Our 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.

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.