Vicki Miller, Visit Scotland
Session 4 - Insights
Vicki is a strategic marketing professional with over 22 years experience in the tourism industry. She has held a number of senior positions within VisitScotland becoming Director of Marketing & Digital in 2019, taking up the appointment of Chief Executive in 2024. Other positions include an Advisory Board Member to The Marketing Society, Scotland; Board member of Traveltech for Scotland and a Charity Trustee for the Scottish Children’s Lottery Trust.
Just like the visitors who come to Scotland, Vicki is passionate about enjoying Scotland’s unique experiences and locally sourced food and drink.
The focus at VisitScotland is to generate a positive economic and social impact in communities and destinations across Scotland working collaboratively with local stakeholders; inspiring and influencing visitors to make responsible and sustainable choices; ensuring diversity and inclusion across all of VisitScotland’s platforms; promoting the natural and cultural heritage of Scotland and the protection of it for future generations. VisitScotland is committed to working with the Scottish Agritourism sector to grow the value to the Scottish economy, supporting businesses to reach new audiences and markets.