This project is a strategic initiative to support seafood businesses in diversifying into new economic markets. Amidst evolving global challenges and the impact of Covid-19 on the seafood industry, the need for diversification is more pressing than ever. The proposed project addresses this need by providing seafood business with the necessary support and resources to diversify into a sector which boasts much potential: seafood tourism. Seafood tourism presents a practical and feasible approach to diversification, which leverages the intrigue of marine environments and the seafood production process. Whilst feasible, there are inherent challenges and risks involved in pursuing this diversification pathway. This project directly responds to the request of F&A for support in navigating the diversification process. Central to its approach, is the delivery of decision-support tools which can facilitate informed decision-making and mitigate potential risks involved in diversifying. These tools will be vital in ensuring F&A businesses make sound and strategic decisions regarding their suitability to different seafood tourism models.