Trusted marketing partner for Scotland’s tourism and hospitality industry
Scottish tourism is a competitive, seasonal and increasingly complex industry. Visitors have more choices than ever, search behaviour is changing rapidly, and the gap between destinations that communicate well and those that don’t is growing wider every year.
I’ve worked in Scottish tourism since 2010 — as a photographer, filmmaker, PR consultant, website designer, campaign manager and marketing strategist. I’m based in Loch Lomond and The Trossachs, one of Scotland’s most visited destinations, and I work with tourism businesses and organisations across Scotland who need a trusted marketing partner rather than a series of disconnected suppliers.
I also run See Loch Lomond, a visitor website featuring guides to the National Park, which has attracted around two million visits to date. That direct insight into how visitors plan, search and choose experiences informs everything I do for tourism clients.
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What I understand about tourism marketing
Tourism marketing is different from other sectors in ways that matter. The audience is constantly changing — new visitors discovering your destination for the first time alongside returning visitors looking for reasons to come back. Seasonality creates pressure to deliver at specific moments. And the gap between how a destination looks online and how it feels in person is one of the most important things to get right.
I understand all of this from direct experience — not just as a marketing consultant but as someone embedded in one of Scotland’s most significant tourism landscapes, working with destinations and visitor businesses year after year.
That depth of understanding means less briefing time, better-matched work, and marketing that feels genuinely rooted in the place it’s promoting.
Tourism organisations I’ve worked with
Loch Katrine and the Steamship Sir Walter Scott Trust
One of my longest-standing tourism partnerships. I’ve supported destination marketing for Loch Katrine and the Steamship Sir Walter Scott over many years — from digital content, photography and PR to the Save Our Steamship fundraising appeal, which raised £750,000 and secured £130,000 from the National Lottery Heritage Fund. More recently, the work has extended to TV advertising and to interpretation projects for visitor experience.
Love Loch Lomond
Early projects included photography, video and campaigns for Love Loch Lomond, the area’s official destination group. I later joined the board, contributing five years of marketing strategy and advice to support the growth of the local visitor economy — working alongside destination managers, tourism businesses and the National Park Authority.
The Oak Tree Inn — Balmaha Experience
For The Oak Tree Inn at Balmaha, I developed the Balmaha Experience campaign — a destination marketing initiative designed to promote East Loch Lomond and encourage visitors to stay longer, explore more widely, and engage more deeply with the area rather than passing through. I have since created six websites for companies within the Conic Group, the parent company of The Oak Tree Inn.
The West Highland Way
I’ve worked with the West Highland Way Management Group and the newly formed West Highland Way Trust across a series of campaigns spanning more than five years — including the 40th and 45th anniversary PR campaigns, which achieved national coverage in National Geographic, STV, BBC Radio Scotland, The Herald and The Scotsman.
The Trossachs Trail
Scotland’s first geographical driving route. I helped refresh content and promote the trail through a redesigned website, a printed guide, a map, and on-the-ground interpretation — helping visitors understand the route, plan their journey, and engage more meaningfully with the places along it.
Smaller tourism businesses and operators
Alongside destination organisations, I’ve worked with independent accommodation providers, tour guides, outdoor specialists, cruise operators and hospitality businesses across Scotland — providing photography, video, websites and marketing strategy tailored to the specific needs and budgets of smaller operators.
Beyond promotion — experience and interpretation
My work in tourism goes beyond marketing alone. I help destinations and visitor businesses shape how experiences are understood and communicated — from on-site interpretation and wayfinding to visitor guides, maps, route promotion and digital platforms.
Good interpretation doesn’t just inform visitors — it deepens their connection to a place, extends dwell time, encourages return visits, and builds the kind of word-of-mouth that no advertising budget can replicate. It’s one of the most underinvested areas in Scottish tourism, and one where clear thinking and strong storytelling make an immediate difference.
See Loch Lomond — visitor insight from the inside
I run See Loch Lomond, a visitor website and guide to Loch Lomond and The Trossachs National Park. With around two million visits to date, it gives me a direct, current understanding of how visitors search, plan, and make decisions about their trips.
That insight — into the questions visitors are asking, the content they find useful, and the gaps in how destinations currently communicate — directly informs the work I do for tourism clients. It’s the difference between tourism marketing informed by data and experience, and tourism marketing that looks good but doesn’t connect with how visitors actually behave.
Could I help with your tourism or hospitality business?
Whether you’re just starting out or looking to grow, the challenges facing tourism and hospitality businesses in Scotland tend to follow a familiar pattern — and they’re ones I’ve helped organisations work through many times.
If you’re setting up accommodation and want to build direct bookings rather than relying on commission-heavy platforms, I can help you create the website, photography and marketing approach that makes that possible.
If you’re an established visitor attraction or destination organisation that needs clearer strategic direction, stronger digital content, or a more joined-up approach to PR and campaigns, that’s work I do regularly.
If you’re a hospitality business — a hotel, restaurant, distillery, outdoor operator or tour guide — looking for someone who understands the sector, knows the landscape, and can take responsibility for making your marketing work properly, I’d be glad to talk.
Whatever stage you’re at, the best starting point is a straightforward conversation about where you are and what would actually help. There’s no pressure and no obligation — just a clear, honest discussion about whether I’m the right fit.
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