,

Stop the Scroll, Start the Conversation: Join Women in Tourism at The Hoxton Edinburgh 

How do you create content that captures attention in an increasingly crowded social media landscape? And once you have someone’s attention, how do you find the right words to turn it into meaningful engagement and action? 

Join Women in Tourism at The Hoxton Edinburgh on Monday 9 November for Stop the Scroll, Start the Conversation, a practical morning of social media, content, copywriting and conversation designed for women working across Scotland’s tourism and hospitality industry. 

We’ll be joined by Eilidh Robertson and Dympna McKenna, who will share practical ideas and techniques you can take back to your own business, organisation or role. 

From content to conversation with Eilidh Robertson 

Eilidh Robertson is an experienced social media and content specialist who creates, edits and delivers high-performing content designed to capture attention and drive engagement. 

With experience spanning social strategy, photography and videography, Eilidh has worked on content and social strategies for hotels around the world. 

During her session, Eilidh will explore just how much the social media landscape has changed. Tourism and hospitality brands are no longer simply competing for attention with other businesses in the sector. They are competing with everything else appearing on someone’s feed. 

She’ll share her top practical tips for creating content that can stop the scroll, from developing stronger creative ideas to hooks that capture attention, before exploring how great copy can turn that attention into conversation. 

Finding the words that work with Dympna McKenna 

Once you have captured someone’s attention, what do you say? 

Award-winning specialist copywriter Dympna McKenna will deliver a mini-masterclass designed to take some of the pain out of writing and help you transform content that falls flat into clear, compelling messaging. 

Named Best Specialist Copywriter at the Scottish Enterprise Awards, Dympna works with hospitality and tourism brands to transform their communications. Her clients include The National Trust for Scotland, HIT Scotland, Cromlix, Silverstone, luxury venues and DMCs across the sector. 

She’ll introduce practical, battle-tested frameworks that can help marketers, business owners and anyone responsible for promoting their organisation write more confidently and create messaging that connects with audiences and helps drive sales and revenue. 

Learn, connect and start your day inspired 

As always, a Women in Tourism event is also an opportunity to meet and connect with others working across the sector. 

Doors open at 8.30am for coffee, light breakfast snacks and networking before our speaker sessions begin at 9.30am. Following both talks, there will be time for questions and further networking before we wrap up at 11am. 

Whether social media is part of your day job, you’re responsible for marketing your own business, or you simply want to communicate what you do more effectively, this morning is designed to leave you with practical ideas you can start putting into action straight away. 

Stop the Scroll, Start the Conversation 

📍 The Hoxton, Edinburgh 

📅 Monday 9 November 2026 

🕣 8.30am–11am 

🎟 £15 per person for Women in Tourism members 

🎟 £20 per person for non-members 

Your ticket includes coffee and light breakfast snacks, both speaker sessions, Q&A and networking. 

BOOK YOUR PLACE

 

/by
,

Booking now open: Women in Tourism networking reception in Aberdeen

Women in Tourism is heading to Aberdeen this November for an informal evening of networking, conversation and connection at Hilton Aberdeen TECA. 

Taking place on Wednesday 4 November 2026, from 5pm to 7pm, the reception is an opportunity to meet fellow women working across Scotland’s tourism and hospitality industry in a relaxed and welcoming setting. 

Whether you’re looking to make new connections, catch up with familiar faces, exchange ideas or simply spend an evening with others working across our brilliant industry, we’d love you to join us. 

Connect with Scotland’s tourism community 

At Women in Tourism, we know just how valuable it can be to have a strong network around you. 

Our networking events are designed to bring together women working across different areas and at different stages of their careers, creating space to share experiences, learn from one another and build relationships that can continue long after the event itself. 

There’s no formal agenda for this reception. Instead, expect plenty of time to chat, connect and enjoy the company of fellow tourism and hospitality professionals. 

Your ticket includes two drinks and light bar snacks, such as crisps and olives, to enjoy while you mingle. 

Event details 

Date: Wednesday 4 November 2026 

Time: 5pm–7pm 

Venue: Hilton Aberdeen TECA 

Members: £20 per person 

Non-members: £26 per person 

Includes: Two drinks and light bar snacks, such as crisps and olives. 

We’d love to see members and new faces from across Aberdeen, the North East and further afield joining us for the evening. 

Booking is now open. Secure your place and join us in Aberdeen this November. 

/by
,

Women in Tourism October Event at Edinburgh Futures Institute

We’re delighted to announce that booking is now open for our next Women in Tourism event, taking place at Edinburgh Futures Institute on Monday 12 October 2026, from 16:00 to 19:00. 

Join us for an afternoon of fresh perspectives, career insights and connection, featuring a panel discussion with Emma Dorfman, Doctoral Researcher at Edinburgh College of Art, Design Informatics at the University of Edinburgh and Associate Artist at the Traverse Theatre, and Sam Rhynas, Founder and Managing Director of 17 Points. 

Bringing together two women whose careers span technology, creativity, data, AI, academia and the arts, the conversation will explore their career journeys, the work they are leading today and their experiences as women working in rapidly evolving spaces. 

Meet our panellists 

Emma Dorfman 

Emma is a Doctoral Researcher at Edinburgh College of Art, Design Informatics at the University of Edinburgh, and Associate Artist at the Traverse Theatre. 

Her research explores the past, present and future of digitally mediated theatre, with a particular focus on what she describes as “digitally site-specific theatre”: performances created specifically for digital spaces, from social media platforms and mobile apps to video games and extended reality technologies. 

Emma is currently working with Gareth Nicholls, Artistic Director at the Traverse Theatre, on the relaunch of its new work development programme, with an emphasis on mid-career theatre-makers and born-digital performance. 

Alongside her doctoral research, Emma is an academic tutor at the University of Edinburgh and Subject Editor for Digital Theatre and Performance for the Routledge Performance Archive. She has also been an invited speaker for the Fringe Society and European Festivals Summit. 

Sam Rhynas

Sam is the Founder and Managing Director of 17 Points, a Data & AI company helping organisations across Scotland turn technology into real business value.

She specialises in making Data & AI adoption practical, cost-effective and secure, cutting through the buzzwords to focus on genuine impact.

Her career has taken her across sectors including travel and tourism, health and social care, creative industries, agriculture and retail. Today, Sam works with start-ups, scale-ups, established businesses and third sector organisations, helping leaders embed AI into their strategies, unlock new revenue and reduce risk.

Sam is also a mentor for founders and SMEs through Techscaler, Investing Women Angels and Barclays Eagle Labs, as well as an AI Mentor for Highlands and Islands Enterprise and South of Scotland Enterprise.

Alongside her work with organisations, Sam is an active voice in Scotland’s technology community. She leads Girl Geek Scotland, co-organises PyData Edinburgh and previously served on the board of the Scotland AI Alliance.

In 2023, Sam was named Inspiring Woman of the Year at the Scotland Women in Tech Awards.

An afternoon of conversation and connection 

We’ll welcome attendees to Room 2.55 at Edinburgh Futures Institute from 16:00, with registration followed by tea and coffee from 16:30. 

From 17:00 to 18:00, they will join us for our panel discussion, sharing insights from their careers and experiences and exploring what they have learned along the way. 

We’ll then round off the afternoon with drinks and an hour dedicated to networking. 

Creating opportunities for women across the sector to learn from and support one another is at the heart of Women in Tourism. Our events are a chance to exchange ideas, meet new people, catch up with familiar faces and build meaningful professional connections. 

Whether you’re at the beginning of your career, leading a team or business, or somewhere in between, we’d love to welcome you. 

Event details 

Date: Monday 12 October 2026 

Time: 16:00–19:00 

Venue: Room 2.55, Edinburgh Futures Institute 

16:00 – Arrival and registration 

16:30–17:00 – Tea and coffee 

17:00–18:00 – Panel discussion 

18:00–19:00 – Drinks and networking 

Tickets: 

Women in Tourism members: £20 per person 

Non-members: £25 per person 

Booking is now open. Secure your place and join us for an afternoon of ideas, conversation and connection. 

/by
,

Women in Tourism Webinar: tackling imposter syndrome

Even the most experienced professionals can sometimes feel like they don’t quite belong.

Whether it’s questioning your achievements, doubting your abilities, or feeling pressure to prove yourself in new situations, imposter syndrome affects people across every stage of their career, including many successful women working in tourism, hospitality and business leadership.

On Friday 3 July, Women in Tourism invites you to join us online for an honest and supportive conversation exploring imposter syndrome, confidence and self-belief in the workplace.

This virtual event brings together inspiring women from different sectors to share their experiences openly, discuss the challenges many professionals face behind the scenes, and explore practical ways to navigate self-doubt while continuing to grow professionally.

Meet the speakers

Dr Jeanette Forbes OBE

Founder and CEO of Aberdeen-based PCL Group, Jeanette Forbes OBE is an award-winning entrepreneur, business leader and passionate advocate for women in business and STEM.

From building an international technology company from her kitchen table to leading businesses across technology, hospitality and innovation, Jeanette brings a wealth of experience in leadership, resilience and navigating the challenges that come with professional success.

Kim Woolner

Joining Jeanette is Kim Woolner, an accomplished HR and business professional, coach and consultant with more than 25 years’ experience helping organisations and individuals thrive.

Specialising in culture change, employee wellbeing and inclusive workplaces, Kim combines strategic business expertise with practical coaching to help people build confidence, overcome challenges and realise their full potential.

Kim is a Board Director at VisitAberdeenshire, Vice-Chair of the CIPD North Scotland & Islands Committee, part-time CEO of the Russell Anderson Foundation, and a Fellow of the CIPD.

Together, Jeanette and Kim will explore why imposter syndrome affects so many accomplished professionals, sharing personal experiences, practical advice and strategies to help attendees build confidence and embrace new opportunities.

Why this conversation matters

At Women in Tourism, we know that confidence gaps can impact career progression, visibility and leadership opportunities across the sector.

Creating supportive spaces where women can share experiences openly, learn from one another, and feel encouraged in their professional journeys is central to our mission.

This session is designed to remind attendees that self-doubt is far more common than many people realise, and that confidence is something we can continue to build together.

Event details

📅 Friday 3 July 2026

⏰ 10:00–11:00am

📍 Online webinar

🎟 Tickets:

  • Free for Women in Tourism members
  • £5 for non-members

Book it here

Why attend?

  • Hear honest insights from experienced women leaders
  • Explore practical ways to navigate imposter syndrome
  • Connect with a supportive community across the tourism sector
  • Take time to reflect on confidence, growth and leadership

Whether you’re early in your career or leading at senior level, this webinar offers a welcoming space to learn, reflect and connect with others who understand the realities behind professional confidence.

/by
,

Women in Tourism Summer Social 2026

As the summer season gathers pace, we’re inviting women from across Scotland’s tourism and hospitality sector to come together for an evening of connection, conversation and community.

Join us on Thursday 18 June at Tigerlily, Edinburgh for the Women in Tourism Summer Social, a relaxed networking evening designed to bring people together before what promises to be another busy season across the industry.

Whether you work in attractions, hospitality, events, travel, marketing or destination management, this is an opportunity to step away from the day-to-day, reconnect with familiar faces, and meet new people working across the sector.

At Women in Tourism, we believe some of the most valuable conversations happen outside the boardroom. Over drinks and nibbles in the heart of Edinburgh, we’ll create space to share ideas, strengthen connections and celebrate the people who help make tourism in Scotland such a vibrant and welcoming industry.

Our Summer Social is all about building community in an informal, supportive environment. No panels. No presentations. Just great company, relaxed conversation, and a chance to welcome the season together.

Why attend?

  • Expand your network in a relaxed and welcoming setting
  • Connect with women working across Scotland’s tourism and hospitality industry
  • Catch up with peers before the busy summer season begins
  • Meet new contacts, collaborators and future supporters
  • Enjoy an evening of drinks, nibbles and conversation at one of Edinburgh’s most stylish venues

Event details

📅 Thursday 18 June 2026

⏰ 5:00 pm – 7:00 pm

📍 Tigerlily, Edinburgh

🎟 Tickets: Members: £20 Non-members: £25

Drinks and nibbles included.

 

Whether you’re a long-standing member or joining us for the first time, we’d love to welcome you for an evening of connection, support and shared celebration as we head into summer together.

Spaces are limited, so we recommend booking early.

/by
,

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. 

/by
Rosie Wilmot
,

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. 

/by
,

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. 

/by
Lesley Wood
, ,

Q&A with Lesley Wood: 35 years shaping Scotland’s tourism sector

With a career spanning more than three decades, Lesley Wood has become a familiar and respected figure in Scotland’s tourism sector. Based in Glasgow, she leads LMW Consulting Ltd, working with businesses of all shapes and sizes – from agritourism to visitor attractions – to drive growth and innovation. In this Q&A, Lesley reflects on the journey that took her from Glasgow’s bustling hospitality scene to her current role as a consultant, and shares insights into the people, places, and opportunities that continue to inspire her. 

  • Full name:  Lesley Wood 
  • Where are you from? Glasgow, Scotland 
  • Where do you live now? Glasgow, Scotland 
  • What did you study/train in?  Business Studies and Marketing  
  • Job title and organization:  Consultant, LMW Consulting Ltd 
  • Years working in tourism: 35 years 

 

Lesley Wood

Lesley Wood

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

 

I provide business development consultancy and love the variety my role brings – collaborating with a diverse range of people and businesses across Scotland.  

From working closely with the tourism community, including sole traders, and the farming sector, to supporting tour guides, hotels, visitor experiences, and member organisations, every day offers new connections and opportunities to make a difference. Quite literally never a dull moment. 

What path led you to a career in tourism?  

Like many career paths, mine began by chance. I started out working in city centre bars in Glasgow, which led me to One Devonshire Gardens, a unique boutique hotel, back in 1990. As I moved into more specialised business roles, opportunities in tourism continued to follow. With amazing venues, stunning locations, and the privilege of working alongside the nicest people, what’s not to love! 

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

 It’s really challenging to name one. Working across the various agritourism businesses has been great.  They are a great community, super easy to work with. Caroline Millar introduced me to this sector, it’s more just like hanging out with a fun bunch of people rather than work (but I do work, they all just make it seem easy!).  

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

For me, tourism strikes the perfect balance between business and pleasure – despite the old saying that you should never mix the two.  

Alongside rewarding business opportunities, it has opened doors to incredible travel experiences across Scotland, to places I may never have visited, and gifted me lasting friendships along the way. 

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

 As someone who is self-employed, working with the fellow Board members brings me a sense of having work colleagues and focus to my career. 

Who has inspired you professionally?  

 Caroline Millar of Scottish Agritourism.  

Caroline’s passion just keeps on going, she’s extremely driven and somehow always manages to make time to socialise, quite often it’s Caroline hosting parties! 

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

 The change in people’s work patterns which has impacted city centre tourism i.e., business lunches, spontaneous after work drinks and general city centre footfall.  

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

 Walking our dog with my husband, going for brunch, my absolute favourite meal without question, and travelling. 

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

 It’s not particularly hidden, I go to North Berwick at least twice a year with my family. It’s perfect! I’d go more often if I could. 

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

I’d have dinner with first and original Business Gateway Advisor, Rowan Main, effortless fun. She emits good vibes. 

  

From her early days in Glasgow’s hospitality sector to her work supporting agritourism and beyond, Lesley’s career is a reminder of the rich variety and rewarding experiences that tourism offers. As a Women in Tourism board member, she champions connection, collaboration, and inclusion – values that lie at the heart of the organisation’s mission. We’re delighted to share her story as part of our series celebrating the women shaping Scotland’s tourism industry today. 

/by
, ,

Always learning – how we inspire the tourism leaders of tomorrow

Attendees at the WIT Conference, 2025

“The workforce of the future” is a topic that gets a lot of attention in 2025. Organisations are looking to engage the Gen Z demographic to attract and retain their talent: a generation that statistically, represent around a quarter of the workforce right now (a share that’s predicted to rise to almost a third by 2035), but will work until they’re 70, and in many cases, will take on professional roles we currently can’t even dream of. They’re a brave and globally savvy generation that takes technology in their stride, and knows their worth both in and out of the workplace. However, how we engage with, mentor, and support this headstrong group of current and future colleagues is a responsibility that is, or should be, faced by every sector both here in the UK and around the world. 

Women in Tourism is no different. An organisation that started in 2015, we work to create an inclusive and friendly group of women working at all levels in the tourism sector – our chapter started, and is based in, Scotland, with members situated from the Borders to the Outer Hebrides. In an effort to understand more about our members’ priorities, our new board recently surveyed the WIT membership, looking to improve what we do and how we welcome women at all levels in the tourism and hospitality sector in Scotland. Our membership is small, but mighty, and while it’s predominantly made up of senior women in the sector, we learned a lot from the results about how we can work to attract members at the start of their careers. Here are some of the key takeaways: 

Network is everything 

The wonderful thing about tourism is that its reach is expansive. You could be working in the busiest attraction in central Glasgow, or the tiniest visitor centre on a remote island, but your purpose is the same: to welcome visitors to our amazing country, help them make great memories, and to pass those positive experiences on. In a sector like ours, a supportive network is vital to making sure everyone feels part of that bigger picture. We’re working to strengthen that network over the coming months and years through events both on and offline, mentoring opportunities, and more general visibility of the Women in Tourism cohort so that members and members-to-be feel included and valued. 

“In a sector like ours, a supportive network is vital to making sure everyone feels part of that bigger picture.”

Communication is vital 

Tourism and hospitality all boils down to people. Warmth, friendliness, conversation are all part of our sector’s DNA, so it’s no surprise that’s what colleagues value too. Communication can take many forms, from dynamic presentations to positive social media posts, networking sessions that allow for longer conversations, to regular emails that can be read at leisure. What’s important is finding the formats that work best for your audience. We’ll be testing and learning over the coming months, and we’d love your feedback on what’s working for you, and what isn’t. Let us know using your preferred method. 

Advocacy should be central to our purpose 

In an age where everyone is competing on what’s the most important topic of the day, the women in our sector want to feel represented on key issues, whether that’s inclusive pay and benefits, or on their contribution to Scotland’s presence on the world stage. Advocating for our members on what matters to them is so important. From boosting our presence and our voice in on and offline channels, to creating a programme of direct engagement with policymakers here in Scotland, we’ll grow our voice on behalf of women working in our sector to champion what’s important to them. 

“Tourism and hospitality all boils down to people. Warmth, friendliness, conversation are all part of our sector’s DNA”

​​However, the biggest challenge for us, and one that will continue to be, is how we engage the next generation of women in tourism. Our membership is broadly made up of those in senior positions in tourism, those who, from a number of years in the sector, understand the value of peer-to-peer engagement, of a priceless chance conversation over event drinks, or the fizz of inspiration sparked by a carefully chosen event speaker’s presentation. We want to light that fire in the next generation by improving the visibility of Women in Tourism and what it offers, particularly how we enable and support growth and development in our sector. 

Ultimately, there’s always more to learn. Regular surveys support that learning, as does listening to your audience and finding out what makes them tick, what gets them up and out to work each morning. Ours, and organisations like ours, are united in our love of working in this amazing industry, and its long-term sustainability is rooted in ensuring that what we offer, and what the sector offers, are accessible and relevant to the next generation.  

We’re excited to be embarking on this new chapter of Women in Tourism, hitting the balance of achievable and aspirational in every event and every communication point for all women working in our sector – whether they’re members, or members to be.  

Come and join us. 

Lesley Williams speaking at the 2025 Women in Tourism Conference

Lesley Williams is Chair of the Board for Women in Tourism 

/by