Log in

Malcolm Roughead OBE, Chief Executive of VisitScotland, is to retire after more than 20 years with the national tourism organisation

Malcolm Roughead OBE, Chief Executive of VisitScotland, is to retire after more than 20 years with the national tourism organisation.

Fiona Campbell, CEO of the Association of Scotland’s Self-Caterers, said:

“The Association of Scotland’s Self-Caterers would like to thank Malcolm Roughhead OBE for his remarkable level of service as he steps down as Chief Executive of VisitScotland. He was unwavering in his belief that tourism is a force for good – one which creates jobs, sustains communities and contributes significantly to the economy. 

I have personally found his strategic perspective and wise counsel invaluable during my tenure as CEO of the ASSC and I am incredibly grateful for all his efforts to support self-catering, as well as Scottish tourism as a whole. 

Malcolm has been at the helm during the toughest times our industry has ever experienced, providing dependable and steadfast leadership. We wish him quieter times in his retirement and look forward to working with his successor.”


Malcolm first joined the organisation in May 2001 as Director of Marketing and was appointed Chief Executive in September 2010. He will retire later this year.

Under his leadership, VisitScotland has worked to grow Scotland’s visitor economy through award-winning marketing, events, destination development and business support.

Malcolm put responsible tourism at the forefront of the organisation’s work. VisitScotland became the first national tourism organisation to declare a climate emergency and was on the drafting committee of the Glasgow Declaration on Climate Action in Tourism.

“It has been an honour and a privilege to have led such a talented team for so long. From the challenges of foot and mouth, 9/11 and COVID, to the opportunities of the 2023 UCI Cycling World Championships, it has been a fascinating journey. I have no doubt that the organisation will continue to go from strength to strength and I look forward to supporting the transition over the next few months before my retirement.” Malcolm Roughead OBE, Chief Executive of VisitScotland


Malcolm’s leadership of VisitScotland has been exemplary through some very difficult times. His achievements in promoting Scotland as a destination and a brand, in turn driving Scotland’s economy, have been outstanding. I would like to thank him for all that he has contributed over the years, and I wish him the very best for his retirement.Lord Thurso, Chair of VisitScotland


Get the latest from the sector

Stay up to date with our self-catering newsletter

Contact us


07379 257749

Follow us

Terms and Conditions | Privacy Policy