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.
Over 30 Years in Scottish Tourism & Rural Marketing
I have been working in the tourism industry since 1991, with extensive experience in destination marketing, visitor engagement, and rural tourism development. From 1991 to 2006, I held key leadership roles in Scotland’s tourism sector, including Director of Marketing at the Scottish Borders Tourist Board, Chief Executive, and later Area Director for VisitScotland.
Following this, I transitioned to the private sector, working in a marketing agency specialising in rural businesses across various industries, while maintaining a strong focus on tourism marketing, visitor experiences, and sustainable rural development.
My expertise spans destination branding, digital marketing, visitor experience strategy, business development, feasibility studies, and marketing strategies for tourism operators and rural enterprises.
Recent Client Projects
I have led impactful tourism marketing initiatives, including a Responsible Tourism Campaign for Outer Hebrides Tourism and a Marketing Plan for Silverburn Park in Leven.
I specialise in helping tourism businesses, destinations, and communities develop feasibility studies, marketing plans, and new product strategies to grow their business and attract visitors.
Beyond strategy, I also provide hands-on marketing support, delivering digital marketing campaigns, brand communications, and content marketing to drive engagement and bookings.
About Fiona Drane Tourism Marketing
I established Fiona Drane Tourism Marketing to support tourism destinations, businesses, and communities in developing sustainable and successful visitor experiences.
As a former Chair of the Borders Chamber of Commerce, I bring leadership experience to my work. I am currently a Trustee of Gunsgreen House, leading its marketing efforts, and a Director of SCOTO, where I focus on promoting Scotland’s community tourism sector.
Lifelong Learning: Knowledge that Drives Success
I’m a firm believer in lifelong learning—because staying ahead in a fast-changing world is key to success. My academic journey began with an MA in Politics and Modern History from Edinburgh University, followed by a Diploma in Direct Marketing from Napier University in 1997/98.
More recently, I’ve deepened my expertise with:
✅ Destination Leadership Course – Napier University (2022)
✅ Sustainable Tourism Course – Glasgow University (2022)
✅ Rural Leadership Programme – Scottish Enterprise (2023/24)
✅ Strategic Digital Marketing Course – Robert Gordon University & Digital Marketing Institute
I also maintain Fellow Chartered Marketer status with the Chartered Institute of Marketing, submitting annual CPD to stay at the forefront of industry trends.
What This Means for Your Business
My ongoing learning isn’t just for me—it’s for the businesses I work with. Here’s how it benefits you:
Cutting-Edge Marketing – Bringing fresh, research-backed strategies that help you stand out.
Proven Leadership – Insights from top industry programmes ensure strategic, results-driven decision-making.
Sustainable & Digital-First Approach – Helping businesses adapt to changing visitor expectations and digital trends.
Data-Driven Results – Applying the latest thinking in marketing, tourism, and leadership to deliver real impact.
By continuously evolving my knowledge, I ensure the businesses I support stay ahead of the curve—thriving in Scotland’s competitive tourism landscape.
Making Tourism Work
Vision
Work with rural Tourism Businesses’ 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 Businesses and Communities to ensure rural Scotland is a sustainable place to live, work, and visit.