What came first, Tourism or Marketing?

Tourism and Marketing: A Career Rooted in Scotland
Tourism came first for me. I began my journey in the Scottish tourism industry in 1991 while studying at Edinburgh University. During my summer breaks, I worked for the Scottish Tourist Board, answering calls from people eager to visit Scotland. This early experience laid the foundation for my deep knowledge of Scotland as a premier travel destination. One moment, I would explain why travellers should visit Shetland; the next, I’d recommend the best spot for fish and chips in Fife.
For two summers, I helped tourists navigate Scotland, and upon graduating, I joined the marketing department of the Scottish Tourist Board’s UK division. The job offered a steep learning curve, with responsibilities ranging from organising exhibitions to guiding coach operators around Scotland and working with the travel trade. These experiences strengthened my understanding of Scotland’s tourism potential while allowing me to explore the country’s diverse attractions first hand.

Machair Beach Isle of Islay Andrew Drane
Formalising My Marketing Expertise
My time at the Edinburgh Tourist Board revealed a need to deepen my marketing skills formally. To achieve this, I spent two years studying at Stevenson College and Napier University at night, earning my Diploma in Marketing. This qualification enabled me to become a Chartered Marketer through the Chartered Institute of Marketing (CIM), where I have continued my professional development ever since. Becoming a Fellow of the CIM has been a career milestone, reflecting my dedication to staying current in an ever-evolving field.
Keeping Pace with Change: Tourism and Marketing
The tourism and marketing landscapes never stand still, and neither do I. To stay at the forefront of the industry, I have completed the Destination Leadership Course at Napier University and a Sustainable Tourism Credit with Glasgow University. Most recently, I graduated from the Rural Leadership Course run by Scottish Enterprise, which enhanced my understanding of rural Scotland’s challenges and opportunities. This experience broadened my network across the country, from Eriskay to Galloway.
Beyond formal education, I continually immerse myself in Scotland’s tourism offerings. Whether travelling for business or pleasure, I ensure my knowledge of Scotland’s attractions remains fresh and relevant—a critical asset in the tourism industry.
Embracing Digital Marketing
As marketing evolves, so do my skills. I’ve pursued online courses and digital marketing certifications from institutions like the Digital Marketing Institute and Robert Gordon University. These programs equip me with cutting-edge strategies for effectively promoting businesses and destinations in an increasingly digital world.
Tourism First, Marketing Second—A Unique Combination
So, what came first: tourism or marketing? For me, tourism was the starting point, followed closely by marketing. Why does this order matter? This means that I bring a lifetime of experience in Scottish tourism and a deep passion for it. My expertise extends from Scotland’s northernmost isles to its southern borders. Coupled with my marketing proficiency, I’m uniquely positioned to help businesses and communities effectively showcase what makes Scotland unique.
If you’re looking for someone who lives and breathes Scottish tourism—and knows how to market it—I’m here to help. Let’s connect and discuss how we can elevate your business or community to new heights.
Contact me: fionadranemarketing@outlook.com