When the Covid-19 pandemic struck, professionals across all sectors were forced to adapt. For Dundee Tourism administrative officer Patricia Zoya, the crisis became an unexpected opportunity to serve her community in a new way.

Zoya, who joined Dundee Tourism in 2022, began her career in social work.

“I hold an Honours degree in Social Work and was working with a non-governmental organisation that focused on community development,” she explained.

“Unfortunately, like many non-profits, we were forced to close during the pandemic due to financial constraints. It was a very difficult time – not just for the organisation, but for the people we served.”

Determined to continue helping others, Zoya moved into virtual counselling, offering online support sessions from her home.

“That’s when I decided to open a private practice,” she said. “It allowed me to keep doing what I loved – supporting individuals and families – even in uncertain times.”

As the economic challenges deepened, Zoya realised she needed to diversify her income to support her household. Her solution came through community involvement.

“I started engaging with the Dundee Tourism Committee,” she recalled. “It wasn’t long before I found myself in a full-time role as administrative officer. I have come to value this work deeply.”

Though it was a career shift, Zoya found that her skills from social work transferred naturally into tourism.

“Tourism is much more than travel,” she said. “It connects people, cultures and businesses. I’ve met so many different people, and public engagement remains one of my strongest skills. Being bilingual helps me connect with a broad range of visitors and stakeholders.”

Today, Zoya plays a key role in promoting Dundee as a destination – from cultural landmarks to heritage tourism and local business growth.

“Tourism is a powerful tool for economic development,” she said. “It touches nearly every sector. I’m proud to be part of a team working to keep Dundee relevant and attractive to both domestic and international visitors.”

Her advice to other women navigating uncertain career paths is clear: “Be resilient, be adaptable, and never underestimate the power of community involvement. Sometimes the route to your passion takes an unexpected turn – but it can lead to even greater impact.”

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