I now take on a select number of copywriting assignments within the travel/tourism/cultural/culinary travel sectors. These often do not differ significantly from independent travel writing, but come with the key difference that this is content specifically written for the promotion of a particular destination or project. I am extremely honoured that tourist boards, visitor attractions and across the UK, USA and Europe have chosen me and my writing style to promote their destination.
I like to think of my copywriting as a boutique experience for my clients, where regardless of the brief I can create exciting and endemic content for them to show a destination off in the colour it deserves. There is never an excuse for tame writing. My clients like to work with me because I deliver something special and standout…
Please feel free to contact me about any potential copywriting commissions (however large, small or unusual!) Or scroll down for more on some of my most prestigious copywriting projects to date…
CURRENTLY COPYWRITING FOR: Visit Wales – rewriting content on for the Welsh Tourist Board on key travel destinations from the Valleys to Eryri. More soon!
Case Studies…
Visit Wales Project, 2025-
Wales: perhaps the most unsung and under-rated of the Celtic nations? No more! My travel content for Visit Wales is tailored to maximise visitor numbers and engage audiences with the delights of the country from its shimmering shoreline to its mist-cloaked mountaintops… This evocative ‘call to action’ copywriting is on various aspects of Wales from the best literary destinations to visit and stay the night through to wool heritage and poignant prehistoric sights.
Visit County Durham/Northern Saints Trails, UK – 2019-2023
Following Northeast England’s rebranding as the Christian Crossroads of the British Isles in 2020 and the creation of six new walking routes to trace the area’s hugely influential saints, historic figures and incredible nature, I produced content for six foldout maps and brochures (one for each long-distance trail created) detailing the diverse heritage of County Durham, Tyne & Wear and Northumberland. Furthermore, I produced a guidebook to the region for the same project. I was also responsible for producing website content summarising major attractions in Northeast England to make this a truly interactive and bold multimedia project to showcase this region’s appeal on a global scale like never before. 25,000 words of inspirational travel copy.
Result (plus six detailed, annotated visitor maps and pamphlets plus an accompanying guide providing an overview of the routes)
‘Delighted with your efforts and for keeping on schedule. Your professionalism and craftsmanship are appreciated.’
Craig Wilson, Destination Projects Manager, Visit County Durham
Visit Fort Worth, Texas, USA, 2016-2020
For the redesign and relaunch of Visit Fort Worth’s website I was responsible for writing new content to some 50 key attractions, dining venues and entertainment venues across this dynamic and historic Texan city and its surroundings.
‘Luke is a true professional and a superb writer.’
Jessica Dowdy, Assistant Vice President of Marketing and Film Commissioner at Visit Fort Worth
Liechtenstein Tourism, Liechtenstein, 2019-2020
For the 300th anniversary of this Central European nation and the resultant creation of a cross-country hike to celebrate this fact, I was responsible for writing detailed day-by-day content on the experience of hiking the route in question, the Liechtenstein Trail.
‘To work together with Luke was a great pleasure. Luke is a very professional, enthusiastic and inspirational writer and journalist. He asks the right questions and made us notice the little things we usually do not notice any more.’
Martin Knoepfel, Head of Marketing and Communication and Creator of the LIstory app, Liechtenstein Marketing
Luke and his Words... 