Hey mate!

It’s nice to meet you.

I used to chase ‘bucket list experiences’ – now I want to be without phone signal.

My journey to being a responsible travel advocate wasn’t a clear-cut one, and I think this applies to the majority of travellers. I used to be guilty of ticking off all the ‘must-do spots’ mixed with some ‘hidden gems’ that have been going viral for months. That was until I started working in the industry in 2019…

I worked as a travel agent & tour photographer in New Zealand, a country so famous for its landscapes, rich Māori culture and adventure activities – and realised that everyone was doing the exact same thing. So, I started a travel blog, sharing travel itineraries of lesser-known corners, mind-boggling hikes and local foodie spots. It was the beginning of my love story with responsible, slow travel.

After returning in 2020 (we all know why…), I’ve pursued a master’s degree in Digital Marketing in Scotland, producing my thesis on the impact of destination marketing on sustainable visitor behaviour. My research got me my first full-time marketing position at a Scottish DMO. I wanted to play a part in rebuilding and reshaping the travel narrative post-pandemic.

In 2022, I felt like supporting a single organisation wasn’t enough and I started my freelance business. Since then, I’ve supported dozens of outdoor tour operators, wellness retreats, boutique stays & destinations in developing, launching and promoting their travel experiences.

Think we could work well together?

Discover my available services or drop me an email at hello@laraehmler.com.

What gets me really excited

  • Slow Travel

    With a background in travel sales, crafting itineraries that don’t just ‘tick boxes’ but rather uncover a place’s history, culture & spirit is what gets me more hyped up more than my daily flat whites.

  • Unique Experiences

    In today’s visitor landscape, collaboration is key. I love supporting businesses in developing unique experiences by collaborating with other operators, producers and organisations.

  • Educating Visitors

    Change starts with education – and education is best done through engaging, multifaceted storytelling that goes beyond reusing towels and flying less. It’s time to ditch the outdated ‘green’ travel narrative!

  • Making It Look Pretty

    “Here’s our new itinerary, can you make it look pretty?”. This is somewhat of a joke with my clients, but I love creating engaging designs that enhance your guest experience and help you communicate your big vision.

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Who I work with

  • Running a travel business often means wearing all the hats – from sales and marketing to guest experience and supplier management. I help you generate consistent leads, free up your time, and avoid juggling multiple agencies by acting as your strategic right hand.

    Services for you:

    • Sales funnel & booking journey optimisation

    • Marketing strategy & campaign support (SEO, email automation, content)

    • Guest journey audits & improvements

    • Ongoing travel marketing & content creation support

  • Destinations often face the challenge of promoting a place responsibly whilst balancing various stakeholder needs (not to mention resources!). I have been working with DMOs for 5+ years, helping them showcase their stories and attract the right visitors.

    Services for you:

    • Responsible marketing strategy & positioning

    • Content and campaign development

    • Training & workshops for local operators on marketing & product development

    • Destination storytelling (blogs, video scripts, social content)

    • Visitor journey audits & recommendations

  • Maybe you’re just starting out, or you’re already running a travel business but want to refresh your approach. I offer consultations to give you clarity, tailored advice, and practical steps so you can improve without the overwhelm.

    Services for you:

    • 1:1 consultations & strategy sessions

    • Sustainability messaging reviews (how to talk about it without greenwashing)

    • Health checks on booking funnels & customer experience

    • Practical checklists & toolkits to guide next steps

Work with me →

Explore my work

“Lara's attention to detail and commitment to quality truly stood out. She has been fantastic at developing our guest assets, content marketing & automations.”

— Collett's Mountain Holidays

What my clients Are Saying

“Lara has excelled in building our social media presence and elevating our web copy. She understands our challenges and stakeholder needs and has never failed in delivering high-quality content."“

— Argyll & the Isles Tourism Cooperative

“Lara has done a wonderful job of understanding my needs and delivering a high-end product for a reasonable price. I have been back to them again for updates and find Lara to be responsive and imaginative. She is always cheerful and helpful and strives to understand what I need.”

— Loch Riddon Bothy

my portfolio >