Within the past three decades, environmental scientists and urban designers have suggested that place authenticity is all about sensory experiences. According to this view, it is places rich in sensory stimuli – such as sights, sounds and smells – that enhance our perception of authenticity by engaging our senses and creating memorable experiences. However, our recent research challenges this conventional idea, revealing that the experience of authenticity is more complex. Sensory experiences can contribute to a sense of authenticity, but they are far from the sole determinant.