Fiona’s Story
It all began with a French Exchange when I was 14. Taking my French pal around Scotland with my parents, I immensely enjoyed showing how beautiful it is. My mum said to me. “You are so enthusiastic about talking about how great Scotland is you should work for the Tourist Board.”
So, aged 19, I did.
Working in Tourism Since 1991
I worked for National and Local Tourist Boards from 1991 to 2006. My last roles were Director of Marketing at the Scottish Borders Tourist Board, Chief Executive and then Area Director for VisitScotland.
I then worked in a marketing agency focusing on rural clients across all sectors, although I still had a strong tourism foundation.
Recent client projects have included a Responsible Tourism Campaign for Outer Hebrides Tourism and a Marketing Plan for Silverburn Park in Leven.
I also work with many tourism businesses that want a feasibility or marketing plan to create a new product or build their business.
I have also worked with clients to carry out their marketing communications, including digital marketing and other communications.
I have set up Fiona Drane Tourism Marketing to focus on working with tourism destinations, SMEs, and communities.
I am a former Chair of the Borders Chamber of Commerce. I am a Trustee of Gunsgreen House, responsible for marketing, and a director of SCOTO, also responsible for marketing.
Finally, I have been a founding member of Scotlandhour since 2011, which sells Scotland on Twitter once a month.
Lifelong Learning
I am a believer in lifelong learning. My first degree was a Politics and Modern History MA at Edinburgh University. In 1997/8, I graduated with a diploma in Direct Marketing from Napier University. In 2022, I graduated from the Destination Leadership Course at Napier and a short online Sustainable Tourism Course at Glasgow University. I am a 2023/24 graduate of the Rural Leadership Programme run by Scottish Enterprise. I also completed the Strategic Digital Marketing Course with Robert Gordon University and the Digital Marketing Institute. I submit my continual professional development to the Chartered Institute of Marketing annually to retain my Fellow Chartered Marketing status.
Making Tourism Work
Vision
Work with rural Tourism SMEs and communities to dream big about their businesses and communities, ensuring current and long-term sustainability for locals and an authentic experience for visitors.
Mission
Work with Rural Tourism SMEs and Communities to ensure rural Scotland is a sustainable place to live, work, and visit.