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Knowledge Bank - Amanda Shepherd - FTMI

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Personal Details

Name:Amanda Shepherd - FTMI
Email:Via Hon Sec: secretary@tmi.org.uk

Current Roles and Responsibilities

Job Title:Director
Organisation:Blue Sail


I am a director of a destination consultancy – helping tourism destinations (regions, cities, towns, national parks, attractions, museums) and partnerships with their development, organisation and marketing. Most of our work is in the UK but we are also working increasingly in the Republic of Ireland too.

Key roles: Directing projects, market analysis, research, developing strategies, marketing planning, facilitating interactive workshops (internal teams, board away days, stakeholder events etc), developing ‘Shared Stories’ for destinations

Amanda is a Fellow of TMI, has served as President, and as Chair of Communications.


Destination marketing, Strategy/Policy, Destination development, Research

Experience and Expertise


Examples of projects:

Kent branding strategy: Working for the DMO Visit Kent, we developed a branding strategy to reposition Kent as a visitor destination. The work included running interactive stakeholder workshops to ensure engagement.

Future of Tourism on Scilly: Blue Sail carried out a root-and-branch study into the visitor economy on the Isles of Scilly. I led our work on branding and marketing, including market research into visitors and non-visitors

Shared Stories: I am currently leading Blue Sail’s Shared Story work for a number of major destinations in South West Ireland, for national tourism development agency Fáilte Ireland. We are working with tourism businesses and other agencies to agree a series of ‘Shared Stories’ that will inform long-term product development and marketing.

Cultural Tourism: We have been working with 5 large Museums in South West England to advise on attracting cultural tourists – in terms of the offer and the marketing.


Consultations, Branding, Destination strategy, Partnerships, Product development, Research

Willing to Share

  • By email
  • As speaker at conferences/workshops
  • By contributing to case study development
  • Contact via TMI Hon Sec