Fiona has worked with industry leadership organisation Scotland Food & Drink since 2009 managing various projects across food tourism, regional food development, foodservice and major events. Named one of the UK's top 20 icons of the industry by Speciality & Fine Food magazine 2019, she previously worked with the international Slow Food movement including a period in Italy. Named one of the Top 100 Women in Tourism and The Scottish Women’s Awards Best Professional in Business 2022. She’s a regular contributor to independent food magazine, Bite, and a member of Les Dames D’Escoffier, a global association of leading women in food, drink and hospitality.
What do you think are the greatest opportunities for the Scottish tourism, retail and hospitality industries in 2027?
In an ever-challenging world, Scotland needs to keep playing to its strengths and delivering what our visitors and guests are looking for, at the same time as nurturing the best possible environment for businesses to operate in.
We are absolutely in the age of experiential tourism – meaningful, immersive breaks across nature, wellness, adventure, local food and drink, for example, are what visitors are looking for and will spend money on. Scotland is exceptionally well-placed to deliver on these, with an abundance of experiences from farm and food tours to tastings to food trails, cookery classes, wild dining, agritourism stays and much more.
Another key opportunity is encouraging visitors to less-well known areas, away from the hotspots, as well as outwith the peak seasons, helping to spread the economic benefits more widely, and consistently throughout the year.
What are you looking most forward to seeing, meeting, or attending at ScotHot?
I say this every time, but it really is hard to beat the buzz of being with colleagues and peers in the industry. So much of our world is online now, so coming together in person to experience the event is a real joy. It’s fantastic that the STA Signature Conference will run alongside ScotHot again – being with the tourism ‘family’ is always very energising. Also looking forward to the seeing the chefs in action at the Scottish Culinary Championships, the brilliant talks on the Spotlight Stage and, of course, meeting lots of local food and drink suppliers.
Why do you think events like ScotHot are important to the industry?
It would be a sad day if we didn’t have events that bring people together to connect, share and do business. We’re a people industry, and success is built on our relationships. Over the years, ScotHot has provided a platform to build and enhance these connections, and the power of that cannot be underestimated.
