Saltwater Solutions · Island Tourism Consulting
Serving Up Local
Using Culture and Islandness in Tourism Marketing
The cultural tourist isn't looking for your island ... they're looking for the stories only your island can tell.
Serving Up Local is a 10-module professional development course designed for tourism operators, destination marketers, and island communities who want to attract high-value cultural visitors — and build tourism that strengthens culture rather than eroding it.
A glimpse inside Serving Up Local
Watch the course introduction, then see the kind of destination thinking this framework unlocks.
Seen enough ... Founder pricing ends August 31
Designed for Island Tourism Professionals
You know your island has something real to offer. But you're not sure how to name it, frame it, or get it in front of the visitors who would value it most. This course is built to solve exactly that.
Accommodation & Experience Owners
Destination Management Organisations
Tourism Associations & Networks
Tourism & Hospitality Educators
Island Government Tourism Bodies
Cultural Heritage Organizations
Owner, Saltwater Solutions
Built by someone who knows island tourism from the inside
Louise Campbell has spent her career at the intersection of island identity and tourism strategy. With a BA in Public Relations and a Master's in Island Studies, she brings a rare combination of academic rigour and on-the-ground practicality to everything she teaches.
Saltwater Solutions — her Charlottetown-based consultancy — works with island communities to build tourism that's commercially strong and culturally honest.
Global perspective. Local application.
Trusted by Island Tourism Professionals
Louise exhibited one of the highest levels of productivity I have seen from a colleague. Her upbeat personality and engaging personal style enable her to interact effectively with people of all types.
Louise has an amazing ability to take complex material and synthesize it for various audiences. Louise's interest in island tourism stems from an insatiable curiosity about the world, and how tourism works on our island and on others.
I have had the pleasure of working in partnership with Louise Campbell on a number of high-level client projects spanning multiple sectors including tourism. The caliber of Louise's work is simply outstanding. She defines excellence every time.
Ten Modules. A Complete Framework.
Island Tourism
Why islandness is your single greatest competitive advantage and the foundations every island destination builds on.
What Is Culture?
A practical working definition and the core aspects and key components that shape every culture — including yours.
What Is Islandness?
The concept that makes islands fundamentally different. Shaping forces, branding pillars, and how your constraints become marketing strengths.
Cultural Tourism
A $40B+ global market. Why islands are perfectly positioned to capture it.
The Cultural Tourist Profile
Demographics, psychographics, and sub-types. Specificity converts.
Authenticity & Ethics
The commodification trap, free prior informed consent, and the ethics framework that protects your culture and your credibility.
Expanding Cultural Tourism
Place-based vs. attractions-based strategy. Case studies from Vancouver Island, Cape Breton, and Penang.
Your Island's Cultural DNA
A systematic inventory of every cultural asset in your destination, rated on authenticity, potential, readiness, and community consent.
Add a Cultural Lens
A practical toolkit for reaching cultural visitors: brand identity, content strategy, experience design, and advance communication.
Your 30-Day Action Plan
A concrete, phased action plan you can start the day you finish the course. Day-by-day tasks, 90-day success markers, and templates.
Everything You Need to Get Started
Video Lessons
On-demand video content you can watch at your own pace, from foundational theory to applied strategy.
Companion Workbooks
Downloadable workbooks with reflection exercises and structured tools to apply each module to your own destination.
Cultural DNA Map
A systematic inventory framework — the foundation for every strategy and product you'll build.
30-Day Action Plan
Day-by-day tasks across three phases, plus 90-day success markers and templates for your key documents.
Cultural Tourism Checklist
12 must-check boxes across brand, content, experience, and communications before you go live.
Real Island Case Studies
The framework in action: PEI, Vancouver Island, Cape Breton, Penang, Cuba, St. Kitts, and others.
"Your island's uniqueness is not a constraint to work around. It is the thing the whole world is looking for."
— Serving Up Local, Module 10
Ready to Serve Up Local?
Enrol before August 31 at our Founder price and leave with a Cultural DNA Map, a Brand Identity Statement, and a 30-day action plan you can start the next day.
Serving Up Local
Regular price $397 USD
- All 10 video modules
- 10 companion workbooks
- Cultural DNA Map framework
- 30-Day Action Plan
- Cultural Tourism Checklist
- Real island case studies
- Lifetime access
After August 31, the course returns to its regular price of $397 USD.
One-time payment · Stripe accepted
Frequently Asked Questions
Who is this course designed for?
Tourism operators, destination marketers, DMOs, tourism associations, government tourism bodies, and hospitality educators working in island destinations anywhere in the world.
How long does the course take?
Each of the 10 modules includes a short video lesson and a companion workbook. Most students complete the course over 2–3 weeks, though you have lifetime access to go at your own pace.
Do I need prior knowledge of cultural tourism?
No. The course builds from the ground up — Modules 1–6 lay the conceptual foundations before moving into applied strategy in Modules 7–10.
What do I walk away with?
A completed Cultural DNA Map for your destination, a Brand Identity Statement, and a 30-Day Action Plan you can start the next day.
Is this relevant outside of PEI?
Absolutely. The framework draws on island case studies worldwide — Vancouver Island, Cape Breton, Penang, Cuba, St. Kitts, and others — and is designed to apply to any island destination.
What currency are prices in?
All prices are in USD.
Ready to Serve Up Local?
Founder pricing ends August 31. Lock in $197 and start building a cultural tourism strategy your destination can be proud of.