About Us


Image of Willie Macleod

Willie Macleod, managing director of the firm, has proven experience of successfully delivering consultancy projects for many clients including:

  • National and regional tourism organisations
  • Local and national governments
  • Economic development agencies
  • Non-governmental organisations
  • Private businesses and public companies

For 18 years he worked for two highly professional practices and was, variously, responsible for the tourism consultancy teams at PricewaterhouseCoopers and at SQW Consulting.

Hotel Management & Tourism Management

His consultancy experience builds on a solid grounding of general management in the hotel industry and a total of 17 years in a variety of roles with the national tourism agency for Scotland, VisitScotland. His experience at VisitScotland includes leadership of two directorates, product development, investment, marketing initiatives, quality assurance, sustainability and visitor information services.

Non-executive roles

This experience is complemented by current non-executive contributions to businesses which are involved in the tourism industry on a daily basis - hotel and self-catering accommodation, visitor attractions, conference/meeting/incentives activities and an exclusive use venue.

Breadth of expertise

In addition to the in-house capability of the firm, Wilson-Macleod has established links with other individuals and companies which can augment the experience which can be included in project teams. This includes financial analysis and accounting, tourism marketing, market research agencies, economists and disciplines such as engineering, architecture and surveying.

The company therefore has a deep, practical and up-to-date knowledge of tourism - the issues and challenges facing businesses, the case for government intervention, consumer trends and the highly competitive nature of the marketplace. Not only does Willie Macleod have experience of providing consultancy services to clients, he also has experience of commissioning consultants. He can therefore 'view the relationship from both sides'. This ensures that Wilson-Macleod is capable of fully understanding client requirements from the outset; the firm will not embark on work until there is clear and shared understanding of the issues to be addressed, the objectives of the work and the outcomes which are required.

Willie Macleod is associated with the following professional bodies -

  • Fellow of the Institute of Hospitality
  • Fellow of the Tourism Society
  • Member (and Director) of the Scottish Tourism Forum

Please click on the link to view William Macleod's CV