Sue Crossman

Senior Consultant, Scotland

Sue CrossmanExperience

Sue Crossman has over 30 years of experience working in the tourism and hospitality sector. Her original focus was on sales and marketing in a luxury, international hotel and golf resort but she moved on to a boutique consultancy, remaining there for some 19 years becoming a director and shareholder. There she has built up considerable experience in a range of linked industry sectors: heritage and cultural tourism, attractions, business and leisure events, rural and outdoor tourism and food and drink. Projects include marketing plans, business plans and feasibility studies, development strategies for destinations and new products, and the authorship of case studies to identify best practice.

Over the last ten years, she has continued with consultancy as an independent and undertaken many project management roles, leading teams and industry groups to develop and roll-out initiatives in business tourism, a heritage event, a new digital visitor experience, developed and delivered a destination-wide campaign aimed at the youth market and in 2019/2020, a collaborative campaign for the off-season in Edinburgh centred on cultural tourism.

Clients have included economic and tourism development agencies including Scottish Enterprise, VisitScotland, VisitEngland, Creative Scotland plus local authorities and trusts.

Core skills and qualifications

Sue’s skills include stimulating innovation and collaboration, marketing, policy and strategy, sustainable growth, destination development and encouraging adoption of technology and data. She is regularly involved in stakeholder and other forms of consultation using a variety of techniques and is called upon to facilitate workshops. She is interested in big data, research and intelligence.

She holds a BSc in Hotel and Catering from the University of Surrey and is a Fellow of the Tourism Society.


Specialist areas include destination development and visitor experience, heritage and cultural tourism, events, business tourism, agri-tourism, outdoor leisure including walking and cycling and the development of food and drink experiences.