Marketing Services
I am a Fellow Chartered Marketer with the Chartered Institute of Marketing and have over 30 years of experience in tourism marketing at the National, Regional, and Agency levels. My work takes me across Scotland, and I have a deep passion for exploring the country—from the Highlands and Islands to the Borders both professionally and on holiday.
Tourism Business Planning Services
I specialise in developing Business Plans, Feasibility Studies, and Marketing Plans for tourism businesses and community projects. Whether you want to launch, expand, or secure funding, I can help shape your vision into a viable and successful business.
Business Plans for Tourism
A well-structured business plan is crucial for securing funding, investment, or planning approval. I have extensive experience writing business plans for:
- New tourism ventures such as glamping sites, self-catering properties, or activity-based businesses.
- Expanding businesses looking to diversify their offering.
- Community tourism projects seeking grants or investment.
Each plan provides a clear roadmap, detailing your business objectives, financial projections, and operational strategy.
Feasibility Studies for Tourism Expansion & Planning Permission
When expanding or launching a new tourism business, a Feasibility Study ensures there is a strong business case. I often work alongside architects and planning consultants to assess viability and provide:
- A business case for planners.
- Key recommendations and market demand analysis.
- Target customer insights.
- A clear action plan for moving forward.
Typical projects include:
Glamping sites on rural land.
Self-catering developments or lodge parks.
New visitor attractions or tourism services.
Tourism Marketing Plans
A Marketing Plan ensures your business reaches the right customers and stands out in a competitive market. My tailored plans include:
- Target audience profiling – who they are, what they want, and how to reach them.
- Marketing communications strategy – digital, print, PR, partnerships, and more.
- Performance measurement – tracking what works and refining strategies.
- Marketing audit – assessing your current approach and identifying opportunities.
The Result: A Clear Path to Tourism Success
A well-researched plan gives you confidence and direction, whether you’re applying for funding, planning permission, or marketing your business. With over 30 years of tourism marketing experience, I bring strategic expertise and a passion for making tourism ventures thrive.
Let’s turn your vision into reality!
Digital Marketing for Tourism Businesses
E-Newsletters & Email Marketing
Email marketing remains one of the most effective ways to nurture customer relationships and drive bookings. I handle:
- Compelling email copywriting that encourages engagement and conversions.
- Newsletter design featuring high-quality images, strong calls-to-action, and clear branding.
- Segmentation and personalisation, ensuring that each email reaches the right audience at the right time.
- Database management, keeping your email lists updated and GDPR-compliant.
- Performance tracking, providing insights into open rates, click-through rates, and customer behaviour to refine future campaigns.
Regular e-newsletters keep your business top-of-mind, helping you build lasting relationships with past, present, and potential customers.
Social Media Marketing & Advertising
Social media is an essential part of any tourism marketing strategy, enhancing brand awareness, customer engagement, and SEO rankings. I provide:
- Daily social media management, ensuring consistent posting on platforms like Facebook, Instagram, LinkedIn, and Twitter (X).
- Content creation, including high-quality images, engaging captions, and strategic hashtags to maximise reach.
- Paid social media advertising, targeting your ideal customer base for increased visibility and bookings.
- Community engagement, responding to comments and messages to foster a strong connection with your audience.
- Performance analysis, tracking engagement, reach, and conversions to fine-tune your strategy for better results.
A well-managed social media presence ensures your business stays relevant and accessible, driving more inquiries and direct bookings.
The Result? More Visibility, More Bookings, More Growth
Running a tourism business is demanding. Let me handle your digital marketing, ensuring that:
- You maintain a consistent and professional online presence.
- Your website and social media generate more organic traffic and direct bookings.
- Your digital marketing strategy is continuously optimised for better results.
Get in touch today to take your tourism business to the next level with expert digital marketing!
Where, When, and How
I am happy to meet with you at your business to discuss your requirements in detail. I work to agreed deadlines that align with your business needs and ensure flexibility to suit your schedule.
Beyond tourism marketing, I have an extensive network of professionals, including architects, accountants, lawyers, tourism consultants, and planners. Whether you need full project management, expert collaboration, or simply an additional specialist on an existing team, I can bring the right people on board to achieve the best results.
The Result? More Visibility, More Bookings, More Growth
Why Appoint Fiona Drane for Tourism Marketing?
Marketing Expertise
As a Fellow of the Chartered Institute of Marketing, I bring over 30 years of expertise in marketing, with a strong focus on tourism. I am committed to lifelong learning, staying ahead of industry changes through continuous professional development, including courses, short courses, and industry insights. This ensures my clients benefit from the latest marketing and digital marketing strategies.
Specialist Knowledge in Tourism
Since 1991, I have been deeply immersed in Scottish tourism, gaining extensive knowledge of the industry, its geography, and emerging trends. I stay up to date with industry shifts through professional development, including the Destination Leadership Course at Edinburgh Napier University and a Sustainable Tourism course at Glasgow University.
Beyond my professional expertise, I have a genuine passion for Scotland—I choose to spend my own holidays exploring the country, from the Highlands and Islands to the Borders. This hands-on experience gives me a unique perspective on what visitors seek when choosing a Scottish destination.
Commitment to Rural Communities
Living in the Scottish Borders, I am passionate about ensuring that rural areas thrive—both for the people who live there and the businesses that operate within them. I understand the challenges and opportunities facing rural communities and work to develop tourism strategies that benefit both visitors and residents.
My participation in the 2023/24 Scottish Enterprise Rural Leadership Programme expanded my knowledge of the wider rural economy and strengthened my network across Scotland. This experience allows me to support rural businesses with informed, practical marketing solutions that drive sustainable growth.
With a combination of marketing expertise, deep tourism knowledge, and a passion for rural Scotland, I help businesses stand out in an increasingly competitive landscape.
Passionate About Scottish Tourism & Rural Communities
I am deeply passionate about Scottish tourism and dedicated to working with businesses, communities, and property owners to create unforgettable visitor experiences across Scotland’s rural and scenic destinations. My goal is to ensure we are developing sustainable tourism that not only attracts visitors today but also preserves and enhances Scotland’s landscapes, heritage, and local culture for the future.
Equally important, I am committed to supporting rural areas, tourism businesses, and local communities, ensuring that holiday cottages, hospitality providers, and attractions thrive alongside the visitors they welcome. By promoting responsible tourism, high-quality accommodation, and authentic Scottish experiences, I help create a strong, sustainable tourism economy that benefits everyone.
