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

 

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. 

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.