Listen to Wenger talk tactics in the Arsenal dressing room & Van Persie describe the atmosphere in the players' tunnel - Goal.com tries out the new Emirates Stadium tour

Manager Arsene Wenger, Robin van Persie, Theo Walcott plus a host of other Arsenal stars share their matchday insights and experiences on the club’s unique new self-guided tour of Emirates Stadium, designed to give fans a more intimate behind the scenes look than ever before.   

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As they take their places in the home dressing room, the design of which Wenger played such a prominent part, Gunners fans can now hear the manager discuss his pre-match preparations (the Frenchman tries to create an atmosphere of focused calm), get pumped up ahead of the big game with Walcott (who provides the team’s music), and learn from the likes of Jack Wilshere and Wojciech Szczesny as they psyche themselves up for action.

On entering the players’ tunnel, fans hear Van Persie describe the pre-match tension, the atmosphere and his own thoughts, as he prepares to lead the team out to an expectant crowd 60,000 strong.

Such personal insights are a key feature of the UK’s first self-guided stadium tour, which combines the experience of entering the inner sanctum of Arsenal’s state-of-the-art facility with an audio-visual commentary, delivered via a handset displaying action clips, interviews and a wealth of club history and stadium facts at the touch of a button.

The handset enables visitors to take the tour at their own pace. Guided by club legend and former goalkeeper Bob Wilson, they are led to the director’s box, the prestigious Diamond Club dining room with its reproduction of Highbury’s famous clock, and the players’ entrance, with its evocative images of the club’s triumphs.

Wilson’s narration offers additional insights and many glimpses into the Gunners’ history, with content dynamically updated to include the latest match action and reaction.   

The result is a novel experience that succeeds in bringing fans closer to their current heroes while reminding them of the club’s rich heritage. History oozes out of the walls of this relatively new stadium, and mingles with the vibes of the modern Gunners.

Arsenal, who celebrate their 125^th anniversary this month, pride themselves on being forward-looking innovators, and developed the self-guided tour concept after researching other major stadia and premium tourist attractions worldwide.

Their objective is to make Emirates Stadium one of London’s top visitor attractions, recognising that the 2012 London Olympics will significantly increase tourism to the city. The club not only want to reach more Arsenal fans but also to appeal to as many domestic and international tourists heading to London as possible. With that in mind, the multi-language tour is available in English, French, German, Italian, Spanish, Mandarin Chinese and Japanese.

Moving from a traditional guided tour should achieve a substantially higher volume of visitors by enabling far more fans to visit the stadium than is possible with groups departing at fixed times accompanied by a guide. The new self-guided tour operates seven days a week (apart from matchdays) and means visitors can buy a pass and choose which day and time to begin – or simply pay on arrival at the Emirates.

Charles Allen, the club’s head of marketing, told journalists: “The new-look stadium tours will really help us to engage with so many more supporters and visitors to London outside matchdays, at a time when interest in the Premier League and capital is increasing thanks to the Queen’s Jubilee and the 2012 Olympics.

“The revised tours are part of continued work to make the stadium more of a destination with various initiatives, including fan stories around the stadium and the Spirit of Highbury image of players and managers who appeared at our old Highbury home. We have more plans for the future and it is all designed to bring this fantastic club to life.”