Cat Tomlinson: Building Life-Changing Travel Experiences with Skilled Summers and Journiqa
At Ministry of Work, we’re constantly inspired by the incredible journeys of our members. This time, we sat down with Cat Tomlinson, the founder of Skilled Summers and Journiqa, to learn how she’s helping young people experience life-changing travel opportunities while carving out a unique space in a competitive industry.
From Nursing to Navigating Global Experiences
Cat’s journey into the travel industry wasn’t a straightforward one. She initially pursued a nursing degree but always had a strong desire to travel. Unlike many students who took part in summer work programmes like Camp America, Cat was unable to do so due to her placement schedule. Determined to make up for lost time, she embarked on a gap year post-university and discovered the J1 cultural exchange programme, which allowed her to teach horse riding in the United States.
That experience was transformational. When the company she travelled through offered her a job, she took it, leaving nursing behind to dive into the world of cultural exchange. Cat spent years travelling to over 120 summer camps across the U.S., learning the ins and outs of the industry. She recognised an opportunity to provide a more personalised, high-quality service to applicants and set out to create Skilled Summers.
What Skilled Summers Offers
Skilled Summers specialises in placing young people into premium summer camps in the U.S. and Canada. Unlike larger agencies, which operate at scale, Cat’s business takes a more tailored approach.
“If you come to me as a horse rider or a tennis instructor, I can give you several options based on the different types of camps. We match people based on personality, skill set, and preferences, which leads to really high success levels.”
Camp directors trust Skilled Summers because they know Cat and her team have personally vetted each candidate. The reward? Seeing her placements thrive in their roles and even witnessing relationships form—two of her applicants are now engaged, and she has a wedding invite to prove it!
Expanding Horizons with Journiqa
Cat’s next venture, Journiqa, is taking her expertise beyond North America and into Asia. The programme focuses on volunteering and impactful tourism, offering experiences in Thailand, Bali, Sri Lanka, and India.
“We’re launching Journiqa to give travellers the opportunity to work on meaningful projects—whether that’s working with elephants, supporting underprivileged communities, or engaging in sustainable tourism initiatives.”
The Challenges of Standing Out in a Crowded Market
Starting a travel company during COVID-19 might seem like a crazy decision, but Cat was determined to make it work. With major competitors having massive marketing budgets, she had to find alternative ways to build her brand.
“It’s been a lot of word-of-mouth marketing and slow, organic growth.”
“For the first three years, I worked full-time as a nurse alongside running the business to ensure I could pay my staff rather than taking a salary myself”
Now, with a strong foundation in place, Skilled Summers and Journiqa are poised for growth. The addition of a business development manager has helped build relationships with universities and student organisations, while the company’s first dedicated social media budget will allow them to amplify their reach.
What’s Next?
The focus for the next 12 to 24 months is all about scaling in the UK and expanding Journiqa’s reach. With strong profit margins this year, Cat is finally able to reinvest in the business, with a significant push into digital marketing and partnerships.
She’s also excited to refine the volunteer programme side of Journiqa, ensuring it stands out in another highly competitive space.
How Cat Can Help the MoW Community
With her background in travel, cultural exchange, and social media storytelling, Cat is well-placed to advise fellow members on:
- Building brand awareness in a competitive market
- Establishing connections with universities and student communities
- Leveraging social media to tell an engaging brand story
She’s happy to share insights on how to cultivate long-term relationships and navigate the complexities of international work placements.
What Help Does Cat Need?
As both businesses expand, Cat is looking for guidance on:
- Standing out in the volunteer travel sector
- Maximising marketing budgets for travel-related campaigns
- Building credibility and trust in new markets
Life Outside of Work
When she’s not running two travel businesses, Cat spends most of her time horse riding – her lifelong passion. She recently got a young horse, which keeps her busy and, as she puts it, makes for a very expensive hobby! Travel is also high on the list, and she’s currently on a mission to visit 100 countries before she turns 40, with just 30 left to go.
Best Advice She’s Ever Received
“Try not to overthink things too much—everything has a way of working itself out. Sometimes you just need to step back, take a breath, and revisit things with fresh eyes.”
Get in Touch
For anyone interested in travel programmes or collaborations you can find Cat on all the usual social channels or at Ministry of Work, just stop by for a chat!
