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About me: Rebecca Armstrong

For me, people and communities are at the heart of tourism. I love to work on projects that make a positive difference to the livelihoods and wellbeing of local residents, workers and businesses, create thriving destinations and provide visitors with special and memorable experiences. So my consultancy work focuses mainly on addressing the social and economic impacts of tourism, at both industry and destination level. You can read more about the broad range of projects I’ve worked on here.

I really enjoy the practical nature of working in tourism and sustainability, while still putting to good use the skills I gained in my previous career as a lawyer. I can work through a lot of information to get quickly to the heart of the issue and make it relevant – whether I’m researching, reporting, advising, writing or working for change.

I’m a ‘people person’, and working with many different individuals, organisations and clients at all levels of management throughout my career has made me a good listener and communicator. I’m adaptable and a fast learner. I like to be organised and focus on getting things done effectively, on time and on budget. I also speak French to a good level as well as intermediate Welsh.

My background: I was a lawyer for a number of years before leaving in 2008 to pursue a career in responsible tourism. I’d grown up helping out with the family business – a smallholding with holiday cottages in West Wales coupled with a tourism consultancy on disability access – so my career change felt a bit like ‘coming home’, and I’ve never looked back! I started by taking the MSc in Responsible Tourism Management at the International Centre for Responsible Tourism, where I researched the conditions for success of community-based tourism enterprises. I graduated with a Distinction and have been working as an independent sustainability consultant ever since.


We love working with Rebecca; she’s responsive, versatile and flexible. She takes the time to understand what we are looking for and delivers high quality work.

Salli Felton, CEO, The Travel Foundation

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