Association of Scottish Visitor Attractions
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Board of Directors

View the profiles of the members of the ASVA Board of Directors below:
Judy RaeJudy Rae
Organisation: Fife Cultural Trust
Judy is an accomplished business development, sales and events professional who is experienced in leading sales and operational teams in both public and private sector tourism related organisations throughout Scotland.
Judy currently heads up the commercial business development arm at Fife Cultural Trust (ONFife), the organisation is responsible for the delivery of cultural programming and events across 4 theatres, 12 museums and 35 libraries throughout the Kingdom of Fife. FCT’s venues include the award winning contemporary designed Dunfermline Carnegie Library & Galleries, historic venues such as Kirkcaldy Galleries and Carnegie Hall, alongside community facilities at Lochgelly and Rothes Halls in Glenrothes.
The role was established with the key objective to increase the unrestricted income being raised by the Trust in order to continue providing creative, entertaining and learning experiences that enhance the quality of life through partnerships and venues.
Prior to joining FCT Judy was responsible for the vision, creation and delivery of the corporate events experience at Glasgow Science Centre which generated over £15m for the Business Tourism sector in Scotland since the Centre’s inception.
She is passionate about the opportunities which Business Tourism present for Scotland and is a champion of the sector through her role as Chair of the industry group Business Tourism for Scotland, and as a member of national Tourism Leadership Group, responsible for overseeing the delivery of the national tourism strategy, Tourism Scotland 2020 and the development of the new Tourism Scotland Beyond 2020 strategy.
Laura CheyneLaura Cheyne
Organisation: The National Trust for Scotland
Laura Cheyne is Head of Marketing at the National Trust for Scotland. Leading a small team, her role encompasses developing the marketing strategy to promote all of the fantastic places the Trust has to offer across Scotland; from the brand new Battle of Bannockburn Experience and Culzean Castle to Inverewe Garden and Glencoe; as well as developing the membership base for the Trust.
Previously Laura spent 5 years as the Marketing Manager for Historic Scotland covering iconic places such as Edinburgh and Urquhart castles, with her final campaign being the successful launch of the new palace experience at Stirling Castle.
Laura also sits on the Lothian Area Board for Young Enterprise Scotland which delivers a Company Programme to secondary school pupils. The programme gives pupils the opportunity to set up and run their own business over the course of the school year. It currently has 400 achievers, more than 50 Link Teachers and 50 Business Advisers, from all across Edinburgh and the Lothians.
Bruce RitchieBruce Ritchie
Organisation: RZSS
Bruce is the Head of Business Operations and Visitor Experience at Edinburgh Zoo and has been in post since 2016. His background stems from hospitality and events and he cut his teeth as an Events Manager at Gleneagles Hotel where he spent 7 invaluable years. A native of Glasgow he headed “home” after a spell at Stirling University and worked on national events at Hampden Park. Having never actually got the call to join the football team he left Glasgow to manage The Hub on Edinburgh’s Royal Mile where he also chaired the Castlehill Partnership. Bruce’s key skills lie in analysis, logistics and presentation, he never tires of asking questions about what makes things work and most importantly what makes things a success. At the Zoo he has been instrumental in the expansion of the visitor experience to incorporate alternative events such as the Giant Lanterns of China which is now in its 3rd successful year and has become an integral part of the engagement of visitors with the RZSS.
Barbara SmithBarbara Smith
Organisation: Diageo Scotland Brand Homes
Barbara Smith is one of Scotland’s most experienced leaders in the tourism and visitor attraction sector with over 30 years working in sport, leisure, tourism, culture and heritage and most recently in the wildlife charity sector.

She was appointed in late 2019 to lead Diageo’s Scotch whisky brand homes in Scotland, including the new Johnnie Walker Princes Street development and the company’s network of 12 distillery visitor centres across Scotland, including such famous distilleries as Lagavulin, Talisker, Cardhu and Dalwhinnie. She will also manage the new Port Ellen and Brora visitor experiences when those iconic lost distilleries are brought back into production under Diageo’s whisky investment programme.

Barbara joined Diageo from the Royal Zoological Society of Scotland, where she was Chief Executive from 2016. Prior to that Barbara was Managing Director of Edinburgh Zoo from 2013 to 2016.
Barbara was also Manging Director of Chester Zoo (2010 – 2013) and Executive Manager of Edinburgh Castle (2000 – 2010) – two of the UK’s most successful visitor attractions.
Susan Morrison (ASVA Chair)Susan Morrison (ASVA Chair)
Organisation: The Scotch Whisky Experience
Susan Morrison has been General Manager of The Scotch Whisky Experience in Edinburgh for over 13 years and was made a Company Director 8 years ago. She has worked in many areas throughout her career from operations and retail to HR and marketing. Susan studied languages at Edinburgh, Strathclyde & Vienna Universities and found her way into tourism primarily down to her linguistic ability. Over the past 5 years more than £4 million has been reinvested in the business through a series of projects headed up by Susan. Her commitment to the Scotch Whisky industry was recognized in 2000 when she was made a Keeper of the Quaich, and again in 2010 when she was promoted to Master of the Quaich.
Paul NixonPaul Nixon
Organisation: The Real Mary King's Close
Paul graduated from Queen Margaret University in 2003 with a degree in Drama and Theatre Arts and has a passion for visitor attractions. Over the past 10 years he has worked at management level for some of Scotland’s most popular attractions including, Deep Sea World, National Museums of Scotland, Scottish Seabird Centre and CairnGorm Mountain. From 2005 – 2007 Paul sat on the HIT (Hospitality Industry Trust) working group, planning the inaugural and subsequent HIT conferences. Paul has also undergone training at the prestigious Disney Institute in Florida on Quality Service. In 2006 he was second runner up in the prestigious Olive Barnett Award, gaining a career development grant of £1,500. He is an associate of IlluminateUK, assisting with the planning and delivery of bespoke workshops specialising in customer interaction and customer service. In 2009 Paul set up his own company, Roam Edinburgh, specialising in digital walking tours.
Anne KinnesAnne Kinnes
Organisation: The Black Watch Castle and Museum
Anne started her career in Yorkshire in a variety of management roles including a Michelin Star restaurant and a luxury hotel. In 1992 she moved to Scotland where she fell in love not only with a Scottish chef, but also with the country and all it has to offer, especially food and drink. This provided a great platform for the next eight years. She was employed at Scotland’s Larder which at that time was the only Food and Drink based visitor attraction in Scotland. Anne then became Chairman of Fife Visitor Attractions, which lead to her working with Visit Scotland as Strategic Development Manager and latterly Business Product Manager. Her two consecutive roles involved managing national strategy in key areas of food and drink, rural access and transport.
In 2010, as part of their continued commitment and investment to Whisky Tourism in Scotland, Morrison Bowmore Distillers appointed Anne Kinnes to the role of Visitor Centre Operations and Development Manager. Since taking on this role visitor numbers and income generated across all three distilleries has increased by 32.6% and 42.6% consecutively. Leading a team of over 40 staff Anne is responsible for providing leadership and strategic direction whilst ensuring the delivery of their world class service to each and every visitor at all times.
In January of this year Anne has taken up the post of The Black Watch Museum Trust based in Balhousie Castle, Perth. After successful grant application from Lottery Heritage Fund and many other fund raising activities the Museum was redeveloped to include brand new retail shop and coffee shop it reopened in Summer 2013.and then was delighted when in Summer of 2014 HRH Prince Charles conducted the official opening. A new challenge ahead for Anne to ensure the future journey of the museum.
Sally RaeSally Rae
Organisation: Eden Scott
Sally Rae has given a lifetime of service to the hospitality and tourism industry, supporting its growth in a range of roles covering the various facets of the sector. This invaluable level of experience has enabled Sally to develop an extensive network of decision makers and ensures she has the ear of the industry.

With an early career that included leading sales teams within hotels, conference venues and for industry suppliers, Sally has spent the last 11 years, eight of which has been with Eden Scott, finding the very best talent for Scotland’s world-renowned visitor attractions. Her unrivalled industry knowledge has helped key venues such as the V&A Dundee and National Museums Scotland, amongst many others, to grow their business and support the Scottish economy.

A significant proportion of Sally’s work nowadays focuses on helping these large visitor attractions find the senior level talent they need while developing the hospitality and visitor attraction recruitment business at Eden Scott.

Her understanding of the sector and its needs in terms of its most important resource, people, will add valuable insight to the board and help to make Scotland’s visitor attractions the envy of the world.
Susan LochSusan Loch
Organisation: Historic Environment Scotland
Susan is Head of Visitor Operations and Community Engagement at Historic Environment Scotland. She joined the Non-Departmental Public Body in 1988, having previously worked in the Scottish Executive (now Scottish Government). She has worked in Visitor Operations for over 21 years, and in her current role has responsibility for the effective day to day operational management at Stirling Castle and North/South/Central Regions, in total 77 staffed sites located the length and breadth of Scotland. Typically these sites include Castles, Palaces, Abbeys, working Cathedrals and Mills. She also looks after the visitor experience at a range of unstaffed sites such as Cairns, Brochs and Standing Stones. She is responsible for delivery of a ‘World Class’ service via a highly motivated skilled team of around 420 staff. Much of her work is related to customer service and management, and income generation. Her team strive to ensure that our visitors have the best possible experience at Historic Environment Scotland’s properties. In terms of Community Engagement, she acts as an ambassador for the organisation with a range of external stakeholders, ensuring in particular that key community relationships and partnerships are maintained and developed. Examples include working with Friends Groups at Dundonald Castle, Biggar Museum Trust and Torphichen Preceptory.
Susan lives in Edinburgh and enjoys spending time with her horses in the countryside.
Kathleen BroganKathleen Brogan
Organisation: Mercat Tours
Kathleen Brogan graduated with a BA Honours degree in History from Glasgow University in 2003.
Continuing with her studies, she successfully completed the CELTA qualification from the University of Cambridge. Pursuing a career teaching adults English as a foreign language, she worked in a
variety of key institutions in Edinburgh namely Basil Paterson, Regent Language School and Edinburgh School of English from 2003-2007.
Having trained and graduated as a Mercat Tour guide in 1998, Kathleen has enjoyed a long career providing history walking tours of Edinburgh. From 2002, her accomplishments as a guide led her to become involved in guide training and, later, product development in 2005. Progressing her guiding career and building on her history qualifications then offered the opportunity to lead tours to WWI sites for Mercat Tours International (2005-ongoing). Her extensive knowledge and experience of the business let her progress further to full-time Head of Events in 2007 then Head of Development in 2010. Responsible for quality assurance, product development, marketing strategy, collaborative
enterprises, partnerships, policy and PR, Kathleen has been a member of Mercat Tours management team since 2007.
In January 2015, on the retirement of Des Brogan, her father, Kathleen assumed the position of Managing Director of both Mercat Tours and Mercat Tours International leading the company into its record-breaking 30th anniversary year.
Kathleen is involved in a variety of city and national tourism organisations, and her various roles include Chair of ETAG’s Quality of Experience Working Group, Head of Membership for the Edinburgh Capital Group, Member of VisitScotland’s Quality Assurance Committee and Member of Scotland’s Heritage Management Committee.
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