Stories that connect. Words that work.
If you’ve ever felt lost for words when writing about your travel and tourism business, you’re in the right place, especially if what you offer is about more than just ticking off the sights.
I’m Genevieve, a Shetland-based copywriter and coach, and I can help you write clear, confident copy that sounds like you and speaks to your dream guests.
Not just a wordy birdy.
Sure, I write words that work. But I also think like a strategist and guide like a teacher (well I was one for 20 years!). As a Business Gateway advisor and award-nominated coach, I can help you write strategic, story-led copy that supports your business goals, not just words that fill space on a page.
Through Tour Pro Talks (my regular interviews with travel industry pros) I stay close to the latest guest trends and shifts. So the copy we create together will reflect your voice and speak to what your audience is craving.
Born to roam. Rooted in story.
Before I ever knew what ‘deep travel’ was, I found myself living it: three years in a small Hungarian town, where connection came through chats with my students and market-day language lessons. That’s when I first understood: meaningful travel isn’t about how far you go, it’s about how deeply you connect with a place and its people.
If you create these kinds of meaningful experiences for your guests, you’ll understand why I care so much about helping travel businesses tell their stories. That’s what I help you express: not just what you offer, but why it matters.
I do this with honest, story-led writing that sounds like you and speaks to the kind of guests who’ll appreciate what you offer.
Who I help.
Sustainable travel brands ready to stand out
Boutique stays that create memorable experiences, not just comfortable beds
Cultural tourism ventures with a story to tell
Guides and DMCs who specialise in meaningful, transformative travel
I meet you wherever you are in your messaging journey and help you find the words that connect with travellers who truly get what you do.
From first 'hullo' to final draft.
Want me to write for you? Or would you rather build your skills with a supportive copy coach (me!) egging you on?
"...more interaction on posts, more website enquiries, and better customer responses."
It was like Genevieve flicked a switch in me and allowed my own words to flow. I could finally share my stories and add my own sense of humour to my blogs and social media posts.
Her coaching style is relaxed and approachable, which helped me find my own voice while keeping things tight and relevant to the subject. Since updating the copy, I’ve noticed more interaction on posts, more website enquiries, and better customer responses.
"...people are already booking ahead for next year."
We knew Genevieve White had a great reputation for producing excellent creative copy so we got her onboard. It was well worth it.
Genevieve was a pleasure to work with being approachable and professional at the same time. After our first session we knew we were in good hands.
It has lifted our website from what would have been quite lifeless into something we are proud to have on the internet. Bookings are steadily coming in for this year and people are already booking ahead for next year.
“...my best engagement levels in quite some time."
I’ve already implemented 3 of Genevieve’s ideas and had my best engagement levels in quite some time. The reach of one of these posts led to an industry influencer getting in touch with me which really boosted my confidence. And I’ve sold tickets to 3 of the 6 events so far with 2 weeks still to go. I’ve also had an enquiry about working with an organisation next year on a pipeline project they have..
So it’s been a delight to work with Genevieve both in terms of the support and insight but importantly – and it’s why we do it – the results I’ve achieved in a short space of time.
Join the club.
Fancy a Shetland pen pal?
Become part of my inner circle and get regular emails with:
- insights into storytelling and strategy for travel businesses
- copywriting lessons I’ve learned the hard way (so you don’t have to)
- unfiltered tales from my chaotic family life on the UK’s most northerly archipelago