Jemma Reid
STA National Events Project Lead - JR Events
Jemma Reid is a tourism and hospitality professional with over 20 years of experience in destination development, strategic marketing, and event management. Immersed in the industry from a young age, she has dedicated her career to enhancing visitor experiences and driving economic growth through impactful events worldwide, including national and international conferences in Athens, Paris, and Las Vegas.
International & National Roles:
Jemma has held strategic positions in tourism, including national sales roles with leading catering companies like Sodexo Prestige, supporting events across Scottish venues. She has collaborated with Professional Conference Organisers (PCOs) to deliver international conferences at the EICC and SECC and worked with event management companies on global conferences and incentive trips. Additionally, Jemma has extensive experience with Destination Management Companies (DMCs) to promote, sell, and welcome groups and FITs, ensuring a seamless experience for the MICE sector. Recognised as a key contributor to the Scottish Tourism Alliance (STA) national events team, she has supported their initiatives for several years.
Destination Management Expertise:
As a leader in destination management, Jemma has guided Destination Management Organisations (DMOs) like MBTAG and SSDA, developing strategic five-year action plans to increase tourism spending and create jobs. In her role as the travel trade sales representative for Scotland’s Tay Country, she has driven engagement through targeted marketing campaigns, FAM trips and trade show attendance.
Project Management & Event Coordination:
Jemma has extensive event management expertise, overseeing high-profile events like the Power of Food Tourism conference and catering at the UCI Cycling World Championships, Glentress She has successfully managed significant budgets for events, including the World Congress for Orthodontics and the International Conference for Pig Veterinary.
Recognition & Accomplishments:
Jemma has been recognised among Scotland’s Top 100 Women in Tourism for two consecutive years and has judged national awards. Her active role on the Food Tourism Leadership Board and previous involvement with the Developing the Young Workforce (DYW) Board demonstrate her commitment to advancing the industry.
With expertise in stakeholder engagement and innovative marketing strategies, Jemma Reid continues to be a driving force in Scotland’s vibrant tourism sector, making her an invaluable asset to any organisation.