Malcolm Roughead

Most Influential CEO 2024 - Scotland (Government Administration)
Malcolm Roughead OBE has been Chief Executive of VisitScotland since 2010. He joined the organisation in May 2001 after an international career in marketing. Under his leadership, VisitScotland has delivered award-winning marketing, events, destination development and business support to grow Scotland’s visitor economy. Malcolm also put responsible tourism at the forefront, with VisitScotland the first national tourism organisation to declare a climate emergency.