New World, New Opportunities - Trends to Capitalise on to Compete in a Global Tourism Market - Tuesday, 7th March 2023

Vicki Miller, Director of Marketing & Digital, VisitScotland covered an overview of the latest consumer trends looking at consumer demand for travel, changes in consumer behaviour including changes to the ways consumers are booking their holiday. The session will provide an overview of how VisitScotland are responding to these trends, how they are promoting the self catering sector and what you can do to be discoverable in a competitive market place.

Vicki joined VisitScotland in 2005 after three successful years with Dumfries & Galloway Tourist Board where she held the posts of Head of Marketing & Visitor Services and Acting Chief Executive. Vicki played a key role in the region’s recovery post foot & mouth and delivered a three-year European funded Marketing programme working with local stakeholders.

Since then she has held a number of Senior Marketing positions within VisitScotland including Head of Local Marketing, Head of Content Marketing and Head of Customer Experience. Vicki has also been instrumental in leading the organisation’s digital transformation programme of work.

On 1st November 2019 Vicki was appointed as VisitScotland’s Director of Marketing & Digital, having undertaken interim responsibility for the role for 15 months.

The Marketing & Digital Directorate plays a key role in delivering on VisitScotland’s Responsible Tourism ambition with a strategic focus on regional and seasonal visitor spread to generate a positive impact in communities & destinations across Scotland working collaboratively with local stakeholders; inspiring and influencing visitors to make responsible choices; ensuring diversity and inclusion across all of VisitScotland’s platforms; promoting the natural & cultural heritage of Scotland and the protection of it for future generations.

Prior to 2001, Vicki had eight years in Senior Marketing roles within the energy and financial services sectors working for Scottish Hydro-Electric and Bank of Scotland.