The Customer Journey & Role of Ambassadors in the Destination
“The Destination Leaders Programme challenged my thinking and highlighted the different key elements and challenges that often present in coordinating a destination.”
The student
Anna Young is Tourism Executive for Destination Organisation Visit West Lothian. Working with and reporting to a Board of Directors, Anna is responsible for coordinating all of the activity which the DMO participates in. In 2008 Anna was appointed lead officer and given the task of setting up Visit West Lothian, which included forming a Board of Directors and developing the company business plan. Since then, Anna’s role has been instrumental in growing the company, establishing a more effective partnership approach to working with the private sector and moving tourism up the political agenda in West Lothian.
The organisation
The remit of Visit West Lothian is to increase visitor numbers and expenditure and enhance the visitor experience in West Lothian. West Lothian is one of the 32 council areas of Scotland, and a historic county. It borders the City of Edinburgh, Falkirk, North Lanarkshire, the Scottish Borders and South Lanarkshire.
Anna’s story
In this case study, Anna talks about her experience of being part of the first Edinburgh Napier Destination Leaders Programme and how this experience has led to her making strategic contributions to the development of Visit West Lothian, as well as the impact the course has had on her own personal development. Read/download the full case study below.