This paper focuses on the creative ingenuity of tourism providers in storying and providing varied readings of archaeological sites that have been physically lost. In conceptualising providers' efforts in mobilising (in)tangible aspects of archaeological heritage to accord them an inimitable identity and visible presence, we draw upon research on creativity and creative tourism. Our findings reveal how innovative meaning-making opportunities transform archaeological heritage into a valuable creative tourism resource that can be used to enhance the market appeal of local products and resources through theming and creative storytelling. Overall, this study contributes to nascent work on participative co-creation of archaeological heritage that can serve as an effective means of creating meaningful interpretive experiences at cultural tourism destinations. •Memory and knowledge of historical sites persist after physical loss.•Creativity of tourism providers provides varied readings of archaeological sites.•Participative co-creation is an effective means of creating meaningful experiences.