Meet Ken...
Our Meet the Team series spotlights staff across VisitScotland. In this feature, hear from our Head of Destination Development, Ken Massie on his role, the Destination Development team, and where Ken enjoys spending time in Scotland.
Article published 24/06/2025
Tell us a little bit about your career?
As a 22-year-old business graduate, I was positive I didn’t want to be professionally pigeon-holed or take a single sector approach to developing my career, ideally building experience in a variety of business and organisation sizes and types.
That intent stayed with me over a number of years and I’ve been fortunate enough to secure opportunities to work in sectors ranging from oil and gas to health and lifestyle, media to software development and business services to tourism.
Each role enriched my working life, broadened my horizons and have led to the senior positions I’ve held with VisitScotland since 2008.
I think my career could be described as being eclectic, with memorable moments like being event director for a free concert in Aberdeen, with headliners Beverly Knight and McFly, for 30,000 people to delivering a presentation in a barn standing beside a bronze statue of a cow that was to become the Turra Coo statue located in Turriff, Aberdeenshire.
Ken on stage, working as part of a team delivering a music Concert in Aberdeen.
What does your role as Head of Destination Development involve?
The role involves leading a team that manages our contribution to the development of regional and destination strategies in line with the aspirations of the national tourism strategy - Scotland Outlook 2030 and Regional Economic Partnerships across Scotland.
Partnership working is at the heart of the role. It involves guiding the team in their leadership and management of regional engagement with public sector partners, community and industry bodies, in bringing regional influence to the visitor economy and significant projects and investments, and contributing to shaping a supportive policy environment.
I'm also responsible for the management and delivery of the Rural Tourism Infrastructure Fund and the management of a Business Enquiry team.
Find out more about what we doWhat are the roles of the teams that make up the Destination Development department?
Three areas of focus
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The Destination Development team
This team is made up of Destination Development and Regional Directors and Managers as well as our Island Development Managers.
Spread across the country, the team work closely with regional partnerships and city and growth deals to ensure that we maximise the potential value of the visitor economy in these areas.
Regional Economic Partnerships (REPs) bring together regional interests, focusing and aligning resources, sharing knowledge, and identifying new plans to accelerate inclusive economic growth at a local, regional, and national level. There are currently eight Regional Economic Partnerships and 12 City Region and Growth Deals in Scotland. These play a key role in developing a regional vision for delivery of the National Strategy for Economic Transformation.
We engage with destinations and communities to develop tourism in responsible and inclusive ways and promote regional and seasonal spread. We recognise there is a careful balance to strike. As such we also work alongside colleagues across the organisation to develop and showcase the truly unique experiences Scotland offers and the businesses behind them, who are primed to welcome visitors throughout the year.
Managing the Rural Tourism Infrastructure Fund
Since 2018, we have developed and delivered the Rural Tourism Infrastructure Fund (RTIF) on behalf of the Scottish Government.
The fund has improved the visitor experience in rural parts of Scotland, helping address pressure on local infrastructure or any negative impacts on communities by providing additional facilities such as toilets, parking and motorhome facilities.Grant funding totalling £20 million has been awarded to 75 projects across rural Scotland since the start of the fund. An additional £15 million investment has been leveraged through RTIF since its inception.
With ongoing investment, we continue to deliver the RTIF in close collaboration with local partners to identify and complete strategic projects that further improve infrastructure, enhance visitor satisfaction and encourage increased visitor spend into our rural communities.
Our Business Enquiries team
This team forms a key element of our business support programme, dealing with frontline enquiries from industry, signposting to resources and advice and highlighting the wider opportunities of the programme’s series of webinars, Business Support Hub and those of partner organisations.
What do you enjoy most about working for VisitScotland?
I’ve always felt it's such a privilege to work for the national organisation that is showcasing Scotland to the world.
For anyone joining the organisation I often describe it as the Tardis from Doctor Who – you think you know what it is from the outside, but once you’re inside you realise the range and depth of activity that the organisation delivers.
That variety, focus and drive the organisation has with the ability to pivot and deliver for the visitor economy is motivating, challenging and great to be part of, and as with any organisation of this type, it's the people that absolutely make the difference.
Find out more about Life at VisitScotlandFinally, where do you enjoy being a visitor in Scotland?
I grew up in the Scottish Borders and have lived in the North East of Scotland for most of my adult life, so both have a special place in my heart, especially as many parts of those areas are often undiscovered.
Both the Moray and Aberdeenshire coasts are absolute favourites with me and my family, with Findhorn, Sandend, Cruden Bay, Dunnottar Castle and the seal watch at Newburgh, absolute highlights.
Being a visitor in your own patch, enjoying what’s on the doorstep and supporting local businesses is definitely good for the soul.
Ken at Balmedie beach in Aberdeen.