Meet Cathy Craig - AITC's First Chief Executive

AITC welcomes first Chief Exec!

The AITC board is absolutely thrilled and delighted to welcome Cathy Craig to the newly-created position of Chief Executive. We wish Cathy every success and look forward to supporting her.

Cathy will lead our ambitious growth plans to boost visitor numbers to Argyll and the Isles, building upon the strong Wild About Argyll brand.

This newly-created appointment is the beginning of an exciting chapter for all of us as part of Wild About Argyll and comes in the same week that Argyll & Isles Tourism Cooperative has been awarded £350,000 from Highlands and Island Enterprise (HIE) for a three-year project to rebuild the tourism sector across the region following the pandemic.

Cathy brings more than 20 years’ experience with highly skilled roles in marketing and business development. Four years ago, she played a key role in AITC as volunteer Director and has been on the board of VisitScotland for six years, bringing great experience of national strategy and an understanding of the challenges for

Born in Manchester, Cathy sees herself as an ‘adopted Scot’ having lived in Scotland for eight years with her Scottish husband and sons. She has a wealth of experience from her commercial and Marketing Director roles at CalMac and ScotRail and most recently, four years as Commercial Director at Entrepreneurial Scotland.

Speaking about her new role, she said: “I am very proud to have been selected to lead AITC’s ambitious delivery plans over the coming years. My passion to see Scotland succeed economically and socially combined with my deep affection for Argyll and the Isles equips me with the drive needed to deliver in this role. I’ll be joining an amazing team and working with our many supportive partners to realise our collective goals. 

Covid-19 has had a major impact on the tourism sector and looking forward, I’m excited to work with the vibrant DMOs and businesses across Argyll and the Isles to identify opportunities to bring back our much-missed visitors and to support business leaders to achieve their own ambitions.  

My vision is to drive activity, which is not only recovery focussed, but opens up new opportunities for collaborative working across the region, resulting in positioning Argyll and the Isles as the ‘must visit’ destination. We can do this by building capability and capacity within our industry and underpinning that activity with financially sustainable funding. It’s imperative that we collectively shift our thinking and actions to responsible tourism; we must consider the needs of our industry and visitors and the impact on our environment and communities in all that we do going forward.

We hope you join us in wishing Cathy all the very best.


You can reach Cathy at


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