After studying languages & marketing Susan worked with a small incoming tour operator in Yorkshire, followed by a couple of years with a specialist study tour operator and incentive company in London.
She started her own marketing consultancy in 1990 helping destinations, accommodation providers and attractions to promote a wider market and develop new revenue streams.
Susan is author of several tourism marketing books, a popular speaker at industry events and has worked with countless tourism businesses.
She is particularly interested in helpnig small tourism businesses to increase their profits, find new markets and reach their full potential; product development & capitalising on trends; celebrating local distinctiveness; rural and urban regeneration through tourism; making it easier for visitors to buy and enjoy authentic experiences.
Susan's clients have included Visit Britain, VisitEngland, Welcome to Yorkshire, National Parks and family-owned visitor attractions as well as accommodation ranging from castles to campsites.
She has a holiday cottage in the Yorkshire Dales and recently developed and ran the hugely successful Lost Sheep in Yellow Jerseys Initiative.