Various types of data can be used to enhance customer experiences. Social big data and rich customer
data are often discussed in this context and applied in innovation processes yet other types of (open)
data, such as public databases offering monitoring data on ecosystem services, are left with less
attention in experiences building. The potential for information-intensive smart services in tourism and
data-enriched experience design is constantly increasing yet, the potential of open environmental data
and public APIs in creating immersive contextual experience contents is often ignored. The paper draws
on conceptualisations of forest related big data innovation and smart technology usage in enhancing
the experience-scape of nature destinations. By reviewing appropriate literature, the paper aims to
identify the key dimensions of smart coastal forest experiences and how big data could assist in
enriching such experiences. The conceptualisations may be complemented with expert interviews and
illustrative smart case descriptions if considered necessary.