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.
