Where strategy meets sparkle
Hiyi! My name’s Genevieve, and I’m a travel and tourism copywriter and coach based in Shetland (a wind-swept archipelago nestling between the North Sea and the Atlantic Ocean). I live in Lerwick with my family and ever-growing collection of Fair Isle jumpers.
You don’t have to live in Shetland for us to work together though. My clients come from all over the world, from London to Lake Bunyoni.
Wherever you are in the world, you’ll find that working with me is simple, fun and – most importantly – gets you great results.
More than a copywriter
I’m not just a wordy birdy. I’m also a Business Gateway Advisor – which means I bring solid experience in tourism business strategy and growth to every client project I work on.
In 2025, I was beyond chuffed to be nominated for a Business Gateway Recognition Award – a nomination made by the very businesses I’ve supported. It means a lot to know that my advice has made a lasting difference to people building brilliant things.
I’ve helped:
sustainable travel brands find their voice
boutique accommodation providers stand out in crowded marketplaces
cultural tourism businesses increase their online conversions
local tour guides and DMCs build powerful, personality-packed content strategies
Oh, and I’m also the host of Tour Pro Talks, a bi-weekly LinkedIn Live series, where I chat with tour professionals from all over the world. These conversations keep me right at the cutting edge of global travel trends – from shifting guest expectations to what’s next in sustainable tourism.
Want to see what’s trending in travel? Come join the conversation on LinkedIn or catch the replays. I’d love to see you there.
Born to roam. Hired to write.
If you’re looking for someone who gets travel, you’re in the right place.
I fell for it early – the freedom, the stories, the everything. Teaching English became my passport to the world, and I spent four glorious years living in Hungary and Romania, taking off on budget adventures across Europe whenever I had more than three days off. (You know that itchy foot thing? I had it bad.)
Eventually, I felt the tug to put down roots and come home to Scotland.
I spent the next decade in publishing, writing books for English learners – and whether your guests are fluent or not, writing crystal-clear copy that cuts through language barriers is a huge plus in this international industry.
My first taste of travel copy came when I started blogging about Shetland – giving something back to the place that had nurtured me, and sharing insider stories with readers all over the world.
And that’s where things really clicked. I realised I loved helping people like you – people who run amazing tourism businesses – to put your personality on the page and get your dream customers booking.
Since retraining as a copywriter, I’ve worked with travel, tourism and hospitality businesses around the globe – from short-term rental owners to luxury cruise companies.
If you want copy that connects with your people, that shows off what makes your place irresistible, and that gets bookings flowing, you’re in the right hands.
A hidden-gem free zone
Ever stumbled across a beautiful travel website – full of swoon-worthy photos, elegant fonts, maybe even a video drone shot – only to discover the copy reads like it’s been copied and pasted from a 2003 Lonely Planet guide… by a robot?
You know what I’m talking about. “Nestled in the heart of…” [shudder] “…a hidden gem offering breathtaking views and unforgettable experiences.” [slips into coma]
Where’s the flavour? The personality? The actual information?
Here’s the thing: good copy doesn’t just describe your service. It makes your dream customer laugh, nod, plan, book. It says “we know exactly what you’re craving, come and get it right here.”
When you invest in clear, charming, you-shaped words – the kind that could only have come from someone who knows your destination and your people – you instantly set yourself apart from the noise.
That’s where I come in.
I help travel, tourism and hospitality businesses swap bland n’ beige content for warm, witty, wildly persuasive words.
Whether you run a family-run eco lodge on the west coast of Ireland or a walking tour through the backstreets of Thessaloniki, I’ll help you sound irresistible and unmistakably you.
Because generic gets scrolled past. Good stories? They get booked.
From first 'hello' to final draft.
My clients don’t just come back because the copy works (though it does).
They come back because I make the whole process easy — and even (dare I say it) fun.
I’m responsive. I listen. I keep things clear. No jargon, no faff, no ghosting.
Here’s what it looks like when we work together:
- You get in touch and tell me what you need.
- I do some initial digging, then send over a clear, detailed proposal with a quote.
- You fill in a short briefing doc — or we hop on a call if you’d rather talk it out.
- We agree a timeline, and I get cracking.
- You get sparkling copy that reflects you, wins trust, and helps you hit your goals.
Ready to make your copy work harder?
"...really useful tips for improving listing titles, descriptions and more."
I had great feedback from the training from my members and felt really inspired myself.
"...very relaxed but very focussed and efficient at the same time."
I hoped the session would give me some concrete actions to put into practice and that is exactly what it did. I did feel like marketing my business was a necessary evil but had no enthusiasm for it. After speaking with Genevieve I felt quite excited about it!
I would strongly recommend a session with Genevieve, even if you think you’re doing everything right. She will definitely have something to suggest that will give you an edge.
“My new tour descriptions totally nail the benefits of taking time out in nature.”
Thanks to Genevieve, it’s now easy for visitors to my site to see the benefits of a trip to my croft. My new tour descriptions now totally nail the benefits of taking time out in nature, something which was missing before.
Genevieve is friendly, approachable and went out of her way to find out about me and my business. As a result, the words on my website sound like me. Highly recommended!
Keep In Touch
If you’d like to hear more from me, join Club Campion. You’ll get:
- travel and tourism industry insights
- industry specific copywriting tips
- the odd story about life in the UK’s most northerly archipelago
Want to work with me? Apply here:
Tell me what you need. Please include a link to your website (if you have one) and your socials.