This week’s Wednesday Wisdom comes from Laura Francis, the creator behind @dinky_in_norfolk – a platform dedicated to showcasing Norfolk’s hidden gems and inspiring families to explore locally.
We spoke to Laura about turning a simple love for family adventures and photography into a thriving community resource that champions local businesses and mindful living. What began as sharing days out has grown into a mission to help visitors experience Norfolk like a local – from serene pinewoods to vast skies that invite you to slow down.
Her advice for event organisers? Focus on the details that spark emotion: sensory touches, strong local stories, and hospitality that feels personal. Build long-term relationships with creators, give them creative freedom, and trust the process – authenticity always wins.
Looking ahead, Laura sees a rise in immersive storytelling, wellbeing-focused gatherings, and sustainable events that connect people with place.
Tell us a bit more about Dinky In Norfolk & what inspired you to start sharing your Norfolk adventures on Instagram
“I’m Laura – a Norfolk mum, content creator and visual storyteller behind @dinky_in_norfolk. I’ve always loved making memories with my family and capturing them through photography. What started as a past time, I took a leap and built a platform around what I’ve always been drawn to: countryside wandering, local family adventures, dog walks, and uncovering the hidden corners of Norfolk that deserve to be seen.
What began as sharing our days out has grown into something more purposeful – helping families and first-time visitors discover places that feel genuinely special, championing local businesses, and proving that you don’t need to travel far to find a little bit of magic.”
If someone is visiting Norfolk for the first time, what’s the one hidden gem you’d recommend they explore?
“If someone is visiting Norfolk for the first time, I’d always say Holkham – but beyond the beach. Yes, the shoreline is breathtaking, but the real hidden gem is experiencing Holkham as a whole landscape, not a quick “park up and sit down” day. Start with a wander through the pinewoods, where it’s sheltered, still and feels almost cinematic. Then follow the paths out towards the dunes, where everything opens up into those huge Norfolk skies and you suddenly understand why people say this place makes them breathe differently.
It’s always best to time it with the tides so you get that endless stretch of sand at its best – it turns even a simple walk into something that feels properly special. It’s the kind of place that invites you to slow down without even trying: fewer distractions, more space, and that quiet, reset-button feeling you carry home with you. Perfect for the whole family. It’s not “hidden” in the literal sense, but the way to do it like a local absolutely is.”
From your experience, what makes an event truly stand out and encourages people to share their experiences online?
“When an event feels like something. It’s not about scale or sparkle – it’s the detail that invites emotion. That could be thoughtful styling, an unexpected sensory moment (twinkling lights, scent or ambient sound). For us it has to have great hospitality because without this as a foundation nothing else can work.
If you can create a space that encourages people to pause, smile, and want to remember – that’s when the camera comes out. Bonus points if there’s a strong local story, a sense of place, or something that makes people feel like they really belong.”
What advice would you give to event organisers looking to collaborate effectively with local creators?
“Think long-term relationships, not one-time transactions. Creators are more than just ‘reach’ – we’re real people who know our communities inside-out, and when we believe in something, it shows. We will want to shout about it over and over again.
Be clear about what you’re hoping to achieve, but also be open to creative freedom. Often the most engaging content comes from moments that weren’t planned. Let us experience it as our audience would – naturally, genuinely, and with our own voice.
And finally – small touches matter. A point of contact on the day (someone who is expecting us) and warm welcome. A quick thank-you message, a sense that our time and skills are valued. That’s how trust is built. And the biggest one: choose creators who genuinely fit the event.”
What trends or creative ideas do you think will shape events in Norfolk in 2026?
“I think we’re going to see more immersive storytelling – events that invite people into a world, not just to observe it. That could be through soundscapes, interactive installations, or guided experiences that unfold as you go.
I also think wellbeing and slower living will continue to shape event design – people are craving calm just as much as celebration. Expect more curated walks, slow socials, sound baths in beautiful spaces, mindful pop-ups, and experiences that blend creativity with countryside. More daytime events but with a sense of evening energy – whether that be brunches or long lunch gatherings.
And of course, sustainability and supporting local makers will remain huge. Events that tell a local story – and involve the community in the telling – are the ones people will remember (and share).”
Follow @dinky_in_norfolk on both Instagram and Facebook for authentic recommendations and ideas to make your next Norfolk day out unforgettable.
