This paper reports on a longitudinal study that examined the co-creation process of two special-interest tours. The virtual space provided by the tour company, with the facilitation of the tour leader, evolved a group of unconnected serious leisure participants into a small interactive community. Involving the participants within the construction of the tour product extended the duration of the experience, increased their emotional ownership of the product and developed an intimacy between them. These were the ingredients for two extraordinary tour experiences for those participants and have resulted in loyalty and compelling word of mouth recommendations for the tour company.