Tourism Business Adviser program 

registrations open for 2025

Fast-track the opening of your tourism business when you work with susan lee, The leading regional tourism expert, and author of Booked Out! How to Start and Grow a Successful Tourism Business, finalist in the 2024 Australian Business book awards. 

Starting a business can be overwhelming and takes a lot of coordinated effort and action. If you are in an Australian region well, the journey can be isolating and tough to get tailored help. Given the complexity of tourism, many people get lost and lose money and motivation, fast. Working with a tourism specialist will help overcome barriers, you will get the vital information you need sooner and keep your energy and motivation. Many people say an accountability partner helps them to get through the hard stages, provides a soundboard to ask questions, and get guidance on where focus your time and budget, to achieve your goal. 

Who is it for?

The Tourism Business Adviser program is for is for serious and established tourism entrepreneurs, anywhere in regional or remote Australia. If you have an internet connection, and thrive on self-guided learning with regular coaching contact, this will work for you. TBA is perfect for farmers, producers, accommodation operators, Indigenous landowners, private investors, artists or studio/gallery owners, wineries and micro brewers, museum attractions, tour operators, and people serious about diversifying income, attracting sales, and planning small capital builds or rennovations.  We work with you and bring a strong focus on conversation and communication, finding structure and frequency that works to keep momentum.  

What will I learn?

All programs start with setting a clear and achievable objective. This will be different for everyone.  It may be "I want to officially start trading in a new tourism business." Or, "I want to build new huts ready by next season." Or "I want to add a tourism/visitor income stream to an existing business"  

Working with Susan Lee you will:

• identify your main objective that we work towards by the end of the program
• develop a commercial business plan with timelines and a budget
• build a detailed marketing plan with target customers and steps to win bookings 
• learn to adjust so that your business is viable
• plan and implement the tourism marketing tools you really need, e.g. a brand, website, sales pipeline, and using social media channels to affect. 
• build a financial plan and budget to plan for future spend
• set prices for your products
• learn to build and sell an  'experience'
• manage customer reviews and public 'touchpoints' to protect your brand and improve customer service
• get access to a network of suppliers in graphic design, social media content, infrastructure, grant writers, website design and more.

What's included?

When you join the Tourism Business Adviser program you will recieve:

• a copy of Booked Out! How to Start and Grow a Regional Tourism Business
• a step-by-step package of worksheets, templates and resources 
• monthly coaching sessions, emails and calls with Susan Lee
• marketing and business templates, budgets and worksheets to use  
• introduction into our regional tourism networks nationally 
• support to brief and engage with graphic designers and contractors
• an optional business site-visit by Susan in your region
• promotion on our social media channels, to boost your brand and business profile
• built foundations for a sustained income stream in years to come
• we celebrate your launch party with you!

What does it cost?

The TBA program is a fixed fee for program of support. Fees can be discussed when we meet to discuss your tourism goals. Successful participants will need to have a budget to pay for marketing costs.

Apply now

In 300 words or less in the form below, tell us 

• Where do you currently work, and what skills do you have?
• What do you want to get out of this program?
• Why tourism? 
• What is your tourism business idea? 
• How do you learn best?
• If you are an organisation, are you using grant funding to apply? 

Next steps

We will review your application and  be in touch to schedule a time to meet for a strategy session, where you can ask any questions and we discuss all the essential elements for your success in this program.