Naomi Farrelly Tourism Marketing Consultant, Trainer, Mentor


Tourism marketer, problem solver, travel lover, creative thinker, teacher and trainer.

MY MISSION – to make tourism marketing simple!

I’m on a mission to help tourism destinations and businesses create amazing experiences for their visitors – to develop products that travellers love! I also want to teach these amazing products how to market effectively, online and offline, to grow profitable, sustainable destinations and businesses.

Like so many small business owners, tourism operators are often so busy working in their busy that they don’t have time to work on it and when they do, they are overwhelmed by where to start! Target markets, distribution channels, product development, marketing plans, packaging, website, social media, online reputation management – where to begin! That’s where I can help.

My goal is to make it simple – to help you navigate the world of marketing and make your tourism business shine!

Let me simplify the process for you, whether you need;

I can help.


I’m a tertiary qualified tourism marketing and communications professional with experience working with local and federal government and Australian tourism products. I have an extensive knowledge of the tourism industry and, as a qualified trainer, I am passionate about educating industry, sharing my knowledge and helping tourism businesses to grow.

After finishing university, I started my tourism journey with an internship with Port Stephens Tourism. Three years later I needed a bigger challenge. I moved to the big smoke and took on a role in the International Sales Team with Peppers Retreats and Resorts, managing relationships with key domestic travel trade, inbound tour operators and international wholesalers.

Then my dream job came along at Tourism Australia. Over 5 years I worked with the international offices, building knowledge on international travellers from all markets, oversaw activities on a global scale for the backpacker and education market and rolled out a program to support agents in markets like Eastern Europe, Russia and South America, where Tourism Australia doesn’t market.

My final role with Tourism Australia was my favourite, working with the Australia Industry, managing the distribution of all the information and opportunities that Tourism Australia has and delivering it to industry so that they could use to improve their businesses and deliver better experiences to their customers. To assist industry I developed a number of guides including “Planning for Inbound Success” and the “Australia Experiences Industry Toolkit”, which are still available today (check them out!)

I was also the Vice Chair of YATEC NSW, where I was instrumental in the initial development and coordination of the YATEC mentoring program (now the YATEC Development Program), an educational program designed to motivate, inspire and provide newer industry members a professional platform to develop essential business knowledge and networks.

In 2010, I moved back to where it all began, Port Stephens, to raise my family. I wanted to share my experience, knowledge and passion for tourism and use it to educate, support and guide tourism business and help them to market more effectively. Lighthouse Tourism was born!

The experience of working with Naomi was fantastic, simple and easy. She is a person who throws herself into a role with lots or passion and enthusiasm.

Candice ScharkieNSW Business Chamber, Tourism Industry Division