Vicki Miller became Chief Executive of VisitScotland on 1 October 2024, having been Director of Marketing and Digital since 2019.
In her role as Chief Executive, Vicki provides vision, leadership, and strategic direction to her team at VisitScotland as well as stakeholders in the Scottish tourism and events industry, and wider community.
As an ambassador for VisitScotland, Vicki is responsible for developing our international strategy and championing Scotland, at home and abroad, as a world leader in 21st century tourism. She is accountable to the Board of VisitScotland and, as Accountable Officer, to the Scottish Government.
In her latest blog, Vicki shared some reflections about:
Over the past few months, we've heard positive feedback about our visitor economy campaign.
Even in challenging times, tourism continues to enrich lives, sustain jobs, and strengthen communities. But if we want our people and places to thrive all year round, our industry must thrive all year round too.
In Vicki's latest blog, she shares some thoughts about why seasonality is integral to a resilient and inclusive visitor economy.
Read the blog on linkedin.com.
Scotland’s tourism sector is bouncing back with record international visitor numbers, but domestic travel is still feeling the strain of the cost of living.
Vicki's latest blog explores how we're balancing global growth with local challenges, highlighting new marketing efforts, industry partnerships, and strategies to keep Scotland a year-round destination for all budgets.
I’ve shared some reflections in a new blog about what I heard across the country, why insight and agility are more important than ever, and how VisitScotland is continuing to show up for Scotland, at home and on the world stage.
We launched our Business Support programme which will empower businesses to grow, evolve, and engage with new audiences. Vicki shares more about this exciting new chapter in our business support journey in this blog.
Why our trends aren’t just predictions, they're opportunities. Vicki discusses our top travel trends for 2025, the importance of sharing this insight, the opportunities it brings for the industry, and our own work at VisitScotland.
Hear about Vicki’s first 100 days in the role of CEO, the opportunities for tourism and events businesses in 2025, our vision and priorities for this year, and more.
Vicki shares how we're planning to drive the visitor economy and grow its value to Scotland. This includes how we'll:
We caught up with Vicki Miller on her first day as our new CEO to find out more about her career in tourism and her plans for VisitScotland going forward.
Vicki moved into tourism and the public sector after gaining substantial experience in the energy and financial services sectors. These include Scottish Hydro-Electric and Bank of Scotland.
An experienced leader and marketing expert, Vicki began working at Dumfries and Galloway Tourist Board as its Head of Marketing and Visitor Services and later became Acting Chief Executive.
There, she played a key role in the region’s recovery from foot and mouth, delivering a three-year European-funded marketing programme with local stakeholders.
After joining VisitScotland in 2005, Vicki held a number of senior marketing positions including:
In 2019, Vicki was appointed as our Director of Marketing and Digital after having undertaken interim responsibility for the role for 15 months.
Related undertakings:
Last updated: December 2025
