Building a multimillion-pound tourism enterprise — In this inspiring conversation, Freda Newton, owner of Loch Ness by Jacobite, shares how she transformed a small tour operator into one of Scotland’s best-loved attractions. We talk scaling a seasonal business, creating world-class visitor experiences, diversifying with new venues and products, leading through uncertainty, and putting people and place at the heart of growth. Practical, upbeat and full of lessons for founders in tourism and beyond.

You’ll learn

• How to scale a seasonal, weather-dependent business without losing service quality
• What “world-class” guest experience looks like in practice (and how to operationalise it)
• Smart diversification plays that deepen brand and revenue
• Freda’s leadership lessons from two decades at the helm