Fife Tourism Partnership

New CEO of VisitScotland Announced

9 May 2024

Vicki Miller, the Director of Marketing and Digital at VisitScotland, has been appointed as our new Chief Executive Officer (CEO).

She will take over from Malcolm Roughead OBE, who will retire from VisitScotland at the end of September after more than 23 years with the organisation and 14 as CEO.

Vicki is an experienced leader and marketing expert. After a career in the private sector, she moved into the tourism industry with a role at the then Dumfries and Galloway Tourist Board, where she was latterly Acting Chief Executive.

She joined VisitScotland in 2005 and since then, she has held a number of key positions including Head of Local Marketing, Head of Content Marketing and Head of Customer Experience. She was promoted to the position of Director in 2019.

Her appointment as CEO follows an open recruitment process which was led by VisitScotland’s Board and attracted candidates from a range of backgrounds.

The panel agreed unanimously that Vicki was the outstanding candidate to lead the next chapter for VisitScotland.

She brings a wealth of experience and a real understanding of not only the challenges faced by industry but also the opportunities for growth in tourism and events.

As a leader, she demonstrates a clear commitment to people and has a strong track record of collaboration with stakeholders and partners across Scotland.

I look forward to working with Vicki to build on Malcolm’s exemplary leadership and continue VisitScotland’s focus on growing the value of the visitor economy for Scotland.Stephen Leckie, Chair of VisitScotland

I am pleased to see today’s appointment of Vicki Miller as VisitScotland’s new CEO. Tourism, hospitality and events play a key role in driving our economic, social and cultural objectives, bringing visitors from all over the world to Scotland and in turn, helping to sustain communities, create jobs and attract investment across the country.

Vicki brings with her a wealth of experience from across the visitor sector and beyond, and is very well-placed to lead the organisation into its next chapter, while advocating on behalf of this vital industry.Richard Lochhead, Business Minister

It’s an honour to be appointed CEO of VisitScotland, after 20 years working in the tourism industry. I am passionate about tourism and events and believe firmly in the positive impact VisitScotland already makes in delivering for our country.

As we look to the future, I am committed to building on those foundations, based on continued collaboration with industry, partners and wider stakeholders.Vicki Miller, VisitScotland


Vicki moved into tourism and the public sector after gaining substantial experience in the energy and financial services sectors.

She 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.

Vicki will continue in her current role as Director of Marketing and Digital until she formally takes up the CEO position on 1 October.

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