Malcolm Roughead

A graduate in Modern Languages from the University of Glasgow in 1981, Malcolm Roughead began his career in marketing at Nestlé then Beechams, before joining Guinness World Records. He held a number of senior marketing positions over a 17-year period with Guinness Brewing in Africa, Europe, the Middle East and North America before being appointed Global Sales and Marketing Director for Guinness World Records.

Since joining VisitScotland in 2001 as Director of Visitor Engagement, Malcolm has been responsible for the repositioning of Scotland as a leading tourism destination and was appointed as VisitScotland’s Chief Executive in 2010.

The tourism industry has been hit significantly by the pandemic. Now, as restrictions ease and Scotland begins to open up, Malcolm will share his insights and lessons learned along the way. Reflecting on his own career journey he will provide advice and highlight the importance of the industry we all know and love as it prepares for its recovery.