Visitor Engagement is responsible for marketing Scotland to UK and overseas visitors; focusing on all aspects of the customer journey, from researching the customers' needs, to providing visitor information before, during ,and after their visit.

There are five departments in Visitor Engagement :

• UK & Ireland Marketing
• International Marketing
• Business Tourism Unit
• Vistor Services
• Local Marketing

Director of Visitor Engagement – Malcolm Roughead, OBE

Malcolm Roughead joined VisitScotland from Diageo. He came from Guinness World Records as Global Sales and Marketing Director to take up his post at VisitScotland in May 2001. A graduate in Modern Languages from Glasgow University in 1981, Malcolm previously held a number of senior marketing positions with Guinness in Africa, Europe, the Middle East and North America. He has also worked in marketing with Nestle and Beechams in London. He has extensive experience in developing brands in a number of national and international markets. At Guinness, he successfully took the company into a wider media environment and was involved in Change Management and Start-up Operations.

In March 2004, Malcolm was awarded the title of Scottish Marketeer of the Year at the Scottish Marketing Awards. He is also a fellow of the Institute of Direct Marketing and of the Marketing Society.

In 2005 he was awarded an OBE for services to the tourist industry.

Key Contacts
For a list of key contact please go to our contact us page

Related Content
For an overview of marketing activities available for your business see Marketing Opportunities.
For details of VisitScotland marketing research see Research and Statistics.
To find out about VisitScotland Branding, click here.

Business Tourism Unit Websites
The Business Tourism Unit have their own website at www.conventionscotland.com
The industry site, for partners who work with BTU in the business tourism market, is available at http://conventionscotland.com/industry