Tourism Strategy
Fellow Chartered Marketer with over 30 years’ experience in tourism strategy, commercial planning and advisory roles. I work with accommodation operators and tourism-led projects to provide strategic clarity, market insight and commercially grounded direction for sustainable growth.
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!
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.
