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A Tourism and Hospitality Industry Leadership Group has been set up to help drive Scotland’s ambition to be a world leader in 21st century tourism.

The group will champion the national tourism strategy, Scotland Outlook 2030. It will also look at how tourism fits into the National Strategy for Economic Transformation (NSET).


In this section:

  1. What will the Tourism and Hospitality Industry Leadership Group do?
  2. Who sits on the Tourism and Hospitality Industry Leadership Group?
  3. What does this mean for STERG?
  4. Find out more

1. What will the Tourism and Hospitality Industry Leadership Group do?

The group will build on the partnership approach of the Scottish Tourism Emergency Response Group (STERG). This group led the industry’s response to the COVID-19 crisis.


The Tourism and Hospitality Industry Leadership Group brings industry representatives together with public agencies. It will help drive recovery and sustainable growth across both tourism and hospitality in the long term.

The group will support work to grow the value and enhance the benefits of tourism across Scotland. At the same time, it will deliver the very best for visitors, businesses, and communities.

This includes considering the four key priorities of Scotland Outlook 2030:

  1. Passionate people
  2. Thriving places
  3. Diverse businesses
  4. Memorable experiences

2. Who sits on the Tourism and Hospitality Industry Leadership Group?

The group includes individuals from across the public, private and the third sector. All members have knowledge and experience of destinations, sectors and businesses.

Individuals were all appointed through an open application process. They were appointed as individuals and not as representatives of companies or organisations. Separately, eight organisations are also represented on the group.

Industry Leadership Group members:

  • Co-chairs

    • Ivan McKee, Minister for Business, Trade, Tourism and Enterprise
    • Marc Crothall, Chief Executive of the Scottish Tourism Alliance
  • Vice chair

    • Judy Rae, OnFife Cultural Trust
  • Organisation members

    • COSLA
    • Highlands and Islands Enterprise
    • Scottish Enterprise
    • South of Scotland Enterprise
    • Scottish Tourism Alliance
    • Scottish Government
    • Unite
    • VisitScotland
  • Industry members

    Industry members are appointed as individuals. They're not in the Industry Leadership Group as representatives of companies or organisations.

    • Aileen Crawford, Glasgow Life
    • Andrea Nicholas, Green Business UK Ltd/Green Tourism Certification Programme
    • Barbara Smith, Diageo
    • Benjamin Carey, Carey Tourism
    • Calum Ross, Loch Melfort Hotel Ltd/Highlands and Islands Enterprise/Red Roof Business Support Ltd
    • Carron Tobin, RuralDimensions Ltd
    • Chris O’Brien, Nevis Range
    • Chris Greenwood, Moffat Centre for Travel and Tourism Business Development Glasgow School for Business and Society Glasgow Caledonian University
    • Debbie Johnson, IHG Hotels and Resorts
    • Joshua Ryan-Saha, Traveltech for Scotland TourismTech at Edinburgh Futures Insititute (University of Edinburgh)
    • Joss Croft, UKinbound
    • Kat Brogan, Mercat Tours and Mercat Tours International
    • Kelly Johnstone, The Springboard Charity
    • Leon Thompson, UKHospitality Scotland
    • Melanie Allen, Chair, Galloway and Southern Ayrshire UNESCO Biosphere/owner, Nithbank Country Estate
    • Michael Golding, Visit Inverness Loch Ness
    • Russell Murray, Wilderness Group/Wilderness Scotland
    • Stephen Duncan, Historic Environment Scotland

3. What does this mean for STERG?

We recognise the difficulties still facing businesses in the short-term. This includes the economic uncertainties and rising costs that are having a significant impact.

STERG will no longer meet in its current format beyond the end of the year. But all partners remain committed to continuing to provide advice and guidance for tourism businesses.

This includes using our skills and resources to focus on work which:

  • Reduces the impact of the current situation
  • Stimulates demand
  • Aids recovery


VisitScotland moved quickly to support the industry throughout the coronavirus (COVID-19) pandemic. And we'll continue to do all that we can to ensure tourism is contributing to communities and to the wider Scottish economy.

4. Find out more

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