What does a modern tourism experience look like? For the City of Gloucester, it’s a self-guided waterfront tour brought to life through thoughtful strategy and interactive design. The Gloucester HarborWalk website supports a 42-stop historic walking tour with QR codes at each location and a fully responsive, mobile-first interface. Developed from a comprehensive website spec, this project prioritized user experience, storytelling, and real-world physical exploration. At the core is a custom-built interactive map that pulls live location data to guide visitors through the tour in real time. Each stop features engaging content and dynamic media cards that bring Gloucester’s history to life through various forms of media. To boost visibility and social proof, a moderated Instagram feed pulls in photos tagged with #GloucesterHarborWalk directly to the homepage. Since launch, the site has seen 6K new users, 14K pageviews, and over 42K event triggers in under a year. This unique site was built for discovery, whether visitors are planning their trip ahead or scanning QR codes on-the-go, the HarborWalk site invites them to explore Gloucester like never before.