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Category: ASSC Talks

New World, New Opportunities – Trends to Capitalise on to Compete in a Global Tourism Market – Tuesday, 7th March 2023

Vicki Miller, Director of Marketing & Digital, VisitScotland covered an overview of the latest consumer trends looking at consumer demand for travel, changes in consumer behaviour including changes to the ways consumers are booking their holiday. The session will provide an overview of how VisitScotland are responding to these trends, how they are promoting the self catering sector and what you can do to be discoverable in a competitive market place.

the logo of Visit Scotland

Vicki joined VisitScotland in 2005 after three successful years with Dumfries & Galloway Tourist Board where she held the posts of Head of Marketing & Visitor Services and Acting Chief Executive. Vicki played a key role in the region’s recovery post foot & mouth and delivered a three-year European funded Marketing programme working with local stakeholders.

Since then she has held a number of Senior Marketing positions within VisitScotland including Head of Local Marketing, Head of Content Marketing and Head of Customer Experience. Vicki has also been instrumental in leading the organisation’s digital transformation programme of work.

On 1st November 2019 Vicki was appointed as VisitScotland’s Director of Marketing & Digital, having undertaken interim responsibility for the role for 15 months.

The Marketing & Digital Directorate plays a key role in delivering on VisitScotland’s Responsible Tourism ambition with a strategic focus on regional and seasonal visitor spread to generate a positive impact in communities & destinations across Scotland working collaboratively with local stakeholders; inspiring and influencing visitors to make responsible choices; ensuring diversity and inclusion across all of VisitScotland’s platforms; promoting the natural & cultural heritage of Scotland and the protection of it for future generations.

Prior to 2001, Vicki had eight years in Senior Marketing roles within the energy and financial services sectors working for Scottish Hydro-Electric and Bank of Scotland.

Talking Climate Action: Benefiting Your Business & the Environment – Tuesday, 21st February 2023

The ASSC are delighted to welcome Janie Neumann, Sustainable Tourism Manager at VisitScotland along to the session to share her wealth of knowledge and experience. The talk will be specific to the self-catering sector in Scotland and will include an update about the climate action journey that Scottish Tourism is on and how you can get started on your own. She will address the drivers and benefits of taking action, provide a step-by-step guide to developing a simple climate action plan, some quick wins to reduce your carbon footprint and increase efficiency, and where to get more advice and support.

Janie Neumann, Sustainable Tourism Manager, VisitScotland

Janie plays a key role in VisitScotland’s Responsible Tourism activity, with a focus on the transition to a low-carbon future and supporting Scotland’s NetZero by 2045 targets. She has 20 years of experience in the travel and tourism industry, working to support the delivery of responsible tourism that benefits businesses, provides enriching quality experiences for visitors, enhances the communities it operates in and protects the natural and cultural heritage it depends on.

Enhance Your Listing on EmbraceScotland: Session 2 – Tuesday 31st January 2023

We welcomed back ASSC Board Director, Noemi Alonso.

Noemi used her wealth of knowledge and expertise to guide ASSC marketing members on how to enhance their listing on EmbraceScotland to encourage more direct bookings and generate more income for 2023 and beyond.

The session covered:

  • Approaches to pricing and what to avoid
  • How to effectively enhance your listing to grab the attention of the visitor and generate more direct bookings
  • What visitors are looking for from stand-out images and sustainability credentials to local information and the importance of being accessible

Noemi Alonso, Director, Soreon  

Noemi has a degree in hospitality and a wealth of experience in the hospitality industry. 6 years ago Noemi started her own business to use her knowledge and expertise to help properties all around Scotland to increase their Return of Investment (ROI), developing marketing solutions and revenue strategies to help stop dependency in OTA’s and have the right business mix. Noemi works with properties to improve performance.