“A day in the life of” Roisin Finlay, commercial manager Sustainable Travel Ireland


Roisin Finlay joined Sustainable Travel Ireland in 2020 fresh from running Outsider magazine for 15 years. Her magazine work involved many adventures in Ireland and abroad – from lung-busting hut-to-hut hiking in the Dolomites to cold-water immersion therapy in Ireland’s waters.

Roisin has in-depth experience of tourism products and a passion for the ones that both protect the planet and the communities that host them. She loves Ireland and now devotes her energy to helping the travel industry transition to a sustainable future. After all, it’s only fair that future generations should enjoy the wonders that she has.

Roisin has been trained in sustainable tourism by the UN-mandated Global Sustainable Tourism Council (GSTC) but sees herself at the start of a life-long learning journey.

Q 1- How does your normal day begin? 

On a good day with 15-minute’s yoga. On a really good day, with a spin to Seapoint for a dip in the sea. However, the cosy bed frequently plays havoc with my good intentions.

Q 2- What are your biggest daily challenges? Homeworking during Covid is both a blessing and a curse. It’s brilliant for introspective work but I miss face-to-face interactions with colleagues, clients and friends. I have a love-hate relationship with Zoom. It drives me mad at times but it has been a lifeline for connecting with people and spreading the word about our sustainable tourism mission.

Q3- What do you love most about your job? 
I love Sustainable Travel Ireland’s ethos. We aim to work with every type of tourism business – whether it’s taking tiny first steps to become kinder to the planet or going the whole hog and becoming certified using our GSTC-recognised criteria. Due to Covid’s devastating effect on the tourism industry, we now offer six months free membership which reflects this ethos.

Q 4- What do you do to relax? 

I am outdoorsy to the core – so anything that allows me to breathe fresh air and be in nature. Hiking, biking, sea swimming and hanging out with friends and family.

Q 5-Favourite staycation destination in Ireland and why? 

That’s like asking someone to pick a favourite child! The Copper Coast in Waterford, Newport to Mulranny in Mayo, Beara, anywhere in Kerry or West Cork…

Q 6-Favourite holiday destination worldwide?
The Dolomites in Italy. It’s foodie heaven, hiking heaven, the scenery is epic and ever-changing and the mountain huts are my dream accommodation.

Q 7-Favourite Business motto?

Never let perfection get in the way of completion. In other words, stop procrastinating and finish that article, get that proposal in…

Q 8. Advice for young business entrepreneurs

You’ll learn more in your first year of business than on any MBA course – but maybe start with something that doesn’t need massive capital.