Along with the rapid development of information technology the existence of the museum must also follow the existing changes, which must adapt to the needs and wants and young people. Youth segment is a huge market potential in Indonesia. This research is to explain about the implementation of experiential marketing strategy to make museum as one of tourist destination in Surabaya. Data collection techniques based on interviews with museum managers as well as from the observation of museums in the field, with attention to aspects of sense, feel, think, act and relate. The population in this study is the existing museum in Surabaya, where there are 18 museums in Surabaya, and the sample of this research is 6 museums in Surabaya (Museum of Cancer, Museum Of Sampoerna, Submarine Monument, Surabaya Museum, Health Museum, and Ethnographic Museum). This research uses qualitative research method with analytic descriptive approach, where this research only describes and analyzes existing variable that is implementation of experiential marketing at museum in Surabaya. The results showed that almost all the museums in Surabaya have not applied the concept of experiential marketing completely. In addition, almost all museums are in poor condition and still old-fashioned, and this is not suitable for the youth market. From this study it is also known that the museums in Surabaya have not been able to touch the emotional and psychological aspects of the visitors, whereas completing the visit to the museum does not feel an emotional touch and the latter will not encourage visitors to re-visit.