||The South African National Parks (SANParks) is a significant player in ecotourism in Africa with a vision of being a connector between societies. Yet, it has been reliant on a largely homogenous market base of loyal visitors, the majority being Caucasian middle-aged or older. Future sustainability depends on finding a balance between attracting new feasible markets and connecting to younger generations, while retaining current loyal markets. Attracting non-white and younger tourists to national parks should not just represent an opportunity for greater economic stability, “…but should transmit a stronger message that national parks remain – and will always be – a domain for all…” (Butler & Richardson, 2015). Diverse visitor experiences play an essential role in cultivating greater societal support for national parks (Weiler et al., 2013). However, little research is available to inform parks tourism development and marketing initiatives to attract more diverse tourism markets. With financial barriers removed, what are non-traditional tourists reasons for not visiting? What are their tourism-related preferences, and how do they perceive a stay in a national park? How can they be persuaded to include a national park visit in their travel choice set?This presentation provides a synopsis of the results of two research projects commissioned to address these research questions, followed by practical examples of how national parks in South Africa is transforming their tourism and experiential offerings and integrating new insights into marketing initiatives.