Destination Store

25/06/2026

Big things happening on the Gold Coast this August.

We're proud to once again be a sponsor of City Nation Place Australasia × Mainstreet Australia - two great conferences joining forces on 6–7 August 2026, and it's shaping up to be a seriously good two days.

Place branding, destination marketing, economic development, placemaking, great speakers, great people, and of course great conversations.

As a sponsor, we have a 25% discount code to share. Spots are filling up, so worth booking sooner rather than later.

🎤 City Nation Place Australasia x Mainstreet Australia
📆 6-7 August
📍Sofitel, Gold Coast Queensland
🎫 Grab your discounted ticket here bit.ly/CNPxDS
ℹ️ Full conference details citynationplace.com/australasia

We’re looking forward to this one. If you do make it, make sure to come find us!

18/06/2026

AI is changing how people plan travel - fast 💨

When visitors ask AI where to go, what to do and where to stay, the answer depends on the quality of what already exists online.

For destinations and tourism operators, owned channels are no longer just marketing assets. They are the foundation for being found, trusted and recommended.

Charlotte has unpacked what this shift means for destinations, tourism operators and the channels they rely on to be found

Read it here 👉 destinationstore.com.au/ai-planning-era-demands-better-owned-channels

56% of U.S. leisure travellers used AI for at least one trip in the past twelve months, according to Phocuswright research published in March 2026. That’s a jump from 43% just nine months earlier, representing the fastest shift in how people discover and plan trips that the travel industry has see...

06/06/2026

The DS Download: May

May kept us moving, with plenty of time on the road, campaign launches, strategy work, events planning and one very impressive marathon finish.

Here’s what kept us busy last month:
🌟 Carl and Charlotte were on the road rolling out the Night-Time Economy Program for business collectives, visiting Bathurst, Lennox Head, Murrumbateman, Murwillumbah, Tamworth and Wagga Wagga, with four more collectives to visit in July and August.
🌟 Ben visited Greater Port Macquarie to present to the Greater Port Macquarie Tourism Association Pon the new destination campaign and how local businesses can get involved.
🌟 Oliver attended the Australian Placemaking Summit in Sydney, connecting with ideas and conversations shaping the future of places and communities.
🌟 We finalised the Discover Richmond Valley Destination Management Plan, which is being presented to Richmond Valley Council next week.
🌟 Carl had a long-overdue catch-up with our awesome creative partners, Swell Design Group, in Canberra.
🌟 We launched the latest Where Time Does Wonders campaign for Greater Port Macquarie, running until the end of August. The campaign taps into the insight that travel is no longer just about getting away, it’s about getting something back.
🌟 We kicked off a signature events campaign for Visit Mackay Isaac, Queensland, Australia and Mackay Isaac Tourism, promoting selected key events happening over the next six months.
🌟 And not technically work, but definitely worth celebrating: Corey completed his second marathon taking part in the Great Ocean Road Running Festival. Go Corey!

We know what you’re thinking: how do they have time to run marathons? Honestly, we’re not sure either.

But if you need support with marketing strategy, destination management planning, brand strategy, campaigns or social media management, get in touch. We’d love to chat.

30/05/2026

The power of growing a vegetable garden

29/05/2026

POV: This is what one of our social teams camera rolls looks like

12/05/2026

EPISODE | Regional Trailblazers
In this episode, Charlotte Prouse sits down with Alison McLean from Hay Shire Council for a thoughtful conversation about regional resilience, community, tourism and the future of country NSW.

From growing up in Orange, to returning to regional life after Sydney, Alison shares insights into what makes rural communities so connected and the challenges and opportunities that come with shaping their future.

The episode also explores tourism development, the Long Paddock touring route, and how communities can work together through periods of change while keeping local voices at the centre of the conversation.

It’s an honest and inspiring chat about leadership, advocacy and building strong regional communities for the future.
Listen now Here or where you get yout podcasts https://podcasts.apple.com/il/podcast/alison-mclean-on-community-resilience-and-shaping/id1876108937?i=1000767137559NEW

12/05/2026

Millennial marketing vs Gen Z marketing!

What works for one audience won’t always connect with another and that’s why knowing who you’re creating content for has never been more important.
Who is your buyer persona?
Who are you actually trying to reach?
What kind of content do they consume, save, share and respond to?
Once you understand your audience, you understand how to speak their language, create content that resonates, and build real connection instead of just posting for the sake of it.
Good marketing isn’t about talking to everyone. It’s about talking to the right people

11/05/2026

It’s nearly shoot time in Visit Mackay Isaac, Queensland, Australia! 📸

Come see the region and get your pic taken.

TALENT REQUIRED 📸

We're on the hunt for a range of talent for an upcoming photo and video shoot to capture more of our beautiful Mackay Isaac Region. This content will be used in future drive campaigns and across our marketing channels.

Who we’re looking for:

• Young family – mum, dad and two kids aged 5+
• BFFs – two young women aged 25-35
• Couple – aged 25-35
• Retirees – couple aged 65+, preferably with a 4WD that you’re comfortable operating

🗓️ Upcoming shoot dates: 25-29 May 2026
⏰ Talent will be required for 1-2 days across the shoot period.

If you or someone you know fits the bill, please get in touch with us by filing out this form: https://bit.ly/3OKk63V

07/05/2026

We’re thrilled to welcome Port Macquarie Hastings Council back to Destination Store.

After partnering with PMHC on the destination brand strategy and the award-winning Gift of Time campaign in 2024/25, we’re excited to continue building on that momentum and help bring the Greater Port Macquarie story to life in its next chapter.

Our work will focus on strengthening the destination’s owned channels, social media, content, campaign activity, digital performance and industry storytelling, helping keep Port Macquarie visible, relevant and inspiring across the visitor journey.

This is a place with a powerful brand idea and a clear sense of what makes it different. We can’t wait to keep helping Port Macquarie share its Gift of Time with the world.

Welcome back, PMHC.

Client: Port Macquarie Hastings Council | Greater Port Macquarie
Project: Destination Management & Marketing
DS Digital: Social Media Management
DS Marketing & Campaigns: Destination Campaign

30/04/2026

The DS Download: April

Ben might look like he’s taking it easy at his cafe 'office' in Forster, but behind the scenes, April was a big month at DS.

Here’s what kept us busy this month:
🌟 Became an official partner of Localis, Australia’s leading data analytics platform for the visitor economy
🌟 Wrapped up our Place Brand Strategy project with Central Coast Council
🌟 Spent a week in Visit Seven Valleys, with Ben and Hayley capturing destination and business content for social and campaign use
🌟 Kicked off work with the Office of the 24-Hour Economy NSW Commissioner, running the Night-Time Economy Accelerator for Councils, as well as facilitating the Night-Time Economy Program for business collectives across regional NSW
🌟 Began a new campaign and social media management project with our old friends at Port Macquarie Hastings Council
🌟 Travelled to Richmond Valley, where Charlotte and Oly led stakeholder and community engagement to help inform Richmond Valley Council's Destination Management Plan
🌟 Launched the Visit Seven Valleys destination campaign, Echo Your Freedom, on behalf of Lithgow City Council alongside our partners Fred&Co and Leonards Advertising
🌟 Entered the final stages of a Brand Strategy and Implementation Roadmap for Parkes Shire Council - we can’t wait to share more on this soon.

And because we’re clearly not busy enough, we still have room to take on a few more projects.

So if you need support with marketing strategy, destination management planning, brand strategy, campaigns or social media management, get in touch. We’d love to chat. Or a coffee at our 'office'? ☕