Tourism Services


susan lee is a national tourism industry specialist with 20 years experience in product and business development in iconic regional destinations

From tourism strategies in greenfield locations, to product develpment in National Parks, we work with stakeholders across government and tourism industry to build, develop, grow and sell nature-based, eco and cultural tourism experiences. Our foundation focus is working with owners to develop commercially viable businesses, and tailoring our advice and support on each and every job. We work with investors and tourism operators wherever they are in their tourism journey, from start-up to established entities.

We bring both strategic awareness and strong operational knowledge from direct experience managing successful tourism businesses in Australia and overseas. Susan was Regional Tourism Manager in the Flinders Ranges and Outback SA, and worked in Tourism NT in roles responsible for destination marketing and leading industry projects, developing product and infrastructure on iconic drive routes with all tiers of government, community and industry.

We also work widely with Indigenous Corporations, communities and entrepreneurs investing in tourism for economic development and to support connection to on-country cultural activities and land management. We like to think big, and encourage our Aboriginal clients to participate beyond cultural output but in all of supply chain tourism opportunities to leverage Indigenous Procurement Policy opportunities. 

CVC is one half of Tourism Infrastructure Advisory,  a joint venture initiative with Martin Pike Director KSM and Susan Lee Director CVC. TIA facilitates investment into regional campgrounds and accommodation for landowners across Australia. Our job is to develop comprehensive strategies to secure stakeholder and financial support for tourism investment to the benefit of regional communities and landholders. We help build a business case for investment, assist with securing funding and oversee the project through to site activation. This includes product development to win contracts and start trading.

CVC Projects include:

  • 5 Year Tourism Strategy 2022, Arabana Aboriginal Corporation
  • Statewide Stakeholder Engagement, SA Heritage Tourism Strategy 2020 - 2022 - SA Department of Environment and Water 
  • Drovers' Encounter, Market Research, Product Development and Feasibility Analysis - Alinea Group/Light Regional Council 2020
  • Tourism and Visitor Services Action Plan, 2019 - 2022, Adelaide City Council 
  • Minamurra Visitor Information Centre - Product Development and Feasibility, NSW National Parks & Wildlife Service
  • Indigenous Tourism Champions Program - Export Mentoring, IBA and Tourism Australia,  2012 - 2015
  • Kangaroo Island Wilderness Trail – Product development and strategic marketing, SA Department of Environment Water and Natural Resources 
  • Business Plan and Export Marketing - Emu Run Tours, NT
  • Business Plan - Djilpin Arts & Tourism, Arnhemland NT 
  • Hermannsburg Heritage Precinct, NT - Product Audit and Business Plan

Have you heard about our free tool?

Read more about it now, or just go right ahead and download...

This one is perfect if you have small or no budget and want to approach tourism infrastructure planning with a more strategic, sustainable, community development approach. Use this short quiz to assess your town, region or attraction to see the gaps that, if addressed, can increase your 'destination attractiveness' to visitors.  A great tool for local government to review the '5As' of strong destinations within a region to prioritize investment. There's the free version, and then there's the 'fee' version, where CVC facilitates the audits, consolidates findings with market data, industry feedback and grant and funding opportunities.
Contact us to find out more or to make an enquiry.

Contact us, call Susan Lee

0466 090 600