My passion for words has shaped a varied career which has always involved helping other people to harness the power of language.
A background in research and teaching
My background is in Literary Studies. After writing a Ph.D. focused on 20th-century Irish literature, I worked as a lecturer and researcher at Trinity College, Dublin; Staffordshire University; and other HE institutions.
I went on to gain lots of project management experience as the UK’s bid to widen access to Higher Education was rolled out.
It was my move to West Cork in 2008 which saw me shift into working with industries where story-telling, communication, and strategic thinking all have powerful roles to play.
Since then, I’ve put my research, writing, and teaching skills to good use, helping businesses and communities to harness the potential of tourism. I have developed destination plans, written tourism toolkits, and provided mentoring supports from the micro-business level up, all with a view to helping people and places connect with people in places elsewhere.
Sustainable tourism development
Responsible tourism development involves creating compelling propositions for visitors that drive the economic sustainability of individual businesses and contribute to the long-term well-being and vibrancy of local communities.
It involves a capacity for strategic thinking and a realistic assessment of the opportunities and threats that tourism can pose to communities and the environment.
To be authentic, tourism must draw on grassroots insights too, and so, tourism strategies need to be owned and acted on by communities themselves.
Effective strategies always involve creative thinking and an understanding of the visitor’s point of view. An understanding of the diversity of our communities and visitors is also vitally important.
Strategic story-telling is at the heart of much of this work: Wordhoard helps communities to explore their own stories and craft compelling narratives that will bring them to life for people who have yet to visit.
I focus on helping small businesses and destinations to make the most of the opportunities created by tourism brands like the Wild Atlantic Way, Ireland’s Ancient East, and Ireland’s Hidden Heartlands, as well as local stories.
The tourism consultancy services I provide, and the plans I develop in collaboration with local groups and agencies, align local aspirations with regional and national policy objectives to support thriving communities and sustainable growth. They are focused on supporting access and enjoyment for diverse locals and visitors.
Specialist areas include craft tourism, community tourism, and destination development.
Business supports and community development
Wordhoard works with a range of SMEs – in tourism and beyond – on strategies and skills that help them differentiate their offers and grow their online businesses for the long term.
I edit academic research too, particularly in the field of international relations. It’s a part of the business that’s very dear to my heart, and it reflects Wordhoard’s broader commitment to strengthening the voices of remote and marginalised communities.
Recent speaking/training workshop engagements
- “Inclusive Customer Service for All” (Portlaoise & Athlone, November 2024)
- “Activating the Dublin Coastal Villages Plan” (Online, March 2021 & Dublin workshop, October 2022)
- “Activating the Vikings” (Waterford, December 2019)
- Craft Visitor Experience Development Workshop (Cavan, November 2019)
- “Ways to Maximise Tourism Around Norman Heritage Sites” (Wexford, March 2019)
- “Sustaining Tourism Through Experience Development” (Máire Ní Síthigh Autumn School, Courtmacsherry, October 2018)
- “Developing Craft Tourism – Global & Local Perspectives” (Laois, October 2018)
Siobhán works at lightning pace and her enthusiasm is matched by her excellent knowledge of the Irish tourism industry and offer. She brings creativity, passion and unmatched editorial skills to all her projects. Whether you are writing grant proposals, interpretation or devising regional brand offers, Siobhán will hone and develop your work to perfection. She is also a pleasure to work with and her infectious enthusiasm for product development builds confidence and engagement in your team.
Brenda Comerford (Irish Heritage Trust, Johnstown Castle)
Sustainable Development Goals
Through its support for projects that contribute to balanced regional development, social justice, accessibility and lifelong learning, Wordhoard contributes towards delivering on the following Sustainable Development Goals.
SDG 4
Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
SDG 8
Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.
SDG 11
Make cities and human settlements inclusive, safe, resilient and sustainable.
SDG 16
Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.
For a full list of Wordhoard’s policies and agreements, see here.