Women: The Bedrock of Scottish Tourism

Scotland’s stunning landscapes, rich history, and vibrant culture make it a sought-after destination for travellers worldwide. But behind the magic of this thriving tourism industry is a force often overlooked: women. From heritage preservation to modern hospitality, women play a pivotal role in shaping the experiences that draw millions of visitors to Scotland annually.

Custodians of History and Heritage

Scotland’s castles, museums, and historic sites are among its biggest tourist attractions, and women have long been central to their preservation and storytelling. Many of Scotland’s iconic landmarks owe their upkeep and interpretive efforts to female historians, curators, and heritage professionals.

For example, the National Trust for Scotland—a key player in preserving the country’s historic sites—boasts many women at the helm of projects that protect iconic landmarks like Culzean Castle and the Falkland Palace. These women ensure that Scotland’s rich tapestry of stories, from medieval queens to Industrial Revolution heroines, is safeguarded and celebrated.

Leaders in Sustainable Tourism

Sustainability is increasingly important in global travel, and women are at the forefront of Scotland’s eco-tourism initiatives. Female entrepreneurs create innovative experiences prioritising the environment while showcasing Scotland’s natural beauty.

From running eco-lodges in the Highlands to leading sustainable foraging tours along the coastline, women are pioneering ways for visitors to engage responsibly with Scotland’s wild places. Their commitment ensures that Scotland’s tourism industry remains a force for good, preserving the environment for future generations.

Fiona Drane and Emma Clark (co-owner Glengdale House) celebrating being 100 women in Tourism on Big Strand Beach Islay

Hospitality Champions

At the heart of Scottish tourism lies hospitality, and women are the backbone of this sector. From small bed-and-breakfasts to world-renowned luxury hotels, women manage, staff, and innovate the establishments that make visitors feel at home.

Female chefs and restaurateurs are also elevating Scotland’s culinary scene. The emphasis on locally sourced ingredients and traditional recipes—think Cullen skink or cranachan—has become a major draw for food tourism, with women at the forefront of this movement.

Cultural Ambassadors

Women play a vital role in promoting Scotland’s cultural heritage. Many female musicians, artists, and performers are the face of Scotland’s festivals, such as the Edinburgh Fringe, Celtic Connections and Heb Celt. By sharing their talents, they breathe life into the country’s traditions and bring new energy to its cultural identity.

Additionally, women are integral to crafting authentic experiences for visitors. Tour guides, storytellers, and craftspeople—many women—offer a personal touch, connecting travellers to Scotland’s heart and soul.

The Community Builders

Scoto 2023 Conference Kingussie

Tourism doesn’t exist in isolation—it thrives on the strength of local communities. Women, often the glue of these communities, are instrumental in creating inclusive and vibrant spaces for visitors and locals alike. They run community centres, organise events, and foster connections that enrich the tourist experience.

For instance, many female entrepreneurs in rural Scotland have turned their family farms into visitor attractions, blending hospitality with education about Scotland’s agricultural traditions. These efforts boost local economies and give travellers unique insights into Scottish life.

SCOTO Board Meeting Dunkeld August 2024

Empowering the Future of Tourism

The impact of women in Scottish tourism isn’t just about today—it’s about shaping a sustainable and inclusive future. Women-led organisations and initiatives are mentoring the next generation and ensuring that Scotland continues to be a world-class destination.

Women in tourism networks, such as Women in Tourism Scotland, provide support, training, and advocacy for women at all levels of the industry. Empowering women to lead, innovate, and excel ensures the sector’s resilience and vibrancy for years to come.

 

A Proud Advocate for Women in Tourism

I am proud to be at the heart of this dynamic and inclusive industry  I am delighted to be a member of the prestigious 100 Women in Tourism.

In addition to my role as marketing tourism consultant, I am a  Director of SCOTO (Scottish Community Tourism), an organisation dedicated to empowering local communities through sustainable and inclusive tourism initiatives. https://www.scoto.co.uk/

Visit fionadranemarketing.com to learn more about how I combine my expertise, passion, and vision to help businesses and communities thrive in Scotland’s vibrant tourism sector.

Crocodile Rock Millport Fiona Drane

Conclusion

Women are the backbone of Scottish tourism—preserving history, driving innovation, and shaping authentic experiences. Their leadership and creativity power an industry that showcases Scotland’s beauty and culture to the world. As we celebrate Scotland’s rich heritage and breath taking landscapes, let’s recognize the women who make it all possible. They’re the storytellers, caretakers, and innovators ensuring Scotland remains a world-class destination.

Scotland’s tourism thrives because of them—quietly shaping its legacy and securing its future.

“Tourism can empower women in many ways, particularly by providing jobs and opportunities for income generation. Women are natural custodians of culture, history, and hospitality, making them integral to the success of the tourism industry.” – UN World Tourism Organization (UNWTO)