This paper explores the tourism experience of visitors at the Cretaquarium, focusing on the factors that contribute to the formation of a memorable visitor experience, including emotional engagement, experiential learning, the role of digital technology, the contribution of the souve-nir shop, and the post-visit dimension of the experience. The study is situated within the broader fields of experiential tourism and the experience economy, examining how informal learning and environmental awareness spaces can function as contemporary tourism experience destina-tions.

To achieve the objectives of the study, a mixed methods approach was adopted, combining quantitative and qualitative data. The quantitative component was based on a structured ques-tionnaire distributed to visitors of Cretaquarium through Google Forms, resulting in a final sample of 225 participants. The qualitative component involved a semi-structured open-ended qualitative questionnaire completed by seven employees from different operational depart-ments of the organization. Quantitative data were analyzed using the Statistical Package for the Social Sciences (SPSS) through descriptive statistical analysis and reliability testing, while qualitative data were examined using thematic analysis.

The findings revealed that the overall visitor experience at the Cretaquarium is evaluated highly positively. Emotional engagement and memorable tourism experience indicators were found at high levels, suggesting that visitors perceive their visit as personally meaningful, emotionally positive, and associated with strong memories. At the same time, the educational and experien-tial dimensions of the visit emerged as particularly significant, as visitors recognized the organ-ization’s contribution to knowledge acquisition and environmental awareness. Digital technol-ogy was evaluated positively as a supportive tool for enriching the visitor experience, although it did not emerge as the dominant factor shaping the overall experience. In addition, the souvenir shop was found to function as an extension of the experience, supporting memory retention and post-visit emotional continuity, while strong intentions for revisit and recommendation indi-cated a clear post-visit behavioral continuation.

This study contributes to the understanding of tourism experiences within informal learning and environmental tourism contexts, offering both theoretical and practical insights for the de-sign and management of visitor experiences in similar organizations.