Please be advised that the programme is subject to change.
10 March
Signature Session 1: Economic, Traveller Trends & Insights (09:30 – 11:00)
09:30 – 09:50 The Economic Outlook – Katerina Lisenkova, Senior Economist, Natwest Group
Katerina joined NatWest in 2018 as a Senior economist. She focuses on development of climate scenarios and incorporating climate considerations into numerous aspects of the Bank’s risk frameworks and strategy. She has 20 years of economic research, teaching, and consulting experience. Her special areas of interest and expertise are climate change, demographic change, public and regional economics. Katerina has PhD in Economics from Heriot-Watt University. Previously she led research teams at the Fraser of Allander Institute and the National Institute of Economic and Social Research.
09:50 – 10:10 Keynote: What’s on the Travel Horizon? with David Edwards, Scattered Clouds
David founded Scattered Clouds in 2019 with a goal of supporting tourism businesses and organisations to transform data into insight. Prior to this David was instrumental in establishing an evidence-base for the newly formed Visit Jersey through extensive market analysis and research.
For twelve years David led VisitBritain’s Research & Evaluation team, ensuring the organisation was seen as an authority on inbound tourism trends, and the drivers of those trends, courtesy of in-depth analysis and commentary.
Earlier, after graduating from Manchester University with an economics degree, he spent time conducting analysis for London Transport, followed by brief spells at ONS and DfT, giving David an insight into central government before grasping the opportunity to apply his market intelligence capabilities within the field about which he’s most passionate, tourism.
10:10 – 11:00 Tomorrow’s Guest – Who are they, what are their expectations, how do we attract and retain them?
Panel moderated by Cat Leaver, Director of Strategy and Competitive Intelligence, VisitScotland.
An award-winning strategic leader with experience across the private and public sectors, Cat took up the role of Director of Strategy and Competitive Intelligence at VisitScotland in 2024.She had previously led departments across VisitScotland, ranging from user experience (UX) and front-end development to creative, content, PR, and global marketing campaigns.
Before joining VisitScotland, Cat was the inaugural Director of Brand Scotland, where she led a cross-agency initiative to enhance Scotland’s global profile. She also spent more than seven years in the digital agency world, leading teams in London, Manchester, and Glasgow, and serving a diverse global client base.
Panellists:
Jane McFadzean – Senior Director, Global Sustainability, Trip.com Group
Jane McFadzean is Senior Director, Global Sustainability at Trip.com Group. Since joining in March 2024, she has drawn upon over 20 years of experience in travel, tourism, and media to drive sustainability initiatives and forge impactful partnerships.
Areas of Expertise include Sustainability, Destination Marketing, Business Transformation, Media & Partnerships.
At Trip.com Group, Jane is focused on integrating sustainability into every aspect of the business, aligning environmental and social goals with the company’s international growth and innovation.
In addition to her current role, Jane has held senior leadership positions at major brands like Expedia, Disney, and Microsoft, where she led award-winning content and marketing initiatives.
Jane was featured in Sustainability Magazine’s Top 250 Leaders for 2025.
Fiona MacConnacher, Booking.com – Head of Public Affairs for the UK & Ireland
Fiona is Head of Public Affairs for the UK & Ireland at Booking.com, as well as the Vice Chair of the Scottish Tourism Alliance. She also sits on the board of the UK Short Term Accommodation Association, having acted as their Chair between 2024-2025.
She has previously held roles at the Food Standards Agency and the former Department for International Trade, leading work on Tariff Legislation and Goods Market Access for EU Continuity Trade Agreements with over 60 countries.
Before her career in government and public affairs, Fiona studied at Le Cordon Bleu Paris, gaining the prestigious Pâtisserie internship with celebrated Pastry Chef, Cedric Grolet at Le Meurice, Paris and has also written for the Evening Standard and Olive Magazine.
Jose Gomez , Get Your Guide – Sales Manager
Jose is a sales and partnerships expert with over ten years’ experience in the travel industry, working across various sectors such as hotels, tour operators, and online travel agencies. He has gained a deep understanding of the UK market throughout his career. As someone who also travels as a customer, he has been closely involved in understanding how customer expectations and behaviours have evolved, especially with the rise of digital technology. Jose offers valuable insights into how technology has transformed the travel landscape and customer behaviour, providing a clear perspective on how travellers engage with digital platforms.
Luke Impett, Airbnb – Head of Partnerships and External Affairs for Northern Europe
Luke is the Head of External Affairs and Partnerships for Northern Europe at Airbnb, where he leads the company’s work to enhance travel and tourism across the region. His expertise includes tourism, digital platforms and policy. Before joining Airbnb, Luke held leadership roles at online platforms Etsy and Depop, as well as a decade of experience in UK Government leading on key constitutional issues including the UK’s relationship with the European Union, national referenda and UK relations.
Signature Session 2: Scotland Outlook 2030 & the Holyrood
Election Hustings (11:30 – 12:55)
11.30-11.45 Scotland Outlook 2030 Update – Marc Crothall MBE
11:45 -12:55 The Hustings
Moderated by Brian Taylor
Brian Taylor is one of Scotland’s best‑known political commentators — a writer, broadcaster, lecturer and celebrated raconteur. A columnist and podcast host for The Herald, he is a regular voice across radio and television, known for sharp insight delivered with trademark humour, including appearances on Scot Squad and Breaking the News.
Formerly Political Editor of BBC Scotland, Brian spent more than three decades covering Scottish and UK politics, presenting The Big Debate, Good Morning Scotland and live Holyrood coverage. Before broadcasting, he was a Westminster lobby correspondent.
He has written or co‑written ten books on Scottish politics and devolution, and has lectured internationally on politics and identity. Born in Dundee and a graduate of St Andrews, Brian is an Honorary Professor at the University of Glasgow and holds multiple honorary doctorates.
Participants:
Kate Forbes MSP – Scottish National Party
Kate Forbes is the Member of the Scottish Parliament for the Skye, Lochaber and Badenoch constituency (which includes Dingwall, the Black Isle and the Great Glen). She is the Deputy First Minister and Cabinet Secretary for the Economy and Gaelic in the Scottish Government.
Kate is from Dingwall, although she spent part of her upbringing in Glasgow and India. Until she was elected as MSP for Skye, Lochaber and Badenoch, Kate was employed as an accountant in the banking industry. Prior to that she studied History at the Universities of Cambridge and Edinburgh.
First elected to the Scottish Parliament in 2016, she was re-elected as the constituency MSP for Skye, Lochaber and Badenoch in May 2021.
Kate first joined the Government in June 2018, as Minister for Public Finance and Digital Economy. She subsequently served as Cabinet Secretary for Finance and the Economy from February 2020 to March 2023.
Daniel Johnson MSP – Scottish Labour
Daniel Johnson represents Edinburgh Southern in the Scottish Parliament, the area where he grew up and now lives with his family. Before entering politics, he worked in financial services consulting and later ran local Edinburgh businesses, including Paper Tiger and Studio One. Since his election in 2016, he has focused on reflecting the diverse needs of his community and improving opportunities across his constituency. His parliamentary interests include economic development, innovation, and the impact of automation and digitisation, as well as education and health policy relating to neurodevelopmental conditions such as ADHD, autism, dyslexia, and dyscalculia.
Drawing on his experience in family-run retail, Johnson successfully introduced legislation to protect retail workers from violence and abuse—an issue he saw as long overlooked. He now serves as Convenor of the Economy and Fair Work Committee and is Scottish Labour’s Spokesperson for Economy, Business and Fair Work, contributing to the party’s plans for economic growth and a fairer society.
Murdo Fraser MSP – Scottish Conservatives
Murdo Fraser is a Scottish Conservative and Unionist Party politician who has represented the Mid Scotland and Fife Region since 2001.
He serves passionately on the Economy and Fair Work Committee and the Finance and Public Administration Committee, ensuring a brighter future for all Scots.
Before politics, Murdo Fraser grew up in Inverness and attended Inverness Royal Academy. He went on to train in Law at the University of Aberdeen before becoming a solicitor.
Willie Rennie MSP – Scottish Liberal Democrats
Willie Rennie represented Dunfermline until the 2010 general election, championing improvements to cancer services at local hospitals and changing the law to protect female learner drivers from sex offenders. He was widely recognised as a hard-working MP, he stood up for local workers and helped protect jobs at Longannet power station and Rosyth shipyard.
In 2011, he was selected by party members to top the Regional List for Mid-Scotland and Fife at the 2011 Scottish Parliament elections. After his election to the Scottish Parliament in 2011, hebecame leader of the Scottish Liberal Democrats.
Under his leadership, the Scottish Liberal Democrat team at Holyrood delivered new funding for colleges, extra help for families with the cost of childcare and held the SNP Government’s feet to the fire over local court closures, police centralisation and the state of the Scottish NHS.
In 2021 he stepped down as leader and became the party’s spokesperson for Education, the Economy & Communities
Graham Simpson MSP – Reform UK
Graham Simpson has been an MSP for the Central Scotland region since 2016. He is a former journalist, serving as deputy chief sub-editor of The Scottish Sun between 1983 and 2016.
During his time on the Conservative front benches, he held the post of Shadow Cabinet Secretary for Transport, Infrastructure and Connectivity post, and was later the Shadow Cabinet Secretary for Housing, Communities and Social Security.
He defected to Reform UK in August 2025 to become the party’s sole MSP in Holyrood.
Lorna Slater MSP – Scottish Green Party
Lorna Slater served as Co‑Leader of the Scottish Greens for six years and was Minister for Green Skills, Circular Economy and Biodiversity until 2024. Before entering politics, she worked as an electro‑mechanical engineer in the tidal energy sector. As a minister, she led major environmental reforms, including Scotland’s Nature Restoration Fund, the national Biodiversity Strategy, and a large‑scale upgrade of recycling infrastructure. Her work also delivered bans on problematic single‑use plastics, halted new waste incinerators and opencast coal mines, and secured legal protections for beavers and their reintroduction across Scotland.
Her time in government also tied public grants to paying the living wage, improving pay for thousands of workers. Now the Scottish Greens’ spokesperson for Economy and Fair Work, she regularly advocates for a fair, sustainable economy within planetary limits. Locally, she is helping establish Friends of Holyrood Park and campaigning against pollution in Linlithgow Loch. She also serves as the Species Champion for the Northern Damselfly.
Signature Session 3: Good to Great to Being an Exceptional World Leading Destination (14:25 – 16:10)
14:25 – 15:15 Presentations and Panel discussion: What it Takes to Deliver the Magic – Innovation – People – Culture – Skill.
Panel moderated by Marc Crothall MBE, CEO, Scottish Tourism Alliance
Panellists:
Sandy Robson – Executive Director, Heritage Portfolio
As Executive Director of Heritage Portfolio, Sandy leads a catering company that prides itself on originality, honesty and partnership.
Heritage Portfolio is one of the UK’s leading boutique caterers, renowned for crafting extraordinary experiences for over 30 years. With award‑winning chefs, designers and hospitality specialists, they transform historic venues, iconic cultural institutions and contemporary spaces into unforgettable occasions.
Every detail — from seasonal, locally sourced menus to bespoke retail concepts — is meticulously shaped to elevate the venue it belongs to.
Guided by the motto “Never Standing Still,” Heritage Portfolio blends innovation with a deep respect for provenance and sustainability.
Nicky Craig – Panda & Son
Kirsten Jensen – Talent and Development Manager, ARTFarm & Fife Arms
Kirsten Jensen is an accomplished hospitality leader whose passion for service was sparked during her teenage years in the Philippines, where she first discovered the power of thoughtful, guest‑centred experiences. A Danish national with a global upbringing, she has lived and worked across multiple cultures, shaping her deep appreciation for people, nature, and the arts. After graduating from Hotelschool The Hague, Kirsten built an international career spanning Rooms Division, Human Resources, Training & Development, and hotel openings, before achieving her long‑held ambition of becoming a General Manager in Paris and Johannesburg. Since settling in the Scottish Highlands in 2016, she has played a pivotal role at The Fife Arms and now serves as Talent & Development Manager for Artfarm Scotland. She is a dedicated advocate for hospitality as a meaningful, sustainable career, championing industry partnerships and nurturing environments where people can learn, grow and thrive.
Chef Fraser Cameron – 1610 Restaurant at The Globe Inn
Fraser Cameron is the 28‑year‑old Head Chef of The Globe Inn in Dumfries and Annandale Distillery in Annan, recognised as one of Scotland’s leading young culinary talents. A former Andrew Fairlie Scholar, Fraser has worked in some of the country’s top kitchens, including the Michelin‑starred 21212, where he served as Sous Chef.
His accolades include CIS Young Chef of the Year, Scottish Young Chef of the Year, and medals representing Scotland at both the Culinary World Cup and the IKA Culinary Olympics. In 2025, he was a Roux Scholarship Regional Finalist and winner of the inaugural Legacy Scholarship.
Fraser is celebrated for championing Scottish produce, elevating regional dining, and shaping the next generation of modern Scottish cuisine.
Stuart Cassells – Best Scotland Ltd
15:15 – 16:00 Keynote: Survive and Thrive in the Future of Scottish Toruism with Doug Lansky, Travel Writer & Industry Thought Leader.
Doug Lansky has been living abroad and traveling for the last nearly 20 years in over 120 countries. He is the author and has contributed to publications such as National Geographic Traveler, Reader’s Digest, Esquire, Men’s Journal, The Guardian, and Skift.
He has also given acclaimed lectures at over 150 universities, hundreds of major tourism destinations, hotel associations, airports and leading tourism companies, as well as three TEDx Talks and set the attendance record for keynote lectures when he first spoke at ITB Berlin.
Doug was one of the key Notes speakers in 2020 when the Scotland Outlook 2030 strategy was launched. At the Signature Conference, Doug will reflect on what he has heard throughout the day and provide some thoughts on the world of travel and tourism and we reach the halfway point of our strategy. As a well-respected travel writer and commentator, he will share his own views and thoughts on how the Outlook 2030 vision will be achieved.
