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Women in Tourism Q&A: Patricia Cuni on blogging, transferable skills and staying curious in our beautiful country

Originally from Barcelona and proudly calling Edinburgh home for well over a decade, Patricia Cuni has built a brilliant, multi-layered tourism career founded in journalism, some serendipitous blogging and a genuine passion for travel. Now Marketing Manager at The Real Mary King’s Close, Patricia has gone from launching her influential travel blog Mad About Travel to being recognised multiple times as one of the Top 100 Women in Tourism, and is driven by curiosity and collaboration, with a passion for sustainable tourism. 

  • Full name: Patricia Cuni 
  • Where are you from? Barcelona, Spain 
  • Where do you live now? I have been based in Edinburgh since 2013, and I’m proud to call it home.   
  • What did you study/train in? I studied Journalism, then did a postgraduate degree in International Relations that I didn’t finish because I was busy working full time as a journalist and TV reporter. And later on, I did a master’s degree in marketing and Comms Management.  
  • Job title and organization: Marketing Manager at The Real Mary King’s Close 
  • Years working in tourism: 13 years. 

Tell us a bit about your current role and what you love most about it. 

I love every second of my job at The Real Mary King’s Close. It’s incredibly fun and rewarding but also challenging in great ways and I learn something almost every day. As their Marketing Manager, being responsible for the Marketing Strategy and Delivery of such a remarkable heritage site is an honour and a source of joy on a daily basis. I feel incredibly privileged to be able to share with the world the history of the Close and Edinburgh. Plus, I get to work on really exciting projects. Not to forget the incredible team. They are a very talented and lovely bunch that inspires me every day.  

What path led you to a career in tourism? 

Although my career started in Journalism and daily news, I soon realised I loved travel. So, I did what almost every millennial with some digital skills was doing in the 2010s: open a travel blog. That blog made me realise my skills as a journalist were highly transferable and pushed me to try and pursue a career in the Tourism Industry. That happened when Skyscanner offered me a job as a Content Manager for the Spanish market in their Edinburgh headquarters. I worked for them for seven incredible years without ever really quitting the blog. I spent a few years in a Digital Marketing Agency, but I missed the Industry. So, when the opportunity arose, I moved to an inspiring company called TravelLocal (they are based in Bristol and they’re great). And, later on, to The Real Mary King’s Close.  

What’s been a career highlight or proudest moment so far? 

It’s hard to pick just one, but I’d say being recognised as one of the Top 100 Women in Tourism several times. As someone who was not born in Scotland, I was very happy to see other people in the industry praise my work. Also, opening my blog, Mad About Travel. It was the catalyst that made everything else happen.  

What advice would you give to someone starting out in the tourism industry today? 

That no matter what your background is, you will probably have lots of transferable skills that will be useful and appreciated. And to be prepared to learn, adapt, and evolve on a regular basis. Tourism is one of the most welcoming industries I’ve ever worked in, and the growth is infinite.  

What does being part of Women in Tourism mean to you? 

A lot. It gives me a greater sense of belonging to the industry, and it allows me to work with the most incredibly inspiring group of women I could have ever wished for. Thinking about it warms my heart.  

Who has inspired you professionally? 

First of all, my parents, for their incredible work ethic and set of morals. Secondly, the incredible team that I worked with during my time as a TV journalist. All those women taught me a lot and supported me all the way.   

What do you think is the biggest opportunity (or challenge) for Scotland’s tourism sector right now? 

On top of the cost-of-living crisis, the global uncertainty and climate change. It’s an incredible industry, but I worry a lot about the impact of global politics and climate change on it and how another crisis can affect it – mostly because we have no control over it and can’t predict this type of thing.  

The opportunity, though, lies in Sustainable tourism.   

Outside of work, how do you like to spend your time? 

I love spending time with my husband, our friends, and our cat. I’ve always been an avid reader, a keen walker, and a bit of an explorer who’s very curious about the world. So, on top of travelling, I enjoy long walks and micro-adventures to discover places not far from home that have lots of charm.  

Tell us about a favourite hidden gem in Scotland – somewhere you think everyone should visit at least once. 

The Scottish Borders. I think it’s such an underrated part of Scotland that has literally everything I’d want in a destination: lots of nature, an abundance of castles and ruins, plenty of quaint towns and the perfect balance between hills, valleys and coastline. One favourite place is Melrose. I go there all the time.  

If you could have dinner with any woman from history or present day, who would it be and why? 

From the past, I would love to have dinner with Jane Austen. I’d ask her so many questions. From the present day, Francesca Albanese or Shirley Manson, from the band Garbage. I love how true they are to the causes they believe in and how they will not be silenced when they defend what they think is right.  

A warm and energetic presence on the WIT board, and the voice of our social posts, Patricia is a vital cog in the Women in Tourism machine, and her Q&A shows just how far she’s come. From journalism to tourism, Barcelona to Edinburgh, Patricia’s journey is rooted in exploration, purpose and a deep love for people and places, and she’s only just getting started. 

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Collaboration: powering up your brand through partnership

Glasgow is a city that thrives on connection. From its vibrant hospitality scene to its world-class events, success here is rarely a solo act. It’s built on relationships, shared ambition, and a willingness to work together. 

That spirit sits at the heart of our upcoming Women in Tourism event, Collaboration: Powering Up Your Brand Through Partnership, taking place on Thursday 4 June at The Delphine in Princes Square. 

This session brings together two standout organisations, The Superlative Collection and the Scottish Event Campus (SEC), to explore what happens when brands move beyond working in isolation and start building something bigger together. 

Why collaboration matters 

In an industry as dynamic as tourism and hospitality, collaboration is more than a buzzword. It’s a catalyst. 

When businesses align their values, share resources, and support each other’s growth, the results can be transformative. Stronger brand positioning. Wider audiences. A more vibrant and resilient destination. 

This event will shine a light on those outcomes through real examples and honest reflections. Expect practical insights into how partnerships can elevate not just individual businesses, but the wider ecosystem around them. 

At Women in Tourism, we believe in the power of connection to unlock opportunity. Creating spaces where ideas, experience, and ambition can be shared is central to our mission of supporting women across the sector. 

Meet the speakers 

Courtney Flynn 

Courtney Flynn brings a wealth of experience across sales, communications, and hospitality. As Head of Sales, PR & Comms at The Superlative Collection / Merchant Pubs & Bars, she leads strategy for some of Glasgow’s most recognisable venues, including BAaD, Glaschu, Gost and Cuvée. 

Her work is rooted in community and connection, from organising networking events to supporting charitable initiatives. Courtney’s perspective offers a grounded, real-world view of how collaboration can shape both brand identity and city culture. 

Hannah Cochrane 

Hannah Cochrane is a Sales & Business Development Manager at the Scottish Event Campus (SEC), where she plays a key role in bringing major conferences and events to Glasgow. 

Recognised as a Scottish Thistle Award Rising Star and named among the Top 100 Women in Tourism, Hannah is a passionate advocate for the power of events to elevate destinations. Her energy and people-first approach make her a compelling voice on collaboration within the industry. 

Event programme 

09:00 Arrival, tea, coffee and pastries
09:30 Welcome from Women in Tourism
09:40 Speaker session with Courtney Flynn and Hannah Cochrane
10:30 Q&A and networking 

Why attend? 

  • Gain practical ideas on how to build meaningful partnerships  
  • Learn from two leaders shaping Glasgow’s hospitality and events landscape  
  • Expand your network in a supportive, welcoming environment  
  • Be part of a conversation about the future of a more connected tourism sector  

Whether you’re working in hospitality, events, marketing, or beyond, this session offers a chance to step back, think differently, and explore how collaboration can power your next chapter. 

Join us in Glasgow 

We’ll be gathering at The Delphine, a vibrant venue in the heart of Princes Square, for a morning designed to spark ideas and connections. 

Date: Thursday 4 June
Time: 9:00–11:00am
Location: The Delphine, Princes Square, Glasgow 

Tickets:
Members £15
Non-members £20 

Tea, coffee and pastries are included. 

Book your place here

Spaces are limited, and we recommend booking early to avoid missing out. 

Join us for a morning of fresh thinking, shared ambition, and meaningful connection. Because when Glasgow works together, it truly shines. 

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Aberdeen event: networking, inspiration and alcohol-free cocktails

You don’t need alcohol to enjoy yourself, and you certainly don’t need it to connect, learn, and feel inspired.

Women in Tourism is delighted to invite our community to a special evening of conversation and connection at SOBR, Scotland’s first fully sober bar, right in the heart of Aberdeen. This event brings together networking, fresh perspectives, and a chance to experience a hospitality concept that is quietly reshaping how we think about social spaces.

At the heart of SOBR is a simple but powerful idea: great experiences don’t need alcohol. Since opening its doors in autumn 2025, SOBR has gone from strength to strength, earning a place among the world’s Top 10 sober bars as recognised by The Spirits Business. It’s a space designed for everyone, welcoming, inclusive, and centred on wellbeing without compromise.

An evening with Kate Kenyon, founder of SOBR

We’ll be joined by Kate Kenyon, who will share her journey and the motivation behind creating SOBR. Kate’s story is one of purpose-led entrepreneurship and bold thinking, offering insight into what it takes to build something genuinely different within the tourism and hospitality sector.

Her experience speaks directly to the Women in Tourism mission: supporting women who are shaping the future of the industry on their own terms, and creating spaces where others can thrive.

Event programme

  • 18:00 Arrival and refreshments. Enjoy an alcohol-free cocktail of your choice

  • 18:30 Welcome from Women in Tourism

  • 18:40 Guest speaker: Kate Kenyon, Founder of SOBR

  • 19:00 Q&A and continued networking

The evening is designed to be relaxed and conversational, with plenty of time to meet new faces, reconnect with familiar ones, and continue the discussion sparked by Kate’s talk.

Why attend?

  • Be inspired by Kate’s story, one of many women leaders shaping tourism in the North East

  • Grow your professional network in a friendly, supportive environment

  • Enjoy a social evening without alcohol and wake up the next morning feeling fresh and energised

Whether you work in hospitality, destination marketing, travel, visitor attractions, or a supporting role across the sector, this event offers a chance to step away from the everyday and reconnect with the bigger picture.

Book your place

Spaces for this Aberdeen event are limited, and we recommend booking early to avoid disappointment.

We’d love to see you there and to welcome you into another evening of thoughtful conversation, shared learning, and genuine connection.

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Jill Walker VisitScotland

International Women’s Day 2026: “Give to Gain” at Strathclyde University

Celebrate International Women’s Day with WIT

Women in Tourism invites you to celebrate International Women’s Day 2026 with an inspiring evening of connection, collaboration and collective growth. 

Taking place on Thursday 5 March 2026 from 4pm to 7pm at the Strathclyde University Technology & Innovation Centre, Executive Suite, this special event explores the theme “Give to Gain” – celebrating how generosity, mentorship and shared experience help women across tourism and hospitality thrive. 

We’re delighted to welcome Jill Walker of VisitScotland as our guest speaker, sharing industry insights and updates that shine a light on the opportunities ahead for Scotland’s vibrant tourism sector. 

The event also features a selection of taster sessions designed to inspire and connect. Tartan Retreats are confirmed to participate, with more contributors to be announced soon. 

Programme highlights   

  • 4.00 – 4.30 pm: Arrival, tea/coffee and networking
  • 4.30 – 5.00 pm: VisitScotland update with Jill Walker
  • 5.00 – 6.00 pm: Taster sessions and short talks
  • 6.00 – 7.00 pm: Networking drinks and canapés 

Tickets 

  • £25 for Women in Tourism members 
  • £30 for non-members 

This International Women’s Day, come together with peers and allies to celebrate women’s achievements, share ideas and build supportive connections that help everyone grow. 

Book your place now 

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Rosie Wilmot
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Women in tourism Q&A: Rosie Willmot on storytelling, starting from the shop floor and staying connected

From sunny Cornwall to the shores of Fife, Rosie Willmot’s career has been shaped by storytelling, people skills and a deep-rooted connection to tourism. Now Head of Communications at the Scotch Whisky Association, Rosie sits at the intersection of culture, industry and tourism, helping tell the stories of one of Scotland’s most significant sectors. In this Q&A, she reflects on her career path, the value of starting on the shop floor, rediscovering professional identity after parenthood, and what being part of Women in Tourism means to her. 

  • Full name: Rosie Willmot 
  • Where are you from? Sunny Cornwall 
  • Where do you live now? Sunny Fife! 
  • What did you study/train in? I studied English and Art History in Birmingham 
  • Job title and organization: Head of Comms at the Scotch Whisky Association (SWA) 
  • Years working in tourism: Peripherally, about 20 years! 

Tell us a bit about your current role and what you love most about it.

I’m part of the team at the SWA, which represents the Scotch Whisky industry on everything from tax and regulation to international trade. As Head of Comms, I’m a bit of a butterfly – I get to chat to everyone in the team and across our industry about what they do, learn about everything and tell every story. I love being part of such a culturally, economically and politically significant sector – here in Scotland, it’s relevant and important whatever area you work in (including, and maybe especially in, tourism). 

What path led you to a career in tourism?  

I was born and raised 500 miles away in Cornwall, where tourism and hospitality are the bread and butter of many communities, and where every teenager’s first job is connected to it in some way. From being on the crew of a food and drink event organiser there, I found my way to Scotland 10 years ago, working for the Fringe Society, then the Scotch Whisky Experience, then across the industry to the SWA. I love that I’m still connected to the tourism sector, both through my work with Women in Tourism (who were instrumental in my networking journey when I first came to Scotland), and because collectively Scotch Whisky sites are the most-visited attraction in Scotland. 

What’s been a career highlight or proudest moment so far?  

I think I have two (sorry!) The first is winning the ASVA Marketing Campaign of the Year in 2018 for work I did at the Scotch Whisky Experience to mark its 30th anniversary – it was a while ago now, but it was such a confidence boost to have that professional recognition, and I learned a lot about what I’m good at. The second is personal, but rediscovering my professional identity (twice!) after having children is something I’m really proud of. Parenting is rewarding, fun and exhausting, and a total gear change to the demands of the day job. I’m managing the juggle, just about! 

What advice would you give to someone starting out in the tourism industry today?  

Starting from the ground up builds a much stronger – and more interesting – person than hopping on at the top. You’ll learn more skills, more life lessons, and more about what makes a business tick by being on the proverbial shop floor meeting people, serving customers, or supporting event logistics than you ever will behind a screen. Every useful people skill I have – and these really are vital if you want to climb higher – was learned working behind bars, in restaurants or in retail. 

What does being part of Women in Tourism mean to you?  

I’m really proud to be part of the WIT cohort – to be among such talented, driven, interesting women is incredibly inspiring, and pushes me to be better at what I do, for the industry and for myself. Every sector should have a warm and encouraging network like this. 

Who has inspired you professionally?  

The formidable female-led team at the Scotch Whisky Experience – I learned so much from them when I worked there, about everything from business mechanics to whisky production, successful leadership to running a tasting. I literally wouldn’t be where I am without them. 

What do you think is the biggest opportunity (or challenge) for Scotland’s tourism sector right now?  

It’s an uncomfortable truth, but in a cost-of-living crisis, tourism everywhere needs to stay competitive on pay and prospects if we want to retain talent and encourage new people into the sector. It’s an amazing industry to work in with the right environment to nurture your skills, but the reward needs to at least begin to match the huge amount of talent and grit that it takes especially to work in those early-career roles. 

Outside of work, how do you like to spend your time?  

I’m Committee Chair for my local orchestra, in which I also play the cello, which keeps me rather busy. Right now, though, with two children under 4, I mostly spend my time doing laundry or mucking about ON one of Fife’s many beautiful beaches. I love hanging out with my beach babies. 

Tell us about a favourite hidden gem in Scotland – somewhere you think everyone should visit at least once.  

The Pittenweem Arts Festival is a calendar highlight every August – seeing an entire fishing village transform into one big gallery, with every spare room, garage, outhouse and studio crammed to the rafters with art and crafts of all different styles, is quite something. Definitely worth taking a day to mooch, explore and chat to artists about their work, with plenty of time in between for amazing seafood and ice cream. 

If you could have dinner with any woman from history or present day, who would it be and why?  

Nora Ephron, essayist and screenwriter films like When Harry Met Sally, Sleepless in Seattle and Julie & Julia. She had a knack for accessible, hilarious food writing, and she had so many words of wisdom about life, travel, relationships and parenting come through in her work on screen and page. I bet she made a mean cocktail, too. 

Rosie’s story is a reminder that tourism careers are rarely linear, and that the skills gained along the way often matter more than titles. From frontline roles to leadership positions, her experience highlights the importance of strong networks, supportive workplaces and environments where talent can thrive at every stage of life. It’s this blend of honesty, ambition and generosity that makes voices like Rosie’s such an important part of the Women in Tourism community. 

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Celia Joicey, Dovecot Studios
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Women in Tourism Leadership Evening at Dovecot Studios 

Leadership, creativity and connection: join us for our January Women in Tourism event 

Women in Tourism is delighted to begin 2026 with an inspiring evening focused on leadership, creativity and connection. 

Taking place on Wednesday 14 January 2026 at 6pm at Dovecot Studios, Edinburgh, this special event will welcome Celia Joicey, Director of Dovecot Studios. Celia will share insights from her leadership journey, her experiences in the cultural sector and her role in shaping one of Scotland’s most treasured creative institutions. 

A celebration of design and innovation 

Your ticket includes two glasses of fizz and exclusive entry to the IKEA Museum’s Magical Patterns exhibition. This vibrant exhibition celebrates 60 years of innovative textile design, featuring 180 iconic fabrics that showcase IKEA’s commitment to creativity, collaboration and experimentation. As part of the evening, you will enjoy a guided tour that brings these stories to life. 

Who is the event for? 

This session is designed for women at every stage of their career. Whether you are stepping into leadership for the first time or looking to build your confidence and influence, you will find a warm and welcoming environment to learn, reflect and grow. 

Why attend? 

✨ Hear from an established leader in Scotland’s cultural and tourism landscape
🤝 Connect with a supportive community of women across the sector
💡 Gain practical insights to strengthen your own leadership journey 

Tickets 

£15 for WIT members
£20 for non members 

Your ticket includes two glasses of fizz and entry to the Magical Patterns exhibition. 

We look forward to welcoming you for an evening of inspiration, creativity and community.
Book your place now. 

 

 

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Women in Tourism Christmas Drinks at the Edinburgh Gin Distillery

As 2025 draws to a close, join Women in Tourism for an evening of festive cheer, good conversation and inspiring company at our Christmas Drinks. 

On Monday 1 December, we’ll gather in the Distillery Bar at the award-winning Edinburgh Gin Distillery for a relaxed evening of networking, laughter and connection. Your ticket includes two gin and tonics (or soft drinks), and the bar will remain open to the public after 8pm for anyone who’d like to stay on and continue the celebrations. 

This is a brilliant opportunity to reconnect with friends, meet new faces from across the tourism sector, and raise a glass to a busy and inspiring year. 

Event details:

📅 Date: Monday 1 December 2025

📍 Venue: Distillery Bar, Edinburgh Gin Distillery

🕕 Time: 6pm – 8pm (bar open to the public from 8pm)

🎟️ Tickets: £20 (members) / £25 (non-members)

🥂 Includes: Two gin and tonics or soft drinks 

Step into wonder at the Edinburgh Gin Distillery — proudly named Scottish Gin Distillery of the Year and Gin Tourist Destination of the Year. Beneath Edinburgh’s historic arches, imagination meets craftsmanship in award-winning experiences, from immersive tours to hands-on gin making and rooftop cocktails with a view. 

Places are limited to 100 guests, so book early to secure your spot. 

👉 Book your ticket now

Edinburgh Gin Distillery Logo Edinburgh Gin Distillery

 

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Women in Tourism Dumfries & Galloway event: hear from Avive Asbridge, Emma McMurtie-Crawford & Melanie Allen

This event has been postponed to the Spring of 2026

This November, Women in Tourism will host its first event in Dumfries & Galloway at Castle Douglas with an event designed to connect, inspire and empower women across the tourism sector.  

On Tuesday 11 November, join us at the Ernespie Farm in the ‘Gelato Hut’ (it’s never too cold for Gelato!), Old Military Road, Castle Douglas Dumfries and Galloway for a morning of networking, learning and conversation in Edinburgh.  

We’re thrilled to welcome two inspiring speakers to share their stories:  

  • Avive Asbridge, Kirkcudbright Summer Festivities 
  • Emma McMurtrie – Crawford, Castle Douglas Civic Week/Market Inn Hotel  
  • Melanie Allen, director of Go Innovate, Vice-Chair of SCOTO CIC 

Together, they’ll discuss their career journeys, what drives them, the challenges they’ve overcome, and their perspectives on the importance of networks like Women in Tourism. Expect honest reflections, practical advice and plenty of inspiration.  

OurBoard Member, Lesley Wood, will open the event with a warm welcome before we dive into the conversations.  

Whether you’re working in hospitality, attractions, digital marketing or destination management, this is a chance to connect with like-minded professionals and take away new ideas to support your career journey.  

Event details  

  • 📅 Date: Tuesday 11 November, 10.30am arrival for 11am start
  • 📍 Venue: Ernespie Farm ‘Gelato Hut’, Old Military Road, Castle Douglas, Dumfries and Galloway 
  • 🎟 Tickets: £10 members | £15 non-members  

  Spaces are limited, so early booking is advised.  

👉 Book your ticket now 

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Women in Tourism Aberdeen event: hear from Claire Bruce & Raeanne Verlegh

This November, Women in Tourism is delighted to be coming to Aberdeen for a morning of connection, conversation and inspiration. 

On Monday 10 November, join us at the Douglas Hotel in the heart of Aberdeen, for a networking event designed to support and empower women across the tourism sector. 

We’re thrilled to welcome two accomplished speakers with deep roots in the North-east: 

  • Claire Bruce, Co-CEO of Glen Tanar Estate and former Chair of VisitAberdeenshire, has dedicated nearly 20 years to tourism in the region. From leading on responsible development at Glen Tanar to mentoring local entrepreneurs, Claire brings a wealth of knowledge and passion for sustainable tourism. 
  • Raeanne Verlegh, Travel Trade and Venue Hire Business Development Manager at the National Trust for Scotland, has built her career in the North-east and beyond, with experience at VisitAberdeenshire and in business travel. She is passionate about product development, strong partnerships and the power of Scotland’s heritage in tourism. 

 

Together, they’ll share their career journeys, what drives them, the challenges they’ve overcome, and their perspectives on the value of networks like Women in Tourism. Expect honest reflections, practical advice and plenty of inspiration. 

Whether you’re working in attractions, hospitality, events or destination management, this is a chance to meet like-minded professionals and take away fresh ideas for your career journey. 

Event details 

📅 Date: Monday 10 November 2025, 10:30 – 12:30 
📍 Venue: Douglas Hotel, 43-45 Market St, Aberdeen AB11 5EL 
🎟 Tickets: £10 members | £15 non-members 

👉 Book your ticket now

Spaces are limited, so early booking is advised. 

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Q&A with Shona Clelland: 35 years shaping culture and tourism in Scotland

With a career spanning 35 years, Shona Clelland has become a familiar and respected figure in Scotland’s cultural and tourism landscape. From her early experiences in her family’s bed and breakfast to leading strategy for some of Edinburgh’s most iconic venues – the Usher Hall, Assembly Rooms, Ross Bandstand and Church Hill Theatre – Shona’s path has been shaped by passion, perseverance and a deep commitment to the industry. As a founding board member of Women in Tourism, she continues to champion the next generation while celebrating the diversity, creativity and resilience that define the sector.   

  • Full name: Shona Clelland  
  • Where are you from? Scotland, but was born in Malaysia  
  • Where do you live now? Edinburgh  
  • What did you study/train in? Qualified general nurse. Also gained a BA Honours in English and History  
  • Job title and organisation: Cultural Venues Development Manager, City of Edinburgh Council  
  • Years working in tourism: 35 years 

Tell us a bit about your current role and what you love most about it

I lead on business strategy for the Cultural Venues – Assembly Rooms, Usher Hall, Ross Bandstand and Church Hill Theatre.  My role involves working with tourism, cultural, and hospitality organisations, partners, and stakeholders both locally and nationally.  I love the diverse nature of my role and the inspiring internal and external colleagues I work with.  

What path led you to a career in tourism? 

I experienced tourism from a young age, as I lived and worked in my parents’ Bed and Breakfast in North Berwick.  I began my career as a nurse, qualifying and working in this role. Following this, I gained a BA in English and History, which led me to move into the arts sector. Initially working annually at the Edinburgh Festival, I then moved to London and took on a variety of roles, including fundraising for a national dance company, managing an arts centre and TV studio, and working for a West End Theatre owner. All of these roles involved aspects of tourism and hospitality, and this element plays a larger part in my current role.  

What’s been a career highlight or proudest moment so far? 

My career highlights include running the venue that hosted TFI Friday, Top of the Pops and working with inspirational theatrical directors including Peter Brook and Simon McBurney. And being part of the project team that completed the refurbishment of the Assembly Rooms on time and on budget in 2012     

What advice would you give to someone starting in the tourism industry today? 

Tourism as a career offers excellent opportunities to share your passion, skills and knowledge with visitors from all over the world.  The training available and types of businesses and roles involved are so diverse that there are definitely opportunities for all.    

What does being part of Women in Tourism mean to you?   

As a founding member of Women in Tourism, the aspirations we had 10 years ago remain.  I so enjoy meeting such inspiring women and men from across the tourism sector and working to encourage more people to join the industry.  

Who has inspired you professionally? 

Two amazing women who have inspired me professionally and personally:   

  • Kate Nicholls – UK Hospitality  
  • Justine Simons – Deputy Mayor for Culture and Creative Industries  

What do you think is the biggest opportunity (or challenge) for Scotland’s tourism sector right now? 

  • Opportunities for Scotland’s tourism sector are focusing on sustainability through the Destination Net Zero initiative/heritage tourism.  
  • The challenges include rising costs and a labour shortage.  

Outside of work, how do you like to spend your time? 

Spending time with family and friends, socialising/ gardening/going to exhibitions and performances/ travelling  

Tell us about afavourite hidden gem in Scotland – somewhere you think everyone should visit at least once.   

Skara Brae, in Orkney  

If you could have dinner with any woman from history or the present day, who would it be and why? 

Annie Lennox is an amazing performer, activist, and philanthropist. I saw her in The Tourists in Edinburgh in 1980 and have always admired her.   

Shona’s journey is a testament to the breadth of opportunities within tourism – from nursing to the arts, from television studios to historic venues. Her story reflects the very essence of Women in Tourism: supporting, inspiring and empowering women at every stage of their career. As she looks to the future, her passion for sustainability, heritage and collaboration remains clear, reminding us all of the vital role tourism plays in shaping Scotland’s cultural identity. 

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