Meet the Visiting Researcher – Dr. Ivana Rihova

Welcome to “Meet the Visiting Academic”, a section dedicated to introducing to you our Visiting Academics, Professors and Researchers, where you will have the opportunity to get to know them and find out how they engage with Edinburgh Napier University, and specifically with the Tourism Research Centre (TRC).

Today, Dr Ivana Rihova, Lecturer at the Universidad Europea de Valencia, Spain, tells us about how her journey has always brought her back to ENU, first as a student, then as research assistant, becoming a full-time lecturer and now as TRC Visiting Researcher!

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“My journey with Edinburgh Napier University (ENU) began in 2006 as a postgraduate student pursuing an MSc in International Tourism Management. During my studies, I met Prof Anna Leask, who would later become my dissertation supervisor, and Prof Paul Baron, who contacted me a year after I graduated, asking if I would be interested in applying for a research assistant role at Napier. I went for it and was successful, marking the start of an academic career that took me from Edinburgh to Bournemouth, where I started my PhD in 2010, through Anglia Ruskin University in Cambridge, and then back to Edinburgh (via Glasgow), where I began a full-time lectureship at ENU in 2014.

Although my background is in tourism, my research and my teaching focussed on festival and event management and service marketing. At Napier, I visited and taught at a number of institutions across Europe and Asia, and developed a wide network of collaborations and research ties with colleagues from Macau, Poland, Austria, and the UK. ENU provided me with numerous opportunities for professional grow in both teaching and research. I was very happy to return to the university after two periods of maternity leave, always finding a supportive team of colleagues who over the years became good friends.

In 2022, I made the difficult decision to leave Edinburgh for a new life in Spain with my Valencian husband. Language barrier aside (I had started learning Spanish only a couple of years previously), I found it quite difficult to integrate into the new culture. I dedicated that period to think and write, and to look for new partnerships and projects. I was unable to work initially as I awaited the homologation of my UK doctorate by a Spanish university. When in July 2023 I was given the opportunity to re-join ENU as Associate Researcher at the Tourism Research Centre, I very happily took up the offer, starting a new collaboration with my Napier ex-colleagues Dr Sarah Snell, and Prof Constantina (Dina) Anastasiadou and her team.

Valencia is a fantastic place to be, and I am finally settling into my new home. I have also secured a lecturer position at Universidad Europea de Valencia, and while adapting to the new institutional and cultural context has been challenging, it is also very exciting. My Associate Researcher at ENU allows me to maintain strong connection with the university, and it has been a great excuse to escape the Spanish heat a couple of times a year to work on research projects and to visit friends.”

Future-Proofing Travel: A Journey from Ideation to Publication

Caroline Bremner, Senior Head of Travel and Tourism at a global market research company, and ENU Alumni, has recently launched her book, ‘Future-Proofing Travel: How to Create a Resilient and Sustainable Industry.”

In March, I published my book – Future-Proofing Travel: How to Create a Resilient and Sustainable Industry. The opportunity came about after 28 years of working in travel research for a global market intelligence company. In my role, I’ve been analysing trends and impacts such as 9/11, the Global Financial Crisis and the pandemic. Travel is on the frontline of converging factors including macro-economics, geopolitics, digital transformation, changing consumer behaviours, demographics and the net zero transition. It is a vital economic pillar creating 348 million jobs and generating USD11.4 trillion in 2024, according to the World Travel and Tourism. Yet it faces significant challenges to transform and decarbonise or face an existential threat.

In December 2023, I was approached by a business and academic publisher. I had just lost my cousin to cancer, so I jumped at the chance to embark on a deep dive into the industry that I’ve been passionate about since working as a tour guide for the National Trust at Brodie Castle during the school holidays. The part time job was a way to earn money, meet people from different countries, share the stories of Scotland whilst practising my languages. Who wouldn’t love working in travel and tourism?

After my proposal was submitted and approved, I spent 5 months writing and researching the book, including conducting interviews with 30 global industry experts. Every interview revealed new perspectives and spurred me on thanks to the passion and purpose of these talented interviewees. They included global sustainable tourism leaders, changemakers, social impact entrepreneurs, digital technologists, conservationists and even an ‘accidental hotelier’.

It was a truly family affair: my son helped me with data permissions and sourcing; my daughter was a sounding board for ideas especially of Gen Alpha and my husband contributed some beautiful ink drawings, illustrating the transformation of a tree through its lifecycle. Their input and support were vital, seeing as the book took a significant amount of my time, writing after work in the evenings and all weekend.

My editor equally played a critical role in terms of the editorial approach, guiding me through each stage of the book research where I submitted chapter batches and incorporated her invaluable feedback.

By August 2024, the manuscript was wrapped up, along with everything signed off for data permissions and interview quotes. The next six months were given over to the publisher to finalise proofreading, production, marketing and publication.

The book launched internationally on 3 March 2025, with the Americas following later in the month. I was in Berlin for ITB Berlin – a major travel conference – and it was a great moment to know that the hard work was over, and a new chapter was beginning.

The past year has been a rollercoaster, balancing different work and family commitments to meet deadlines. Overall, I’m pleased with the result and met some amazing people in the process. Whether it will be on the Amazon best-seller list, we will need to wait and see!

Get your copy here: https://linktr.ee/futureproofingtravel

Discount code: KOGANPAGE25