Establish a sustainable quality cycle. Make it a core part of your management culture.
Frequently Asked Questions
Any organization managing a tourist site (museum, monument, heritage site, visitor attraction), whether public or private, non-profit or institutional, is required to commit to a quality approach that complies with the established standards.
Not necessarily. Many high-value actions are inexpensive: signage, comfort, wayfinding, cleanliness, reception. The key is consistency and attention to visitors.
It depends on the size of the site, its organization, and its condition. For a well-prepared, medium-sized site, the audit can be completed in one day, followed by a report. Implementing the recommendations may take several months.
No. The label must be accompanied by a commitment to maintaining the standards. Ideally, periodic reassessment or regular audits ensure that the experience remains compliant.
Consider it a valuable diagnostic tool. Prioritize actions based on impact and budget, implement an improvement plan, and reapply once the corrective measures are in place.
The label increases credibility and visibility, thus increasing the chances of attracting more visitors. But success also depends on promotion, content quality, communication strategy, and adapting to visitor expectations.
Conclusion
Aiming for the Destination of Excellence label for a visitor site, museum or monument is not just about wanting a prestigious logo on your materials. It’s about committing to offering a truly high-quality tourist experience .
It is recognizing that heritage, beauty, and history are no longer enough. That today’s visitor expects much more: comfort, fluidity, hospitality, meaning, and services.
It also means accepting a demanding approach: rigorous audit, continuous improvement, attentive listening, adaptation.
But the benefits are commensurate with the effort: credibility, attractiveness, loyalty, visibility, satisfaction . For your visitors (and for you).
So, if you manage a visitor site, a museum or a monument: why not consider this ambition now? Why not commit to this path of excellence?
Get in touch, prepare your diagnosis, engage your team, and aspire to become a Destination of Excellence, for yourself, for your visitors, for the future.
Are you responsible for a visitor site, museum, or monument? Do you sense the potential, but are still hesitant to embark on a structured quality approach?
Contact us for a free assessment of your strengths and areas for improvement . Together, let’s define a suitable, realistic, and effective roadmap — and lay the foundations for an application for the Destination of Excellence label .
Let’s make your site an exceptional place, appreciated, recommended, visited. A place where every visitor leaves with the feeling of a unique experience.