In celebration of International Women’s Day on 8 March, we’re highlighting the incredible women within our membership. Read their stories, recognise their achievements, and be part of the conversation as we shine a light on the journeys of female leaders in UK inbound tourism – and consider how we can better support and empower women in the workplace.
Heather Matthews is the Managing Director of Little’s Chauffeur Drive. Notably, she has been shortlisted as one of the UK’s top eight Female Business Leaders at the British Business Awards 2025. This recognition highlights Heather’s leadership and her impact on the industry.
- What inspired you to enter the tourism industry?
As the daughter of Little’s founder, the business has always been woven into my life, and I grew up with a strong understanding of the care, professionalism, and attention to detail that underpin exceptional service. I officially joined Little’s in 1991 after graduating, beginning in reservations and marketing at a time when the company was still small – just my parents, two other members of staff, and myself in our Glasgow head office. Starting in such a hands-on environment gave me an early appreciation for how every decision, no matter how small, contributes to a client’s overall experience.
Working within a family business also meant that I learned quickly about responsibility, adaptability, and the impact that trusted transport has on how international clients perceive a destination. Over time, I realised that what we were doing went far beyond driving; we were helping shape first impressions of Scotland and the UK.
As a member of the founding family, stepping into the industry felt like a natural extension of my background, but it was also fuelled by my own passion for people, travel, and delivering high-quality service.
- What has been the highlight of your career so far?
One of the greatest highlights of my career has been leading Little’s through significant periods of growth and transformation while maintaining the values the company was built on. After becoming a Partner in 1997 and then Managing Director in 2005, I took on responsibility for shaping the culture, strategy, and long-term direction of the business. Seeing Little’s evolve from a small family office into Scotland’s oldest and largest chauffeur company, now operating globally through a trusted supplier network, has been incredibly rewarding.
The pandemic was undoubtedly one of the most challenging chapters in our history, but the way the business and our team responded is something I’ll always be proud of. It demanded resilience, quick decision-making, and a renewed focus on who we are as a company. As the world reopened, Little’s didn’t just return to where it had been; it moved forward with renewed purpose, stronger systems, and fresh momentum. We’ve continued to flourish since then, earning industry recognition and expanding our global reach.
Watching the business thrive after such a difficult period, and seeing our team grow in confidence and capability, has been one of the most meaningful achievements of my career.
- Have you faced any specific challenges as a woman working in inbound tourism, and how did you navigate them?
In my career, I’ve never felt that my gender has created specific disadvantages or held me back. I’ve been fortunate to work in an environment where hard work, clarity of purpose, and a commitment to high standards have always mattered more than anything else. Rather than focusing on challenges linked to being a woman, I’ve concentrated on building the strongest possible team around me. One of the most important choices I’ve made as a leader is to surround myself with a senior team that is genuinely diverse in thought, experience, and perspective.
That diversity has proved invaluable when navigating major challenges – from adapting to rapid technological change to evolving our operations and leading the business through uncertain periods such as the pandemic. When you bring different viewpoints together, you benefit from broader ideas, stronger problem-solving, and the ability to make well-balanced decisions that carry the business forward.
- What changes would you like to see in the UK inbound sector to better support and empower women?
I would like to see the UK inbound sector create even more visible pathways for women to progress into senior decision-making roles, particularly in areas such as transport, operations, and logistics, where representation has traditionally been lower. It’s important that women entering the industry can clearly see that leadership is achievable and that their skills are valued at every level.
I also believe the sector would benefit from more structured mentoring and sponsorship. Throughout my own career, I’ve seen how important it is to have people who champion your potential and encourage you to take on new challenges. Creating more opportunities for women to learn from experienced leaders would help build confidence and support long-term progression.
Finally, I’d like to see more women included in the conversations that shape the future of inbound tourism. Ensuring that decision-making forums reflect the diversity of the workforce will lead to better ideas, stronger strategies, and a more forward-thinking industry overall.
- What’s an assumption people often make about your role or the inbound sector that you’d like to challenge?
People often assume that inbound tourism is simply about visitor services on the surface, when in reality it’s one of the UK’s most significant economic pillars. Tourism supports countless industries from transport and events to culture, food, and hospitality and plays a major role in how the UK and Scotland are perceived internationally. Scotland, in particular, benefits enormously from tourism revenue, and it continues to be a key driver of economic activity and global visibility for the country.
What is sometimes overlooked is how businesses like Little’s contribute to that wider picture. Our work sits at the intersection of tourism, business travel, and international relations, and the scale of what we support each year reflects that. In 2025 alone, we delivered 151 extended tours and 79-day UK tours, demonstrating the level of demand for luxury transport and the role it plays in keeping the visitor economy moving.
Inbound tourism is far more influential and economically important than many people realise, and it remains a sector with huge potential for the UK’s future growth.
- What advice would you give to young women considering a career in inbound tourism or travel?
My advice is to stay curious and have confidence in what you bring. Tourism is an industry that really benefits from people with fresh ideas, different perspectives, and a genuine interest in others. Don’t be afraid to ask questions, put forward suggestions, or share your viewpoint – it’s often the new voices who spot opportunities others might miss.
Take time to build relationships across the sector and learn from people whose work you admire. Those connections can open doors and help you understand the industry from different angles. And be willing to say yes to opportunities that stretch you, even if you’re not completely sure you’re ready for them. Often, that’s where the biggest growth happens.
Above all, remember that your interest in people and places isn’t just something you’re passionate about, it’s a real skill that will help you throughout your career.
- The legacy I hope to leave in the UK tourism industry is…
I hope to leave a legacy defined by long-term thinking, innovation, and a deep commitment to people. Leading Little’s since 2005 and guiding it through some of its most challenging and transformative periods, has reinforced my belief in the importance of resilience and adaptability. I want Little’s to continue being regarded as a company that sets high standards for service while remaining warm, human, and grounded in strong values.
Another part of my legacy is nurturing talent and creating an environment where people feel supported to grow. Watching team members develop their skills, embrace new opportunities, and contribute to Little’s award-winning success has been one of the most rewarding aspects of my career.
Beyond business, my role as Chair of The Prince & Princess of Wales Hospice reflects my commitment to community leadership and service. Ultimately, I hope to leave behind a more inclusive, forward-thinking tourism industry, one where people and purpose sit at the heart of every decision.
