This study investigates the content of the co-creation of tourism experiences and measures the substance of those experiences. It lays the framework for future research by providing a systematic assessment scale for co-creative tourism experiences. The scale obtained from the research is constructed using information on the entertainment, immersion, achievement, novelty, authenticity, uniqueness, education, and interaction variables found in the co-creation experience. The findings were obtained from semi-structured interviews with tourism opinion leaders and a questionnaire survey that yielded 682 responses. This study serves as a pioneering investigation of these constructs in an empirical way with statistical evidence to make the research outcome more objective. It provides tourism industry practitioners with directions on how to conduct co-creative activities, as well as how to understand the distinctive experiential contents of visitors in co-creative activities. The study enriches the tourism experience and supplies insights into the experiential marketing of the tourism industry.