1.4 - We Need Good Stories: Creating compelling narratives to encourage cycling tourism
Tracks
Thursday Schedule
| Thursday, October 1, 2026 |
| 11:00 AM - 12:30 PM |
| Quest |
Details
Subtheme 3. Innovation for more and better cycling (tourism)
Storytelling helps people make sense of the world and reduces misinformation. A compelling narrative can build empathy, challenge stereotypes, and highlight that most of us simply want the freedom to choose how we move. This workshop explores WHO to engage when communicating a new cycling route, WHY narrative shifts behaviour, and HOW to tell that story effectively. Working with a EuroVelo route, participants will learn how to craft a narrative encouraging people to try cycling tourism.
Speaker
Omer Malak
Brand and Marketing Officer
European Cyclists' Federation
Workshop facilitator
Biography
Omer’s work at ECF focuses on creating compelling narratives and brand identities to strengthen the voice of cyclists. Backed by an MBA, he also mixes this creativity with business insights to support fundraising and strategy. Off the clock, he’s often behind a camera lens, mixing music, or exploring fashion trends.
Ms. Melissa Bruntlett
Director, Equitable Mobility Advisor
Modacity Creative
Workshop facilitator
Biography
Melissa is the director of Modacity Creative and a leader in advocacy for better walking and cycling. She is co-author of three books including most recently Women Changing Cities, and excels at translating international ideas to local contexts. Melissa believes that good storytelling leads to more successful and inclusive projects.
