Vicki Miller, the Director of Marketing and Digital at VisitScotland has been promoted to CEO.
She takes over from Malcolm Roughead OBE, who will retire at the end of September, after 23 years at the organisation – the last 14 as its CEO.
Miller joined VisitScotland in 2005 and has held a number of senior positions, including Head of Local Marketing, Content Marketing, and Customer Experience. Since 2018, she’s been its Director of Marketing and Digital.
In 2001 she was acting CEO and Head of Marketing & Visitor Services at the then Dumfries and Galloway Tourist Board.
“It’s an honour to be appointed CEO of VisitScotland, after 20 years working in the tourism industry. I am passionate about tourism and events and believe firmly in the positive impact VisitScotland already makes in delivering for our country,” said Miller.
“As we look to the future, I am committed to building on those foundations, based on continued collaboration with industry, partners and wider stakeholders.”
The appointment came following an open recruitment process which was led by VisitScotland’s Board “and attracted candidates from a range of backgrounds.”
“The panel agreed unanimously that Vicki was the outstanding candidate to lead the next chapter for VisitScotland,” explained Stephen Leckie, Chair of VisitScotland.
“She brings a wealth of experience and a real understanding of not only the challenges faced by industry but also the opportunities for growth in tourism and events.
“As a leader, she demonstrates a clear commitment to people and has a strong track record of collaboration with stakeholders and partners across Scotland.
“I look forward to working with Vicki to build on Malcolm’s exemplary leadership and continue VisitScotland’s focus on growing the value of the visitor economy for Scotland.”
Miller will formally take up the CEO position on 1st October.
“I am pleased to see today’s appointment of Vicki Miller as VisitScotland’s new CEO. Tourism, hospitality and events play a key role in driving our economic, social and cultural objectives, bringing visitors from all over the world to Scotland and in turn, helping to sustain communities, create jobs and attract investment across the country,” added Richard Lochhead, Business Minister.
“Vicki brings with her a wealth of experience from across the visitor sector and beyond, and is very well-placed to lead the organisation into its next chapter, while advocating on behalf of this vital industry.”
