In this Meet the Team feature, we’ve caught up with our Director of Industry and Events - Rob Dickson
Hear from Rob about his career journey, his current role at VisitScotland and what he enjoys about working at Scotland's national tourism organisation.
I’ve spent most of my career in roles that have focused on the environment and the economy. After working with Keep Scotland Beautiful and the Energy Saving Trust, I became Director for Environment & Sustainability at a London local authority.
I joined Scottish Borders Council in 2011, leading on initiatives including the Borders Railway reopening, the Edinburgh & South East City Region Deal, and the Borderlands Inclusive Growth Deal. After a secondment to Scottish Government, I returned to the Council in 2020 and lead the response to COVID-19, latterly as interim Chief Executive.
With over 30 years in Director roles, I have worked with senior colleagues, elected members and Board members to lead and develop organisational strategies.
Throughout my career and these different roles, I have learnt that business, community and wider economic success are all rooted in our sense of place and belonging – it's essential for delivering lasting environmental and social benefits.
I joined VisitScotland in 2021 and am currently Director of Industry & Events. Growing up in St Andrews, I have very fond memories of just how impactful visitors were on the town and how significant events such as the Dunhill Cup and Open Championship were for the town.
As I grew up, I could see just how strong the link between the global profile of the town, golf, events and tourism was. And as a 16 year old, getting to work at the Old Course as a bag carrier and earn some money was a bonus!
Now I get to work with destinations and businesses across the wider visitor economy on tourism and events to secure a more productive and prosperous future.
A substantial part of my role is helping to raise awareness of the visitor economy and its impact, and how to make the most of the opportunities it brings to regions and communities across Scotland.
As well as supporting industry, I also work closely with the Scottish Government and local authorities. As we look to the future, we can see impactful opportunities for so many parts of Scotland through growth deal investment, future events and much more.
Read more about our Industry and Events directorateI lead the Thistles work for VisitScotland; perhaps more than any other part of my role this is a genuine privilege. Working with colleagues and regional partners to develop the Thistles, but at the same time maintain the high-profile reputation as the “Scottish Tourism Oscars” is a daunting challenge.
Industry cares deeply about these awards and to see the elation of winners at both the Regional and then National Finals is hugely enjoyable and motivating. The passion, commitment and sheer energy that so many individuals display is testimony to the strength of the industry but also the talent within it.
Our media partnership with News UK makes sure we maintain the profile of the Awards but, more importantly, shows how VisitScotland can support and recognise the hard work of so many in the industry.
Find out more about the Scottish Thistle Awards
The variety and the opportunity to meet so many people across Scotland and support them. I enjoy seeing different places and finding out more about Scotland than I could ever have imagined.
There can’t be many roles where you see behind the scenes of the work to introduce wild cats to Scotland, witness the President of the United States of America opening a new Golf Course and then meet a private investor who wants to open a new distillery with accommodation. It definitely proves Scotland’s enduring connection to sport, wildlife and whisky!
To some extent my heart will always be in St Andrews where I grew up, but the Dicksons are Borderers - my family had a mill in Galashiels and living in the country in central Borders has been massively enjoyable for the past fifteen years. I’m determined to climb all the Munros so I am always happy at the top of any Munro!