Honorary Professor

School of Arts, Social Sciences and Management

Tel: 0131 474 0000

Philip Riddle is a consultant and an Honorary Professor with Queen Margaret University. He has had a wide and varied career having spent 23 years with multinational oil company Shell in different parts of the world before joining the Scottish Tourist Board (now VisitScotland) in 2001 as Chief Executive. In the nine years with the national tourism organisation he has been directly involved in a great many initiatives to transform the body and support tourism development including:

The commercialisation of the organisation, reducing dependence on government funding – only 60% of the organisation’s £70 million budget is now government grant - , building a team of business professionals and establishing partnerships on commercial grounds with 11,000 businesses.

The introduction and development of the VisitScotland brand and rollout of a series of award winning marketing campaigns at home and overseas.

Three major exercises to restructure tourism support in the country, including the integration of national and local organisations, efficiency savings of over £10 million per annum and significant improvements in reputation and organisational culture and motivation.

The negotiation of a public-private joint venture to develop e-tourism business. Over £45 million worth of bookings. Return to public ownership of said business under very favourable terms and the turnaround of the venture to profit within the first year. New Digital and Media Directorate established to develop a “national showcase” approach to web presence.

Establishment and development of EventScotland, now recognised as a world leading events organisation in its own right.

Roll out of Green Tourism Business Scheme and introduction of Sustainable Tourism Unit.

Expansion of industry quality advice and assessment schemes beyond accommodation to other key sectors and activities.