VisitScotland appoints Director of Strategy and Competitive Intelligence

VisitScotland has today announced the appointment of a new Director of Strategy and Competitive Intelligence.

Cat Leaver, currently VisitScotland Head of Brand and Global Marketing and former Director of Brand Scotland, will take on the new role which will focus on the development of a strategic insight and competitive intelligence programme to support Scotland’s tourism and events industry.

The directorate contributes to identifying and prioritising opportunities for sustainable economic growth to deliver on the aspirations and objectives of the industry strategies – Scotland Outlook 2030 and Scotland the Perfect Stage.

Cat Leaver, incoming Director of Strategy and Competitive Intelligence, said: “I’m excited to be taking on this new opportunity to work closely with colleagues, partners and stakeholders on the strategies which will drive growth in the visitor economy.

“Having seen the positive impact and value of tourism and events, it’s an honour to be able to build on my previous roles and help shape our collective ambitions for our industry, and for Scotland as a whole.”

The appointment of the Director of Strategy and Competitive Intelligence is the final in the national tourism organisation’s new leadership structure which will support new Chief Executive Officer Vicki Miller after she takes over on 1 October.

The new leadership structure will strengthens VisitScotland’s focus as an economic development agency, which drives investment and sustainable growth across Scotland.

Vicki Miller, incoming Chief Executive Officer, VisitScotland, said: “Cat is an established leader, with a strong background in strategy development across both the public and private sectors. 

“As part of our new leadership team, she will play a pivotal role in supporting our industry through enhanced understanding of the global travel and events environment. 

“This work will help us prioritise the best opportunities for sustainable economic growth, driving investment and developing our tourism and events businesses.

“I look forward to working with our new leadership team, stakeholders and tourism and event businesses to help us drive the visitor economy, growing its value to Scotland.”

Cat Leaver’s appointment follows that of Jill Walker who was named VisitScotland’s new Director of Marketing and Digital last month.

Vicki Miller will take over as Chief Executive on 1 October following the retirement of Malcolm Roughead.