Making Waves: My 30-Year Journey in Scottish Tourism

Three things you might know about me and three maybe not.
May Know
1. Scottish Tourism
With a career spanning over thirty years in Scottish Tourism, I bring a wealth of experience and a deep-rooted passion for showcasing the beauty of Scotland. It all began in 1990 when I landed a student job as an information assistant at the Scottish Tourist Board. My role involved answering calls and writing letters to entice people to explore or revisit the wonders of Scotland. This diverse country, where I grew up, has always inspired me, and my mother’s belief in my ideal career path has been proven right. https://www.fionadranemarketing.com/fionas-story
Since then, I have worked in the public and private sectors at national, city, and rural levels, working with tourism businesses across Scotland. I have enhanced this on-the-job experience with continuous learning, including the University of Napier Destination Leadership Course and the University of Glasgow Sustainable Tourism Short course. I am also a frequent visitor to all parts of Scotland, continuously enhancing my knowledge and understanding of the diverse tourism landscape.
May not Know
But my journey in tourism didn’t begin in Scotland; it started in Canada. Before stepping through the Scottish Tourist Board doors, I spent two summers working at Canada’s Wonderland. The first summer was spent in retail, selling t-shirts, sweatshirts, and souvenirs. The second was when I worked on the Dragon Fyre, a roller coaster in the medieval part of the park. I am delighted to find that it is still running today. This early experience in a different country and culture taught me valuable lessons that I carry today. https://www.canadaswonderland.com/rides-experiences/dragon-fyre
What did I learn from this experience? First and foremost, the customer is the centre of everything, and your job is to enhance the customer’s visit. This belief in customer-centric principles has been a guiding force in my career. Second, work very hard, but have fun and enjoy what you do, too. Third, you are the brand, not just the Park; you must show that in everything you do and be professional.
These principles have been the cornerstone of my career in tourism and continue to shape my professional journey. I firmly believe in putting the customer at the centre of everything, working diligently while finding joy in the process, and always representing the brand with professionalism and dedication. This belief in customer-centric service has been a driving force in my career, guiding me to enhance the visitor’s experience at every turn.
2. Fellow Chartered Marketer
May Know
As a Fellow of the Chartered Institute of Marketing, I am committed to continuous professional development. To retain this status, I complete my professional development and submit it to the Chartered Institute of Marketing every July. I ensure I stay updated with the ever-changing marketing world through online learning, such as a Strategic Digital Marketing Course with Robert Gordon University and the Digital Marketing Institute.

Fellow Chartered Institute of Marketing
May not know
My first degree was in Modern History and Politics at Edinburgh University. At that time, I only vaguely knew what marketing was. Had it been suggested to me as a University Course, I know my younger self would have dismissed it outright.
Very early into my time at Edinburgh Tourist Board, I was given the opportunity to study Marketing at night at Stevenson College for two years. A Direct Marketing Qualification with Napier University followed. Learning on the job, being mentored and then understanding the theory and intelligence behind it was valuable to me as a young tourism marketer. It allowed me to move up the career ladder, which, in my case, was the marketing manager position at the Scottish Borders Tourist Board. It changed my life as we moved from the city to this beautiful part of the world.
History and politics were useful; I met my future husband at Edinburgh University. However, the skills required for that degree are still used today. History allowed me always to see things from every side. Politics—well, what industry does not have its share of Politics? I still take a great interest in it personally.
May Know
3. I love swimming in the great outdoors.
You may know from my numerous mentions of my love for Loch and sea swimming that I swim at every opportunity, weather permitting. I have swum in many locations across Scotland. my main swimming hub is Lindean Loch, a place I love and with over 24 years of memories. I swim throughout the year. Winter swimming is a shorter experience, but knowing I can go into the water and see things from the waterside makes me feel like I have a superpower.
My swimming has a tourism connection. My mum taught me to swim, and I finally managed it at the Kinloch Hotel swimming pool on Arran when I was seven.
May not know
I refused to go into the water for years because I hated cold water. If I did manage to get in, it had to be a Scottish heatwave so not often. It would take me 25 minutes to manage and was usually a one-off occasion.
However, seeing my husband and daughter enjoying water sports and swimming at Husinis Beach in 2021, I decided I was losing out. So, on my birthday in 2022, I got a wetsuit. My birthday is in March, so I only tried in the summer. On 2nd July 2022, I went into the sea at Bosta beach, and the rest is history. I now swim all year round and wear a swimsuit (with the essential gloves and socks) for much of it.

Celebrating swimming at Husinis Beach
I am not alone in this. Swimming outdoors offers enormous opportunities for tourism businesses, particularly for extending the season. https://www.fionadranemarketing.com/blog/make-winter-more-aslan-less-white-witch
Summary
My 30-year journey in Scottish tourism has been shaped by a profound passion for showcasing Scotland’s beauty, a commitment to customer-centric service, and a dedication to lifelong learning. Starting as an information assistant at the Scottish Tourist Board, I have gained diverse experience across the public and private sectors while continually enhancing my skills through education. I have professional qualifications in marketing as a Chartered Marketer and Fellow of the Chartered Institute of Marketing.
While my adventure began in Canada, where I learned important lessons about customer engagement and brand representation, my heart lies in Scotland, where I have embraced various roles within the industry. My academic background in Modern History and Politics has enriched my perspective, allowing me to approach challenges from multiple angles.
Outside of work, my love for outdoor swimming has complemented my tourism career, deepening my connection to Scotland’s natural beauty. This passion provides personal joy and highlights the potential for tourism growth through outdoor activities. As I look to the future, I remain committed to enhancing the visitor experience while promoting Scotland as a premier travel destination.
Interested in discussing how my expertise can benefit your tourism business? Email me fionadranemarketing@outlook.com or phone 07900462098.