The Visitor Experience Group (VEX) is a non-profit that provides professional development for arts and cultural institutions in the areas of Visitor Services, Audience Engagement, and Visitor Experience.

How VEX defines the Visitor Experience:
Visitor Experience encompasses all the tangible and intangible aspects of the presentation of your organization’s mission with which a visitor could interact. It is the perceptions, sentiments, and reactions a visitor has with your institution and ensures that every visitor is granted a pleasant and rewarding experience from pre- to post-visit.