FU Media’s Kevin Fraser Urquhart shares media expertise with tourism businesses

Kevin Fraser Urquhart, Managing Director of FU Media, shared practical insights into storytelling and media coverage with more than 80 tourism businesses at Visit Leicester’s latest Tourism Network Event.

Bringing together attractions, accommodation providers, hospitality businesses, retailers and tourism partners from across Leicester and Leicestershire, the event explored how businesses can reach new audiences, strengthen their visibility and work together to promote the destination.

Kevin’s presentation focused on how tourism businesses can turn their stories into earned media coverage across print, digital and broadcast channels. He explored the connection between compelling storytelling and greater visibility, helping delegates understand how their organisation’s experiences, people and local connections can provide opportunities to engage the media.

For FU Media, the event was an opportunity to share communications expertise with a sector that plays a vital role in the region’s economy and identity. With so much to discover across Leicester and Leicestershire, helping businesses communicate what makes them distinctive is central to attracting attention and encouraging visits.

Kevin joined a speaker line-up that also included Geotourist CEO Shaon Talukder, who explored the influence of artificial intelligence, location technology and visitor data, and travel writer and broadcaster Ash Bhardwaj, who examined the role of authentic storytelling in destination marketing.

Interactive workshops and networking sessions gave delegates opportunities to exchange ideas and make connections, with businesses identifying potential partnerships and ways to collaborate.

Feedback across the event was overwhelmingly positive: 94% of delegates rated it good or excellent and said they would recommend it, while 100% reported leaving with ideas they could apply within their business.

Tina Dyer, Strategic Tourism Manager at Visit Leicester, said: “The message from businesses was very clear: they want more opportunities to learn, connect and work together.”

Visit Leicester is now planning its next Tourism Network Event for early 2027, responding to demand for further training, industry insight and networking.