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.
VisitScotland's Chief Executive
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.
Latest blogs and Q&As
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6 February
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.
Vicki shares how we're planning to drive the visitor economy and grow its value to Scotland. This includes how we'll:
- expand Scotland's share in the global market
- help our businesses and events to thrive
- create vibrant and welcoming destinations
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.
Latest videos
Lights, camera, action!
Scotland is among the locations taking centre stage in VisitBritain's new international campaign #StarringGREATBritain.
Hear from our Vicki about how the campaign is using the power of film and TV to inspire travel.
Check out the new campaign blockbuster-inspired film, featuring Scotland.
Biography
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:
- Head of Local Marketing
- Head of Content Marketing
- Head of Customer Experience
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:
- Charity trustee, Scottish Children's Lottery Trust (children's charity)
Last updated: February 2025