The Long Run is the world’s largest group of nature-based tourism businesses. During my eight years as Communications Lead, I grew the charity’s audience by over 400% through a brand refresh, new website development, launching events such as the Virtual Impact Show, hosting public webinars, speaking and running workshops at events like Pure, and introducing a new membership category for Travel Businesses. During this time, I also wrote an annual Impact Report, published a member magazine, facilitated annual and regional events, and led technical onsite visits.

Wildlife Heritage Areas, founded by World Animal Protection and the World Cetacean Alliance, offers a new platform and supportive programme for community-led wildlife experiences. As part of the founding team, I was responsible for designing the programme, establishing rigorous standards for cultural heritage, responsible tourism, human-wildlife coexistence, and effective governance, developing the online experience, and recruiting and supporting potential Areas. At launch in 2023, Wildlife Heritage Areas received over 150 press mentions, eight new Areas, and exceeded client expectations.

In an industry first, I worked with the production team at Tyrone Productions to drip-feed sustainability messages throughout a series aired on RTÉ One following travel writer Manchán Magan across Europe by train. Messages included overtourism and comparable carbon emissions for each leg. To celebrate the broadcast, I also joined Manchán on a podcast about our work - listen here.

Weald to Waves is an ambitious nature restoration project linking 100 miles of wildlife and habitat in Sussex. Committed to positive outcomes for people as well as nature, the team are exploring the socio-economic benefits of nature restoration. I supported this work with a feasibility study for regenerative tourism across the wildlife corridor, and the development of a 100 Mile Classroom outdoor education concept. The project involved stakeholder interviews, bringing funding proposals to life, and understanding local priorities.

While planning a groundbreaking new publication showcasing the best local experiences in the UK, the editorial team at Loupe asked me to help shape a sustainability content strategy. This involved understanding the project's vision, conducting a two-hour workshop to establish short-term, mid-term, and long-term actions, and creating a sustainability guide to ensure consistency across the team.

I have worked with the tourism industry’s leading event providers to deliver workshops and talks on a range of sustainability topics from DEI to nature restoration. Highlights include delivering a workshop on sustainability storytelling to over 100 delegates at LATA Expo, curating several sustainability panels at the annual ATN event, presenting a sustainability masterclass at Pure, and participating in multiple panels at ITB.

During my time with The Long Run, I supported members (the world's leading nature-based tourism businesses) in developing sustainability plans that spanned Conservation, Community, Culture, and Commerce. This involved three-day workshops with teams and stakeholders to identify existing initiatives, priorities, and develop an action plan. I have led this work for everyone from hotels to tour operators and agents.

I work with multiple clients on bespoke content, including web pages, brochures, ghostwritten social media posts, Substacks, and blogs. Rather than simply writing to a brief, I often work with clients to identify the best content themes and ideas, ensuring it's credible and authentic. Highlights include blog posts for Travalyst, web content for The Long Run, interviews for Much Better Adventures, and blog posts for Canopy & Stars.