11/08/2026
Luke will be presenting at the Victorian Tourism Conference. 🎤
This one’s a little different.
Rather than talking about content creation, he’ll be talking about something we think matters far more...
How do you make people care about a destination?
Every place has a story.
The challenge is that many destinations are fighting against perceptions that were formed years, or even decades, ago.
We’ve seen it firsthand through Streets Discovered. Places people dismiss often have the most compelling stories. You just need to know where to look.
In his workshop, Building a Destination Story, he’ll share the framework we use to uncover those stories and turn them into narratives that inspire people to visit.
We’ll explore:
📍 Perceptions holding destinations back.
📍 The storytelling hooks that create curiosity.
📍 How to find the people who bring a place to life.
📍 A practical framework you can take back to your own organisation.
If you’re attending the conference, Luke would love to see you there.
See you soon, Victoria Tourism Industry Council (VTIC)
