The significance of attractions within the tourism industry is well recognised. Attractions serve as experiential products and influence tourists’ satisfaction and their intention to revisit a destination. Building upon research on visitor experiences in heritage attractions, this study aims to explore similar fields for potential insights and investigations at a rural destination. To construct a conceptual framework, this study aims to investigate tourists’ experience at a heritage tourist attraction in Lesotho and explore the relationships between brand personality, brand attributes, and tourist experience. A quantitative approach was employed, involving collecting primary data from 339 respondents. Pearson Product-Moment Correlation was utilised to assess the respective relationships between brand personality, brand attributes (as independent variables), and tourist experience (as dependent variable) at a heritage attraction in Lesotho. The results confirmed a significant relationship between (a) Brand personality and Education and (b) Education and Escapism. However, the rest of the postulated relationships were insignificant. These findings hold valuable implications for tourism product developers and attraction managers, as they highlight the importance of enhancing brand personality to offer tourist experiences through education. Policymakers can consider integrating brand personality for sustainable tourism resilience.