Niche tourism opportunities
Creating a tourism experience business – Cranfield Alpacas
Pamela Houston, founder of Cranfield Aplacas, explains how she created a tourism experience business.
Founded in 2020 by Pamela and Peter Houston, Cranfield Alpacas offers award-winning alpaca experiences set against the backdrop of the Mourne Mountains and Carlingford Lough.
The business provides a range of activities, including beach treks, adventure trails and guided field walks. By combining unique alpaca experiences and the area’s natural landscape, Cranfield Alpacas has developed a distinctive offering within the tourism sector.
Pamela explains how the business began, how the husband-and-wife team have shaped the experiences they offer, and why sustainability and animal welfare are central to their approach, as well as the support that has helped them along the way.
How the business started
“I am a retired CEO with more than 25 years’ experience in economic and tourism development, and Peter is a retired hotelier.”
“The business began quite unexpectedly. Peter suggested a day trip to Belfast for lunch and shopping, and we returned home with 11 alpacas. Initially, they were simply intended to keep our daughter’s horse company rather than form the basis of a business venture.”
“Living in Cranfield, County Down — a popular holiday destination — we began to receive increasing interest from visitors who wanted to see the alpacas.”
“Around the same time, my mother became unwell, and I stepped down from my CEO role to care for her. During that period, I organised a small Christmas event where guests could meet and feed the alpacas, which proved extremely popular. Shortly afterwards, people began asking if they could walk them as well.”
“We officially launched our alpaca treks in 2020. Although the COVID-19 pandemic temporarily halted operations, demand for outdoor, local experiences increased as travel restrictions came into place. We reopened later that summer and have continued to grow since then.”
Developing the offer and responding to customer demand
“Our experiences are designed to suit a range of age groups, interests, and accessibility needs. The Alpaca Field Walk and Adventure Trail are suitable for visitors of all ages, while the Beach Trek is designed for children aged six and above.”
“The Adventure Trail originally began as a simple “Meet and Mingle” experience. However, based on visitor feedback - and how much guests enjoyed walking the alpacas - we introduced a short trek and added a treasure hunt with links to local history.”
“We found that visitors were interested not only in the alpacas, but also our personal story and the history and landscape of the local area. This helped us shape the experiences into something more engaging and memorable.”
“Of course, the alpacas themselves are a key part of the experience, but what sets us apart is the combination of the animals, the spectacular scenery, the rich local history, and our commitment to customer service. Visitors are not simply booking an activity - they are sharing in our story and the place we call home."
Commitment to sustainability and responsible tourism
“Sustainability is central to how we operate the business.”
“We recycle extensively, maintain an extremely low energy footprint, and make practical use of natural resources — for example, using alpaca manure, which is an excellent fertiliser for growing plants and vegetables.”
“The welfare of both our alpacas and our visitors is our highest priority. All experiences are supervised, and visitors receive a full safety briefing before interacting with the animals.”
“Creating a safe, relaxed, and enjoyable environment underpins everything we do.”
Marketing and promotion
“Our marketing strategy combines digital promotion, public relations, and partnership activity.”
“Developing our website and introducing a real-time online booking system significantly helped improved both efficiency and customer access.”
“Social media - particularly Facebook, Instagram, and TikTok - play an important role. We also work closely with organisations such as Visit Mourne Gullion Strangford and Tourism Northern Ireland.”
“Our alpacas have featured in Tourism Northern Ireland advertising campaigns across television, billboards, and digital platforms. We also take part in Tourism Northern Ireland’s Meet the Buyer events, which provide valuable opportunities to connect with international tour operators.”
Business support and development
“I have participated in a range of programmes and workshops through Go Succeed and Invest NI, as well as online sessions provided by Tourism Northern Ireland.”
“These have included training in areas such as AI, digital marketing, and business development, all of which have supported the growth and evolution of the business.”
Overcoming challenges and advice for other businesses
“Building a tourism experience business requires significant commitment, resilience, and hard work. Believing in your idea is essential, particularly during difficult periods.”
“Launching a new business just before the pandemic was challenging, especially as there was limited support for new businesses at that time. However, by collaborating with other small and micro-businesses, we were able to advocate for support measures that helped us continue operating.”
“Moving from salaried employment to self-employment is also a major step. I would recommend building strong relationships with local tourism providers, as word-of-mouth recommendations remain one of the most powerful marketing tools available.
“Engaging with organisations such as local councils and Tourism Northern Ireland is equally important, as both organisations can provide valuable guidance and support throughout the journey.”