JJ Strategic Consulting

Our commitment is to creating positive change each and every day through our interactions, insights and passion for excellence.

Jayne Jennings is the Director of JJ Strategic Consulting Pty Ltd, a results-focused tourism consultancy specialising in experience design and development mentoring, sustainable tourism, strategic tourism planning and implementation, communications, engagement, project management, grant and award application processes. She is passionate about supporting a shift in mindset to a regenerative future, through co-created solutions. 

Jayne has over 20 years of experience working with tourism businesses, local government, national and regional tourism organisations in Australia and New Zealand. Her ‘can do’ attitude sees her delivering mentoring, strategic tourism plans, industry capacity building initiatives and developing targeted communications for various audiences.  


  • Certificate IV: Training & Assessment
  • Green Globe 21 Assessors Training
  • Post-Graduate Diploma in Business Administration, University of Auckland
  • Post-Graduate Diploma in Natural Resource Management, Canterbury and Lincoln Universities
  • Bachelor of Planning, University of Auckland
  • Certificate of Direct Marketing from the Direct Marketing Association of New Zealand


Why work with Jayne?



Jayne looks, digs deep and listens to what is being said and not being said. This allows her to identify the critical issues and opportunities to achieve the desired outcome for stakeholders.  She takes the time to process and reflect to provide the best insights and outcomes.



Jayne draws on her background in planning, systems thinking and strategic analysis to determine the best approach to planning for the client. She also writes targeted communications that engage the audience, are written in simple English, and deliver the required outcomes.   Great ideas are all very well – communicating them in the most relevant way for the audience is critical to success.



JJ Strategic Consulting has an excellent track record of working with local and regional tourism organisations, local, regional and state government and business clients to deliver on project needs.  Clients value Jayne's can-do attitude, commitment to high quality service and smart outcomes and going above and beyond each and every time. 

Delivering success to clients…

“I am very excited by this document. Linda and Jayne have gone above and beyond
expectations. They have provided a far more detailed and region-wide report than what was in the scope, and in doing so have painted a very ambitious and exciting vision for visitor servicing across the Red Centre. This document will provide a great lobbying platform to expand and increase our visitor servicing across the region and service the customer in the best way

Stephen Schwer

Chief Executive Officer , Tourism Central Australia

It was a pleasure to work with Jayne as she developed the Queensland Edutourism and Study Tours Opportunity Guide and Toolkit documents in 2019. As always, Jayne took on this project with vigour and enthusiasm, ensuring all details of the brief were thoroughly met. Her ability to concisely summarise strategic directions was well appreciated especially as she took on board multiple views from stakeholders in the development of the Guide. Further to this project, Jayne was able to develop a workshop program for us to deliver the content of the project in an interactive, informative and valuable way.

Diana Mulholland

Tourism and Events Queensland

We recently engaged Jayne Jennings of JJ Strategic Consulting to assist us with preparing our awards submission for the 2019 Queensland Tourism Awards and would happily recommend her services.
She was easy to deal with, was able to gain a quick understanding of our business and of our requirements and was able to successfully work under pressure within a very tight timeframe. Her expertise and advice in writing and specifically awards submissions certainly proved to be an asset for Currumbin Wildlife Sanctuary, with our business taking out the third place Bronze awards for both the ‘Major Tourist Attraction’ and ‘Cultural Tourism’ categories – an amazing achievement in a very competitive market.

Thank you Jayne for your support and services!

Michael Kelly

General Manager, Currumbin Wildlife Sanctuary


JJ Strategic Consulting


Jayne often collaborates with other tourism consultancies in delivering tourism projects.  She regularly partners with Linda Tilman of the Tilma Group in the development of tourism destination, experience and events strategies and activation plans for regional and rural destinations across Australia.

Linda Tilman, Managing Director of regional tourism and events agency, Tilma Group is a guru in regional tourism activation, regional branding and event strategy.  She lives and breathes regional and rural tourism – and is passionate about creating strong connections and delivering holistic outcomes for regional, rural and remote communities.

Recently, Jayne also worked with Stafford Strategy in delivering the community component of the Murihiku Southland Destination Management Plan Tourism, New Zealand.