Licensed game or original creation: which approach is right for a tourism destination?
Why proven gameplay reduces risk — and where an original creation can still make sense.
Read the articleProjects & insights
A strong tourism game is decided before it is illustrated.
Three perspectives on the choices that matter most: the quality of play, the value created for the destination and the product’s ability to live on long after the visit.
Why can a board game be more than a souvenir?
From player-to-player reach to memory recall: when a shop product becomes an experience medium.
Read the articleCan a custom board game sell for 50% more?
British Museum, personalisation and exclusivity: why a 50% premium can be a perfectly credible position.
Read the articleFrom insight to delivery
Our thinking is grounded in real projects.
Better Journey combines tourism operations experience with game publishing expertise to turn proven titles into editions that genuinely belong to each destination.
Explore our projects
200+
available titles to build tailored shortlists, without restricting projects to a fixed catalogue.