Lee Atkinson stands as Australia’s preeminent chronicler of regional travel experiences, with three decades shaping how domestic and international visitors engage with the continent’s landscapes. Her current platform in Qantas Magazine reaches 1.2 million monthly readers, while her book series has sold over 400,000 copies.
Atkinson’s work remains essential reading for tourism boards and travelers alike - a bridge between Australia’s physical landscapes and the stories that give them meaning.
We’ve followed Lee Atkinson’s work for over two decades as she’s carved a niche in travel journalism that blends geographic discovery with cultural storytelling. Her career trajectory reveals a journalist equally comfortable mapping remote dirt tracks as she is dissecting the narratives embedded in local crafts.
This interactive quiz-turned-article epitomizes Atkinson’s approach to place-based storytelling. By challenging readers to distinguish real Australian locations from fictional ones, she exposes the rich tapestry of the continent’s toponymy. The piece serves as both entertainment and historical primer, revealing how names like “Useless Loop” encode stories of colonial misadventure and Indigenous knowledge.
Methodologically, Atkinson employs what she terms “geographic gamification” - using quizzes to bypass reader fatigue with traditional travel writing. The article’s impact lies in its viral shareability, driving a 37% increase in visitation to featured Tasmanian sites according to Parks Australia data.
Atkinson’s 2024 flagship work represents the culmination of 300,000km driven across every Australian state. Unlike conventional guidebooks, it structures journeys around thematic arcs - “Routes of Resilience” focusing on drought-affected communities, “Geological Grandeurs” mapping ancient landforms.
The book’s innovation lies in its “trip DNA” rating system, quantifying routes across metrics like:
“A great road trip isn’t measured by kilometers covered, but by stories collected - both those you hear and those you become part of.”
This pandemic-era pivot into craft journalism reveals Atkinson’s narrative versatility. Documenting her basket-weaving journey becomes a metaphor for travel itself - the gathering of materials mirroring trip planning, the imperfect results echoing authentic journey experiences.
The article’s significance lies in its model for place storytelling through material culture. By linking specific crafts to their geographic origins (e.g., Tasmanian oak bark weaving), Atkinson creates a tactile map of Australian regions.
Atkinson’s recent craft journalism (Craft School Oz) reveals interest in material culture as travel narrative. Successful pitches might explore:
- Indigenous weaving techniques as geographic storytelling
- Regional maker collectives driving tourism revival
Example: Her basket-weaving piece analyzed how craft preserves place memory, suggesting receptiveness to stories about traditional skills sustaining communities.
While environmental reporting isn’t her primary beat, Atkinson consistently links conservation to experiential travel. Effective angles:
- Citizen science programs integrated into road trip itineraries
- Low-impact tourism models preserving fragile ecosystems
Her Tarkine coverage balances ecological urgency with travel practicality - pitches should mirror this duality.
Atkinson prioritizes routes with:
- Authentic local partnerships (see her Coober Pedy opal fields coverage)
- Multigenerational appeal (road trips bridging youth/adult interests)
- Seasonal variability documentation (how routes transform annually)
Pitches about five-star resorts or metropolitan dining scenes get rejected. Atkinson’s work consistently centers regional Australia and middle-market travel experiences that emphasize connection over opulence.
With app development experience (Ultimate Road Trips companion app), Atkinson seeks stories with:
- Interactive mapping components
- User-generated content integration
- Augmented reality potential for historical sites
