Consumers are looking for unique experiences and their behaviour and customer journeys are ever harder to predict. By means of Customer Journey Mapping we analyse how a tourism organisation communicates with visitors. We establish how this communication influences customer experiences and involvement, both before and during the customer journey. Together with partners we obtain data and insights into the customer journey to allow us to measure the effects (including neurologic effects) of communication and marketing. Furthermore, we work on the development of training programmes for the purpose of future-proof employees: Lifelong Learning.