About us
Our Approach
At Saltwater Solutions, we have a global perspective on tourism, particularly island tourism. Drawing on a wide range of academic and industry resources and connections, we have our fingers on the pulse of the tourism, near and far. Our superpower is assessing global tourism trends, challenges, opportunities and best practices — and applying them in a local context.
How are islands dealing with the tourism impacts of COVID-19? What are the success factors for experiential tourism? What services are most important to travelling couples? How is quality service defined in certain segments of the industry? The answers to these and a myriad of other questions feed strategic plans to give destinations and individual operators an edge in today’s increasingly competitive tourism industry.
Saltwater Solutions marries this deep understanding of global island tourism opportunities and challenges with decades of public relations and communications expertise. Whether you need market information, perspectives on your destination’s or operation’s strength within the industry, insights into new and exciting global developments globally, or intriguing brand content we help create value and spur growth.
Looking to add freshness and energy to your tourism destination, operation or product? Don’t delay – get Saltwater Solutions working for you today.
Hi. I’m Louise:
Louise Campbell, MAIS, BPR
I suppose you could call me a late bloomer. It took me quite a while to figure out what I wanted to be when I grew up – longer than it took me to grow up, in fact. But then suddenly, it hit like a lightning bolt. I wanted to be a seller of sorts. While I had no interest in or aptitude for selling widgets of any stripe, I was keen on pitching ideas using the power of words.
Armed with this career aspiration, I first entered the halls of higher learning at the ripe old age of 30. Four years later, equipped with a Bachelor of Public Relations degree from Mount Saint Vincent University in Halifax, I was ready to sell ideas – to inform, to educate, to change minds, to entertain. Since then, my career path has taken me through communications, consultation, journalism, research and technical writing, much of it through the Canadian federal public service.
As a sideline, I operated Louise Campbell Wordsmith, a freelance business meeting the writing, editing, and research needs of a variety of government, corporate, and not-for-profit clients. Along the way, I partnered with several organizations to serve their clients.
It wasn’t until I was heading into retirement (remember what I said about being a late bloomer?) that I realized there was a way to capitalize on my lifelong love for both islands and travel. And that’s when my journey took a fun twist. I have since earned a Master of Arts in Island Studies (Island Tourism specialty). Through the program, I developed strong analytical, research, and management skills, and gained a firm understanding of the specific challenges and opportunities associated with tourism in both warm- and cold-water islands.
Today, with eight years of freelance writing and a 30-year public service career to my credit and armed with my communications and island tourism expertise, I am ready to bolster the efforts of local, national and international tourism organizations and operators gain traction in the burgeoning and ever-competitive island tourism industry.
Contact me today to learn more about my passion and how you can use it to your advantage.
How we’re different
We marry more than two decades of public relations, research and writing with a solid knowledge and understanding of tourism on islands and in other remote locations.
We recognize that while “islandness” is the domain of islanders, it is a huge drawing card for those looking to get away from it all; the insularity of islands provides security in times of global crises.
We know how to use culture in a destination’s marketing mix without commodifying it beyond recognition.
We have our finger on the pulse of trends and best practices relating to tourism and islands, including pandemic recovery strategies such as digital nomadism.
What we’re built on
Mission:
Mine local, domestic and global tourism information and insights on behalf of tourism destinations and operators to feed their growth strategies.
Vision:
Client products, services and approaches are based on accurate and up-to-the-minute research and perspectives on tourism development, trends, opportunities and innovations.
Values:
- Integrity
- Commitment
- Respect
- Passion
- Excellence
- Innovation
Louise is an impeccable researcher, designing and executing her research projects with creativity, skill, and professionalism. She has an amazing ability to take complex material and synthesize it for various audiences, whether it be a conference presentation, an academic paper, a report for policymakers, or a newsletter article. Her work is always done to the highest professional standard – something you would like to see (but don’t always) in all master’s-level work.
Louise’s interest in island tourism stems from an insatiable curiosity about the world, and how tourism works on our island and on others. Always eager to learn from other places, Louise is able to research various topics in various locales, and then bring the lessons back home. One such example is her deep dive into what drives successful tourism in Iceland; this became the subject of a paper she presented at an international Island Studies conference in Aruba last year. Her two ‘work-study placements’ focused on creating opportunities for literary tourism on PEI and an analysis of customer satisfaction in equine tourism.
Whatever Louise undertakes is done to the highest standard – and all with good humour. I have the deepest confidence that this will apply to her new business, Saltwater Solutions, too.