Sarah Nicholls

Sarah Nicholls is Professor and Head of Marketing & Tourism at Swansea University School of Management, specializing in sustainable destination development. Her research examines tourism's role in community resilience, environmental change adaptation, and park management economics. Awarded Michigan's highest tourism honor, she directs research on recreation behavior, climate impacts, and economic valuation of natural amenities.

Her work has been funded by national agencies including NOAA, USDA, and multiple National Park authorities, focusing on sustainable tourism policy and development strategies. Current projects analyze climate adaptation frameworks and economic valuation methods for recreational resources.