Working with tourist attractions, the focus is on two things: getting new attractions open with confidence, and helping existing ones lift performance, all whilst delivering an amazing experience.
Whether it's building the operational foundations for a brand new venue or identifying the gaps holding an established attraction back, the work is practical, hands-on and tailored to the realities of the industry. Alongside direct and sub-consulting expertise, I have developed operational readiness tools so that teams are equipped to plan, manage and improve on their own terms, long after the engagement ends.
Opening an attraction
A few examples of the tools in the toolkit, covering what needs to happen and when, the documents you need to run, and the numbers it all has to deliver.
01 · Plan
Building an opening plan from scratch can take months. This one builds itself around your attraction in minutes. A live project plan built around your attraction, with hundreds of workstreams and actions sequenced and timed back from your opening date, so your team knows what needs to happen and when. Practical tips from real openings sit throughout, and the plan stays yours to update, assign and export.
02 · Document
Documents are the foundation for success. They set the standard, keep people safe and give your team the confidence to deliver. The challenge is often knowing which ones you need, and where to start. A few questions about your attraction build a register around you: the core documents every attraction needs, plus modules that only appear when they apply, like animal care, rides or natural areas. Mark where each one comes from, whether that's new, head office or a contractor, then export a fully formatted register ready to assign owners, track drafts and manage approvals.
03 · Fund
A complete financial operating model, tailored to your site. A pre-opening budget shows the funding you need before the doors open, and the five-year view forecasts growth, break-even and the path to payback. Attendance, pricing, staffing and onboarding all flow into one live model, with practical commentary and benchmarks on every line.
Visitor experience
Most attractions tell visitors what they have. The good ones tell them what they'll feel. It's a repeatable framework for designing visitor experiences that people remember, used to plan new attractions, refresh established ones, and turn good visits into great ones.
Some attractions need the full picture. Some just need to sharpen one part of it. Pick what you need.
01 · Visitor Journey & Experience Plan
Who comes, what they want, and how they experience your attraction from the moment they first hear about you to long after they leave, with accessibility and inclusion built into every phase.
02 · Story Strategy
What stories are told, how they are told, who tells them and how deeply visitors can engage, so every sign, staff interaction and tour shares one coherent thread.
03 · Commercial Strategy
The commercial model, pricing, product mix and revenue modelling, built with my Commercial Strategy tool so great experiences also pay their way.
See it in practice: Twelve Apostles case study
Commercial insight
Pricing decisions are only as good as the market evidence behind them. Australia-wide benchmarking that shows how attractions are pricing and selling: admission, family tickets, age bands, add-ons, booking fees and the journey from booking to arrival.
It comes as a report plus a working session, focused on what the findings mean for your project, pricing or business case. It can also be presented to teams, boards and conferences.