About Me

My heart has always been with tours, activities, and attractions.

This is the part of the travel industry where experiences are created, stories are told, and memories are made — often by passionate operators who care deeply about what they offer, but don’t always have the time, resources, or access to turn that passion into sustainable growth. That’s where I come in.

I work with tours, activities, and attractions because I understand both the art and the business of experiences. I know how operators think, how the industry works behind the scenes, and where real commercial opportunities exist — not in theory, but in practice.

From experiences to hospitality - and back again...

I began my journey in the experiences sector, working closely with tours and visitor-facing businesses. Over time, I transitioned into hospitality — a move that ended up becoming a defining advantage.

Hospitality sharpened my commercial mindset in ways that are only now becoming standard in tours and activities. Revenue management discipline. Distribution strategy. Dynamic pricing. Upselling and on-site conversion. Packaging and value engineering. Opaque strategies. Data-led decision making. In hotels and hospitality-led businesses, these tools and habits have been embedded for years. In experiences, many operators are only starting to adopt them at scale.

That’s what makes my approach different: I bring the commercial sophistication and systems thinking of hospitality back into the experiences world — in a way that is practical, operator-friendly, and grounded in the reality of running a tour or attraction.

And ultimately, after gaining that edge, I realised something clearly: I wanted to come back to experiences. This is where I feel most at home, and where I believe the biggest opportunity exists. Ultimately, we do believe that this is the best part of travel.

Boutique, hands-on, and built on partnerships

Tour Growth Partners is intentionally boutique. I work closely with a small number of operators and attractions, acting as an extension of their team — not a distant consultant. Depending on what you need, that can include:

• Commercial strategy and growth planning

• Business development and partnership building

• Distribution strategy and channel optimisation

• Expansion planning (new markets, new segments, new partners)

•  Additional revenue streams and upsell strategy

• Event and industry representation to open doors and build momentum

My focus is always the same: clarity, execution, and results — without losing the character of your brand and product.

Global perspective, grounded in reality

I've lived and worked in six different countries and speak three languages fluenty. That international background helps me see growth from a wider lens: how different markets behave, how cultural nuances impact partnerships, and how to position a product so it resonates beyond its home market.

But global perspective only matters if it works in practice. I care about what happens on the ground: the guest experience, operational constraints, team capabilities, and the day-to-day decisions that drive revenue.

Why we do this

I believe the tours, activities, and attractions sector is entering a new era — one where operators who adopt smarter commercial strategies, stronger partnerships, and better distribution will outperform, while still keeping their authenticity.

Our role is to help you do exactly that: grow with intention, build partnerships that matter, and unlock your commercial potential — while staying true to what makes your experiences exceptional.

Unique value proposition

I offer a boutique, highly personal advisory approach, shaped by having operated across almost every side of the travel and experiences industry. My work is grounded in execution, relationships, and an ability to adapt quickly to different markets, cultures, and business models — always with your specific goals as the reference point.

That perspective comes from a combination of global experience, formal expertise, and hands-on delivery, including:

• Lived in 10 cities across 6 countries, with companies launched and managed in 7 international markets

• Fluent in three languages, enabling direct, nuanced engagement with partners and teams across borders

• Master’s Degree in Tourism Marketing & Revenue Management, paired with real-world commercial leadership

• Hundreds of tours launched and hundreds of guides trained, from early-stage products to scaled operations

• Successfully opened and structured companies in multiple countries, navigating local regulation, hiring, and go-to-market strategy

• Two industry awards won single-handedly, based on measurable performance and commercial impact

My work is intentionally curated and relationship-led.

I don’t sell hours — I deliver outcomes. While traditional consultants operate within rigid contracts and fixed availability, I stay present, responsive, and deeply involved, acting as an embedded partner who moves at the speed of your business and is fully aligned with your goals.