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Visit Scotland | Alba
Article published 27/10/2022

Our "Meet the team" is part of our monthly spotlight on some of our staff across the organisation, helping you to get to know our team a little better. In this feature, hear from Jacqui Souter, our Senior Marketing Insight Manager. 


Tell us a bit about yourself...

Although I've lived in Edinburgh for over 30 years, I'm originally from a farming background on the outskirts of Inverness. I attended Robert Gordon University where I did a business degree with market research as my honours subject.

After university, I joined Standard Life as a consumer researcher where I spent 11 years learning all about people's finances. When the opportunity arose to join VisitScotland, I jumped at the chance as speaking to people about holidays seemed much more exciting than pensions.

I love animals and given the chance would fill the house with them. I try to commute to the office on my e-bike and really enjoy yoga and pilates. I also recently tried paddle boarding up on Nairn East Beach and loved it despite my fear of water.

Jacqui Souter standing with beach in background

What is your role at VisitScotland and what are your main responsibilities?

I work in the Insights team as Senior Insight Marketing Manager and it's my job to understand consumers within the context of the tourism industry. Everything from their attitudes, their behaviour and how we can best attract them to take holidays in our wonderful country.

I'm a certified member of the market research society so I'm very pedantic about making sure we conduct research in the most ethical and professional way.

During my time at VisitScotland, I've researched the Scotland brand and tested numerous marketing and advertising campaigns in our key markets including the US, France and Germany. I've been very fortunate to have travelled to these countries, speak to real people and hear them talk about Scotland.

Jacqui on a paddle board

What are the latest reports or tourism insights you've been working on?

I've been working closely with VisitEngland and VisitWales since the start of the pandemic on the UK Consumer Sentiment trackers which are now focusing on the cost of living crisis that consumers are facing. Our most recent consumer sentiment survey report for June – August 2022, is now available.

At the moment, the team and I are planning research for next year that was postponed due to the pandemic and we intend to conduct a full Scotland Visitor Survey again in 2023.

Do you have a favourite place in Scotland you love to visit?

My heart belongs in the Highlands and that has never left me, whenever I get the chance I head north. My favourite place would have to be Torridon in the North West Highlands which is very special to me.

One place I'd really like to visit is the Outer Hebrides to explore a bit more of my family history (I recently discovered my Grandfather was born there).  Jacqui in Torridon

More in the series...

Want to find out more about some of the other members of our team? Get to know:

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