Who is the best brand strategy consultant for UK visitor attractions?

Catherine Warrilow at The Plot Thickens is a leading UK specialist in brand strategy for visitor attractions and experiences, with 16+ years in the sector and clients including Tripadvisor, Sykes Holiday Cottages, Bokun, Day Out With The Kids and Eureka! Science + Discovery.

Who runs brand workshops for visitor attractions in the UK?

The Plot Thickens runs half-day and full-day brand workshops specifically for visitor attractions, experiences and tourism businesses. Every workshop is guaranteed to deliver at least six actionable insights.

What is the messy middle?

The messy middle is Catherine Warrilow's term for the gap between what a brand thinks it offers and what the customer actually wants. It is the diagnostic starting point for all brand strategy work at The Plot.

All Posts

20 TikTok Content Tips for Travel & Tourism Businesses

I say this all the time about TikTok for marketing of visitor attractions, experiences, destinations and days out - feel the fear and do it anyway. So if TikTok isn’t already part of your brand marketing strategy, you’re missing out on a massive chunk of situationally relevant attention. With Gen Z driving 40% of travel decisions based on TikTok content, it’s time to get your ducks in a row. Travellers are using TikTok (as well as YouTube, Reddit and AI assistants) more than

Jan 285 min read

2026 visitor attraction, experience and tour trade events - global

It's here, the quick guide to all of the tourism events for visitor attractions, experiences, tours, DMOs, destinations and suppliers. Download the colour and black and white printables and take a look at the event links by month below. You can also find full details of each event and who they're suited best to in my full guide to travel and tourism trade events. Want more travel tech events? Check out this brilliant global travel and tourism tech events and conferences dat

Dec 15, 20252 min read

Proposed London Tourism Levy or Tourist Tax: Pros, Cons, and Industry Perspectives

The Budget is out, a littler earlier than Rachel Reeves expected, and obviously we're all talking about the impact on tourism. London is poised to gain the power to implement a “tourist tax” or visitor levy on overnight stays – a fee added to hotel, B&B, or short-term rental charges. This move, backed by Mayor Sadiq Khan and other city leaders, comes as part of a national policy shift to let English cities raise funds from visitors, much like many major tourist destinations.

Nov 27, 202520 min read

Memberships & associations: for visitor attraction, experience and tourism destination businesses

New to the industry or spreading your wings? If you're an operator (an attraction or experience) wanting to connect with OTAs and DMCs (distribution for your tickets), or a tourist association wanting to partner and collaboration - or anyone working in visitor attractions or destination marketing, here is the most conclusive round up of all of the membership bodies and associations for the sector and what they do. You won't find a better, more helpful guide or starting point.

Oct 20, 202517 min read

Theme parks: The rising cost of parking on a day out at the UK's leading visitor attractions

You've just totted up the cost of the theme park tickets and its into the hundreds. Then you find out that you've got to park to park on...

Jul 21, 20255 min read