Born in Scotland and a graduate of Edinburgh University Fiona Jeffery has had a long and accomplished career working in the travel industry responsible for World Travel Market from 1986-2013 ultimately as Chairman. She launched a responsible tourism drive across the industry globally now World Responsible Tourism Day at WTM which is now the largest responsible tourism gathering across the world. In 1998, Fiona also founded and is Chair of the international water aid charity Just a Drop. Its aim, to encourage the travel and tourism industry and businesses generally to give back to communities across the world through the provision of clean water and sanitation. She sits on UNWTO World Committee for Tourism Ethics and is a Non-Executive Director and Tourism Advisor for a number of international businesses. In 2012 she was awarded an OBE by Her Majesty the Queen for services to travel and tourism.