Tourism Strategy and Business Planning
Tourism projects don’t fail through lack of ambition.
They fail when the fundamentals aren’t clear.
I work with tourism businesses and project teams to make better decisions—about what to develop, how to position it, and how to make it commercially work.
That includes feasibility studies, business planning, pricing and positioning—based on how people actually plan and book, not how we hope they will.
I am typically brought in when a business is launching, investing, repositioning or seeking funding, providing clear, evidence-based direction at the points where decisions matter most.
What I Do
I support accommodation operators, tourism businesses and community-led projects with:
• Feasibility studies
• Business plans
• Marketing plans
• Market positioning and pricing
• Demand and competitor analysis
• Strategic advice for boards and stakeholders
Feasibility Studies and Business Planning
A strong plan provides more than reassurance—it gives you a clear basis for decision-making.
My work focuses on:
- testing whether a project is viable
- understanding demand and competition
- shaping a product that fits the market
- providing a clear route forward
This includes projects such as:
- self-catering and accommodation developments
- glamping and rural tourism sites
- visitor attractions and tourism-led projects
I regularly work alongside architects and planning teams, ensuring that proposals are commercially realistic and deliverable.
Marketing Plans and Positioning
A marketing plan only works if the fundamentals are right.
I focus on:
- who the business is for
- how it is positioned
- what it should be charging
- and how it performs across the year
The result is a plan that reflects how bookings actually happen—and where the business can compete effectively.
Experience
I am a Fellow Chartered Marketer with over 30 years’ experience in tourism, across national organisations, regional destinations and rural businesses.
My work is particularly focused on rural and community tourism, where projects need to work in practice—for businesses, visitors and the communities around them.
I am a Director of the Scottish Community Tourism Network (SCOTO), recognised as one of the UK’s Top 100 Women in Tourism, and recently nominated for the Female Founder Awards Scotland.
How I Work
I work with clients who want clear, commercially focused decisions.
That means:
- clarity on what the business is
- clarity on who it is for
- clarity on how it performs
Clear positioning. Clear pricing. Clear decisions.
