Tag: VisitScotland

Extra Mile Club: VisitScotland partners with U.S. TV giant

Scotland is shining as the ultimate luxury destination in acclaimed travel competition series Extra Mile Club thanks to a major collaboration between VisitScotland and American television network NBC’s NBCULocal division.

The national tourism and events body has teamed up with one of America’s most-watched TV platforms and luxury travel network Global Travel Collection to spotlight Scotland as a destination where heritage, culture, and luxury blend for an unforgettable experience.

The show, which aired right after the hugely popular Saturday Night Live, features Scotland in two dedicated episodes, as two travel advisor teams from Global Travel Collection compete to create perfect Scottish itineraries for celebrity clients.

Olympic medallists and NBC commentators Tara Lipinski and Johnny Weir are treated to the VIP treatment in Scotland after requesting their trip location following their Scottish experiences while starring on the U.S. version of The Traitors.

Supported by targeted advertising across NBC and Peacock throughout November and December, these episodes are a key component of VisitScotland’s wider autumn/winter drive to keep Scotland top of mind for American travellers.

With the U.S. being Scotland’s largest and most valuable international market, contributing millions to the visitor economy each year, this partnership was created with aim to bring even more U.S. visitors to Scotland. It shines a light on Scotland’s most luxurious places to stay and the extraordinary experiences to be enjoyed.

To help viewers turn inspiration into the trip of a lifetime, VisitScotland has created a bespoke itinerary based on the show’s highlights, now available on its website. From private castle tours and luxury spa stays to fragrance-making and curated shopping in Edinburgh, the itinerary mirrors the celebrity experiences seen on screen – making it easy for visitors to plan their own unforgettable Scottish adventure.

The episodes, filmed in autumn across several regions, were shaped with VisitScotland working closely with NBC and the Global Travel Collection to reflect U.S. visitor motivations. This collaboration is set to continue with the Global Travel Collection and the national tourism and events body now linked to bring more of Scotland to its luxury travel agent network.

The first episode introduced viewers to some of Scotland’s most luxurious experiences. Highlights of the trip, which were crafted by rival advisors Tom Ho and brother team Michael and Steven Lieberman, included a stay at, a jeep safari, Cameron House Hotel and Spa, a private tour of Inveraray Castle by the Duke of Argyll, a yoga session with Kilted Yoga’s Finlay Wilson and a rainbow-soaked cruise on Loch Lomond.

The second episode, which premiered on Saturday 20 December, featured a trip on the opulent Royal Scotsman train from Wemyss Bay station in Inverclyde, fragrance-making sessions at the Royal Botanic Garden in Edinburgh to bespoke fashion creations by celebrated Scottish designer Siobhan Mackenzie.

The episodes premiered on US TV before being shared on YouTube with a bonus scene of Tara and Johnny being treated to an exclusive visit to Rosslyn Chapel in Midlothian.

In addition to the dedicated episodes, a recent edition of NBC’s Open House series features Andy Murray’s Cromlix Hotel. The segment is guided by wife Kim Murray, who oversaw its radical redesign a few years ago.

Vicki Miller, VisitScotland Chief Executive, said: “It has been incredibly exciting to partner with NBC and Global Travel Collection to bring Extra Mile Club to Scotland.

“The US is Scotland’s largest international visitor market in both volume and spend, contributing millions to our economy each year, with strong potential for continued growth.

“And Scotland offers so much to American visitors from our breathtaking landscapes and rich history to authentic connections with our people and culture.

“The show is also a unique way to showcase the work of travel advisors. They play a vital role in curating these bespoke journeys and remain an essential link to the US market. Our dedicated US travel trade team supports advisors with training, resources and both in-market and UK-based events to help them bring Scotland to life for their clients. This is complemented by our broader marketing, PR, and partnership activity to keep Scotland top of mind for US visitors.

“From iconic landmarks to bespoke adventures, we hope these episodes inspire even more Americans to plan their own Scottish adventure in 2026 and beyond where you will be guaranteed a warm welcome.”

Watch The Extra Mile Club Scotland episode 1

Watch the Extra Mile Club Scotland episode 2

Watch Open House Cromlix segment

PICTURES: VisitScotland

Edinburgh Scottish Thistle Awards regional winners revealed

A historic street, a climate conscious zoo, an inspiring festival, an inclusive visitor attraction and two tourism champions have been crowned Edinburgh’s best at Scotland’s top tourism and events industry awards.  

Six businesses and individuals from the city received awards at the Central and East of Scotland Thistle Awards regional final at the Edinburgh International Conference Centre (EICC) on Thursday night (11 September). 

For over 30 years, the Scottish Thistle Awards, this year with new headline sponsor Abbey: The Destination Experts, have showcased individual businesses, people and partnership working.

They have become an annual celebration of excellence, collaboration, and innovation within one of the country’s most important sectors. Past winners credit the awards with boosting their business, increasing enquiries, and inspiring staff. 

Delivered by VisitScotland, in partnership with regional awards programmes, the Scottish Thistle Awards combines five regional awards and a national final. 

Winners from across the Capital include:  

Edinburgh Zoo, who took home two awards – Best Visitor Attraction and Climate Action Award, which celebrates businesses making significant progress towards net zero.  

Judges praised the popular attraction for its environmental sustainability practices and supportive work environment.  

Ben Supple, Deputy Chief Executive, Royal Zoological Society of Scotland, said: “We are incredibly proud that Edinburgh Zoo has been named the best visitor attraction in Central and East Scotland. 

“Nature needs us all more than ever and we want everyone who visits the zoo to learn more about our natural world and how they can protect wildlife. 

“Everyone at Edinburgh Zoo is dedicated to protecting nature, tackling climate change and saving wildlife. 

“It is wonderful that the sustainability activities and innovations at the zoo have been recognised with the climate action award too, including the installation of our new solar meadow.” 

The Real Mary King’s Close was also a double winner, scooping both Employer of the Year and Individual of the Year – General Manager Paul Nixon. 

The historic street sits beneath the Royal Mile, where guests explore authentically preserved 17th-century streets on immersive, one-hour tours led by costumed guides. 

Paul, who also chairs the Association of Scottish Visitor Attractions (ASVA), said: “We’re incredibly proud to be recognised as Employer of the Year. This award reflects the passion, care and creativity of our brilliant team — the heart of everything we do.

“From wellbeing to development, we’re committed to creating a workplace where everyone feels valued, supported and inspired.” 

And reflecting on his personal accomplishment, Paul added: “It’s an incredible honour to be named Tourism Individual of the Year. I’m fortunate to work in an industry that’s all about people — their stories, experiences and communities.

“This award reflects the brilliant teams I’ve worked with and the passion that drives us all to keep making Scotland’s tourism offer world-class.” 

Edinburgh International Book Festival won the award for Outstanding Cultural Event or Festival, sponsored by STV. 

The category recognises the outstanding cultural events and festivals that are part of Scotland’s tourism offering. 

The Edinburgh International Book Festival is a charity which celebrates and shares the power of writers, their ideas, and the words they craft to illuminate, challenge, and inspire.

Held in the heart of the city at the Edinburgh Futures Institute, each August it presents almost 700 events featuring writers and thinkers from around the world.

As well as children and families, young adults, adults, and schools programmes, the festival brings writers into community settings such as libraries, hospitals and prisons, and streams events online. 

Jenny Niven, Director & CEO, Edinburgh International Book Festival, said: “We’re honoured to be recognised for our work bringing authors and audiences together through a shared love of books, ideas, and conversation. 

“This win is a testament to the creativity, care, and commitment of our team and the many brilliant partners we collaborate with across Scotland and beyond.” 

The Inclusion Award, sponsored by Historic Scotland, was won by Camera Obscura & World of Illusions. 

Edinburgh’s oldest visitor attraction earned the judges’ favour through initiatives like sensory backpacks and quiet spaces, and their new virtual tour shows thoughtful consideration and offers reassurance and flexibility for all visitors.

These showed their commitment to inclusivity – especially for neurodiverse visitors. 

General Manager Andrew Johnson said: “We are absolutely thrilled to win this award for Inclusivity. 

“It’s a powerful recognition of the commitment our entire team has made to ensure Camera Obscura & World of Illusions is a place where everyone feels welcome, represented, and inspired.” 

Finally, The Rising Star Award, sponsored by HIT Scotland was presented to Hugh Mackay from Highland Experience Tours.  

Hugh began his career in the tourism industry in 2024. While working with Highland Experience Tours, he has delivered over 200 tours, received more than 150 individual five-star guest reviews, and contributed to a 12% uplift in overall tour ratings for the company.

He has been praised for his leadership, authenticity, and natural charisma, which has made him a standout ambassador for Scottish tourism and a true rising star. 

Hugh said: “As a young man from the far north of Scotland, I’m honoured to be recognised in this moment that reflects my commitment to hospitality and tourism, and my passion for showcasing Scotland’s very best to every guest I have the privilege of welcoming on my tours.”  

VisitScotland Regional Director Neil Christison said: “A huge well done to all our regional winners for this amazing achievement. Having such strong representation from Edinburgh highlights the quality found across the city. 

“Being recognised by the Scottish Thistle Awards, means tourism businesses are considered some of the best in the country. The awards help to ensure that tourism, and the individuals who work in the industry, are praised for the positive impact they bring to the country and our communities. 

“I wish everyone the best of luck for the national final in November where they will be representing Edinburgh.”  

Responsible tourism is at the heart of the Scottish Thistle Awards, supporting the aim for Scotland to be recognised globally as a leader in this field. Entrants to all categories must evidence how they have embraced best practice covering the four key areas of a low carbon economy, inclusivity, thriving communities and Scotland’s natural and cultural heritage. 

Regional winners for Central and East were announced at a ceremony hosted by radio DJ Grant Stott and delivered by VisitScotland, with headline sponsors Abbey: The Destination Experts – part of the Abbey Group, a collection of travel companies specialising in inbound tourism to the UK & Ireland.

Winners from all five regional awards, which also include the West, Highlands and Islands Thistle Awards (HITA) the Aberdeen City and Shire Thistle Awards (ACSTA) and the South of Scotland Thistle Awards (delivered in partnership with the South of Scotland Destination Alliance and supported by South of Scotland Enterprise) go on to compete at the Scottish Thistle Award national ceremony in November. 

This year’s sponsors also include AccessAble, Fishers, Get Your Guide, Historic Scotland, HIT Scotland, Scottish Licensed Trade Association (SLTA), STV, The Times Scotland and the Scottish Sun.    

PICTURES: Connor Mollison/VisitScotland

 For a full list of winners, please visit: www.scottishthistleawards.co.uk 

VisitScotland: Making positive connections

TOURISM businesses from Edinburgh and the Lothians are being invited to sign up to an event at which they can do business with global tour operators, travel advisors and Destination Management Companies representing Scotland’s most important visitor markets. 

VisitScotland Connect 2026, supported by Visit Glasgow, will be held for the first time in the city next year at the Scottish Event Campus (SEC) and registration is open. The event is a key part of the national tourism and event organisation’s activity to drive the visitor economy by increasing Scotland’s share of global tourism.  

More than 50 tourism businesses from Edinburgh and the Lothians attended this year’s event at P&J Live in Aberdeen, where Scottish tourism businesses met with travel intermediaries. These included tour operators and travel agents who plan trips to Scotland for their clients across the globe, including in North America, Europe, Asia-Pacific and the UK domestic market. 

These operators help promote a spread of destinations and can ensure Edinburgh and the Lothians are included in travel itineraries for the coming years and that the holiday offering continues to evolve and fit the demands of the modern traveller.  

VisitScotland’s flagship travel trade event is designed to provide a targeted platform for trade-ready Scottish businesses – including accommodation, experiences and attractions – to connect with domestic and international travel trade buyers. 

Pietro Cecchini, Head of Business Development at The Scotch Whisky Experience, said: “We are 100% committed to VisitScotland Connect, which lies at the heart of our annual B2B sales and marketing strategy.

“As Scotland’s leading travel trade event, it has proven itself, year after year, to be the most cost-effective platform for delivering annual business growth, by introducing us to prospective new clients, international and domestic, and enabling us to catch up in person with existing partners and friends from across our global tourism network.” 

Claire Dutton, Tourism Officer at East Lothian Council, said: “Scotland Connect provides Visit East Lothian the perfect platform to speak to global travel trade operators including key overseas markets to our area, we were delighted we were able to bring along ten businesses this year who could establish their own connections with the trade.

“We spoke to a number of operators and have provided a range of assistance since the event to those looking to book their trips to East Lothian. It is important we continue to promote East Lothian to the travel trade, and we will definitely be returning next year.” 

New figures* show that this year’s event, which was attended by almost 250 tourism businesses and over 270 travel intermediaries, resulted in bookings worth an estimated £8.6 million to Scotland.   

A survey conducted after the event found that every Scottish tourism business who responded anticipated generating sales for their business as a result of attending. Additionally, 91% of travel trade buyers said they anticipate introducing, expanding, updating or changing their programme or products as a result.  

A total of 8,200 meetings were held – up by 1,200 on 2024 – and 50 of the Scottish tourism businesses who attended the event were new to VisitScotland Connect this year. 

Figures show Scotland welcomed a record number of international visitors in 2024. With half of all overseas visitors booking their trips through tour operators or travel advisors, the event has been credited with helping Scottish suppliers get their experiences and services in front of global audiences. 

In addition to the event in Glasgow, a specially curated programme of familiarisation (fam) trips will be organised to showcase the best of Scotland’s tourism offering. 

Highlighting products with a strong emphasis on sustainability, these fam trips allow travel trade representatives to experience first-hand everything from local culture and food and drink to rail and public transport, luxury and outdoor adventures and wildlife at a variety of different destinations.   

Neil Christison, VisitScotland Regional Director, said: “VisitScotland Connect is an integral part of our work to help more Scottish tourism and events businesses to internationalise and capitalise on growing international interest. 

“Tourism is vital to Edinburgh and the Lothians, and I would encourage trade-ready tourism businesses in the region to sign up for 2026. 

“According to Scottish Growth Sector Statistics, the total overnight spend by international and domestic visitors to the Edinburgh and Lothians in 2024 was £2.7 billion. This stimulates investment, creates jobs in communities across the region, enhances Scotland’s global reputation, and boosts visitors’ and our own health and wellbeing.  

“This is so important as the industry continues to face challenges as a result of the cost of living and the cost of doing business. 

“I was pleased to see Edinburgh and Lothians tourism businesses attending this year to showcase this unique and captivating region to a global audience.  

“Encouraging visitors to explore the region all year round and to spend more money in our local communities is vital for the sustainable growth of the visitor economy.”  

VisitScotland Connect will be held on 15 and 16 April 2026, at the SEC in Glasgow and is for businesses who are ready to work with travel trade.

Trade-ready Scottish businesses can register to participate via the registration link on the Connect event website.   

Tourism: Scottish Thistle Award winners revealed

Kat Brogan, the visionary leader behind one of Scotland’s most progressive tourism businesses has been named as the winner of one of the country’s most prestigious tourism and events awards.

The Managing Director of Mercat Tours took home the Scottish Thistle Awards’ highest accolade, the Silver Thistle, at the national final held at the Hilton Glasgow on Thursday 21 November.

Delivered by VisitScotland, the Scottish Thistle Awards, with headline sponsors Johnstons of Elgin, celebrate the very best of the tourism and events industry. They have become an annual celebration of excellence, collaboration, and innovation within one of the country’s most important sectors. 

The Silver Thistle is awarded in recognition of an outstanding contribution to tourism, an honour bestowed by the industry to someone who delivers stand out work and inspires excellence in others.

Judges said Kat Brogan represented the ‘very spirit of the Silver Thistle Award; a leader whose passion, vision, and commitment to excellence has left a lasting impact on Scottish tourism.’  

Business Minister Richard Lochhead who presented the award said: “It was a privilege to award Kat Brogan the coveted Silver Thistle award, celebrating her commitment to inclusivity and sustainability while showcasing the best of our capital city.

“Tourism is vital to Scotland, providing jobs and highlighting the diversity of Scotland’s offer to global audiences.

“And it is a sector which is passionate about driving positive change on behalf of communities across the country. The Scottish Government is committed to supporting the industry at every step.”

Among the other Edinburgh winners were The Scotch Whisky Experience which took home the award for Best Visitor Attraction, sponsored by Jacobite Loch Ness Cruises. The popular attraction which is based on the Capital’s famous Royal Mile impressed judges with its clear culture for innovation including several examples such as tasting and story-telling experiences. 

Susan Morrison, Chief Executive, said: “We are thrilled and honoured to receive the award for Best Visitor Attraction.

“A huge thanks to our amazing customer-facing and support teams. This award is truly the culmination of everyone working together to welcome the world and help them on their journey to fall in love with Scotch whisky.”

Meanwhile, nearby Camera Obscura & World of Illusions, was named Tourism & Hospitality Employer of the Year.

Judges commended the attraction for its diverse workforce which fosters an atmosphere of dignity, honesty and response. It was also praised for having regular dialogue with staff with lots of opportunity for innovation, training, sharing of ideas and providing feedback.

Andrew Johnston, General Manager, said: “We are very grateful to the judges for this prestigious award and to our dedicated team for their tireless efforts.

Their commitment to enhancing our facilities and visitor experience has been invaluable. Thank you to our visitors for continuing to enjoying our unique offer of interactive fun.”

Finally, Business Events Shaping Tomorrow ‘BEST’ Business Event – ACNAP 2023 which took place at the Edinburgh International Conference Centre (EICC) was named Best Business Event.

Held in June 2023, the event welcomed 450 delegates to the Association of Cardiovascular Nursing & Allied Professions’ Annual Conference, bringing together cardiovascular nurses, allied professionals, pharmacists and health care scientists in cardiovascular care. 

The conference was praised for contributing to Scotland’s Cardiovascular Nursing expertise, advancing the quality of life for the people of Scotland, and for showing excellent alignment to Scottish Government Policy aims, sustainability and legacy.

EICC Chief Executive, Marshall Dallas said: “At the EICC, we’re dedicated to hosting impactful business events. ACNAP’s 2023 conference is a brilliant example of how a business event can be a catalyst for positive societal impact, by raising public awareness and driving policy change.

“We’re really proud to see this legacy work recognised with a Thistle Award.”

Steven Walker, Chair of the Scottish Thistle Award Industry Panel, said: “My sincerest congratulations to Kat Brogan, The Scotch Whisky Experience, Camera Obscura & World of Illusions, the EICC and the Association of Cardiovascular Nursing & Allied Professionals, on being crowned winners at this year’s Scottish Thistle Awards national final.

“This is a remarkable achievement and shines a spotlight on the excellent tourism offerings available in the city.

“Earning recognition as one of the best in the country is a fantastic accomplishment. It not only shines a spotlight on the city but also underscores the positive impact our tourism and events industry has on Scotland as a whole. 

 “Winning a Scottish Thistle Award means joining a prestigious roll of honour, placing these winners among the country’s finest and opening doors to new opportunities.” 

The Scottish Thistle Awards champion innovation, collaboration and sustainable practices, in line with the ambitions of the national tourism strategy, Scotland Outlook 2030.      

2024 saw more than 700 entries submitted by individuals, businesses, events and community organisations in the bid to be recognised for the role they play in making Scotland a must-visit, must-return destination.    

The Scottish Thistle Awards are delivered in partnership with Highlands & Islands Thistle Awards (HITA), the Aberdeen City and Shire Thistle Awards (ACSTA) and the South of Scotland Thistle Awards, supported by a panel of industry representatives. 

This year’s national sponsors of the Scottish Thistle Awards include headline sponsor, Johnstons of Elgin, as well as Abbey UK, Jacobite Loch Ness Cruises, The Macallan Estate, LNER, STV, SLTA, Historic Scotland and Fishers. The Scottish Thistle Awards also includes a media partnership with News Scotland including The Times Scotland and the Scottish Sun.    

Full list of winners: 

Category Winners 
Best B&B or Guest House Experience – sponsored by Abbey UK Glenegedale House, Isle of Islay 
Best Bar or Pub – sponsored by Scottish Licensed Trade Association The Cross Keys Inn, Ettrickbridge 
Best Business Event Business Events Shaping Tomorrow ‘BEST’ Business Event – ACNAP 2023, Edinburgh 
Best Eating Experience The Globe Inn, Dumfries 
Best Hotel Experience – sponsored by Fishers Apex City Quay Hotel & Spa, Dundee 
Best Luxury Experience – sponsored by The Macallan Estate Trump Turnberry, Girvan, 
Best Outdoor or Adventure Experience Nevis Range, Torlundy 
Best Self Catering or Unique Stay Kabn, Loch Fyne 
Best Visitor Attraction – sponsored by Jacobite Loch Ness Cruises The Scotch Whisky Experience, Edinburgh 
Celebrating Thriving Communities – sponsored by The Scottish Sun Friends of Dundonald Castle SCIO, Dundonald 
Climate Action Award – sponsored by LNER Glasgow Science Centre, Glasgow 
Inclusive Tourism Award – sponsored by Historic Scotland Trimontium Museum, Melrose 
Innovation in Tourism – sponsored by The Times Scotland Loch Ness Hub and Travel, Drumnadrochit 
Outstanding Cultural Event or Festival – sponsored by STV Wigtown Book Festival, Wigtown 
Outstanding Sporting Event World Athletics Indoor Championships, Glasgow  
Rising Star Award Hannah Cochrane – Scottish Event Campus, Glasgow  
Tourism & Hospitality Employer of the Year Camera Obscura & World of Illusions, Edinburgh 
Tourism Individual of the Year Russell Fraser, Loch Ness Hub and Travel, Drumnadrochit 
Silver Thistle Kat Brogan, Mercat Tours, Edinburgh

Edinburgh tourism stars shine

Two iconic tourist attractions, one unforgettable event, and two inspirational individuals from Edinburgh have received recognition at Scotland’s premier tourism and events awards.  

Five businesses and individuals from the city received awards at the Central and East of Scotland Thistle Awards regional final at Sheraton Grand Hotel, Edinburgh last week (Thursday 26 September).   

The Scottish Thistle Awards, with headline sponsors Johnstons of Elgin, celebrate the very best of the tourism and events industry.  They have become an annual celebration of excellence, collaboration, and innovation within one of the country’s most important sectors.    

2024 saw more than 700 entries submitted by individuals, businesses, events, and community organisations in the bid to be recognised for the role they play in making Scotland a must-visit, must-return destination.     

Winners from across the city include:  

Camera Obscura & World of Illusions which took home two awards. Edinburgh’s oldest visitor attraction was named Tourism & Hospitality Employer of the Year and winner of the Climate Action Award, which celebrates businesses making significant progress towards net zero.  

Judges praised the Edinburgh attraction for its environmental sustainability practices and supportive work environment.  

Andrew Johnson, General Manager at Camera Obscura & World of Illusions said: “We are very grateful to the judges for these prestigious awards and to our dedicated team for their tireless efforts.

“Their commitment to enhancing our facilities and visitor experience has been invaluable. Thank you to our visitors for continuing to enjoy our unique offer of interactive fun.” 

Edinburgh’s Hogmanay 30th Anniversary Celebration won the award for Outstanding Cultural Event or Festival.  

The category recognises the outstanding cultural events and festivals that are part of Scotland’s tourism offering.   

In 2023, Edinburgh’s Hogmanay once again welcomed the world to party in Scotland’s capital, celebrating a milestone 30th anniversary with a spectacular programme of world-class events. Produced by Edinburgh creatives Unique Assembly, over 100,000 revellers partied their way into 2024 at a 4-day carnival of fire, light, music, and dance.  

Edinburgh’s Hogmanay Festival Directors Penny Dougherty, Dani Rae, Nik Whybrew and Al Thomson said: “We are immensely proud that Edinburgh’s Hogmanay has been recognised at the Thistle Awards.

“Reaching a milestone 30th anniversary in 2023, Edinburgh’s Hogmanay goes from strength-to-strength, and we can’t wait to welcome the world to party at the Home of Hogmanay again this year.  

“A huge thank you to the incredible Unique Assembly team and all our event partners who make the festival happen.” 

The Best Visitor Attraction award was presented to The Scotch Whisky Experience with judges impressed by the attraction’s clear culture for innovation including several examples such as tasting and story-telling experiences. 

Susan Morrison, Chief Executive of the Scotch Whisky Experience said: “We are thrilled and honoured to receive the award for Best Visitor Attraction. A huge thanks to our amazing customer-facing and support teams.

“This award is truly the culmination of everyone working together to welcome the world and help them on their journey to fall in love with Scotch whisky.” 

Meanwhile, Annika Schneider, PA to the Chief Executive at The Scotch Whisky Experience, received the Rising Star Award, sponsored by HIT Scotland. This new award recognises the achievements of passionate and enthusiastic individuals at the start of their careers in tourism and hospitality. 

Susan Morrison added: “We are incredibly proud of Annika and delighted that with the Rising Star award, she has the recognition that she deserves.

“From day one, she has been a joy to work with, an amazing colleague and addition to The Scotch Whisky Experience team. Inquisitive and creative, Annika epitomises our values and is a worthy Rising Star award winner!” 

Amanda Wrathall from the EICC, won the Tourism Individual of the Year award. This award celebrates individuals who act as ambassadors for change within the industry, showcasing a commitment to tourism as a force for good.  

The judges highlighted Amanda’s genuine love for her job and her industry and has a significant record of achievement.  

Amanda is an Edinburgh local with over 30 years of experience in the hospitality and events industry, starting her career as a banqueting waitress to her current role as Sales and Marketing Director at the Edinburgh International Conference Centre.

 On receiving the award, Amanda said: “To be recognised in this particular category is incredibly humbling. Tourism in Scotland thrives because of the multitude of talented and passionate people who choose to work in this brilliant sector.  

“Whilst individual recognition is gratifying, for me, this award is shaped and shared with the inspirational colleagues I have been fortunate enough to work with over the last 35 years.” 

VisitScotland Regional Director Neil Christison said: “Huge congratulations to all our regional winners for this incredible achievement.  

“It is fantastic to see such recognition for the region’s vibrant tourism offering, as well as the passionate and dedicated individuals who work within it.   

“I wish everyone the best of luck for the national final in November where they will be representing Edinburgh.”  

The Scottish Thistle Awards champion innovation, collaboration, and sustainable practices, in line with the ambitions of the national tourism strategy, Scotland Outlook 2030.      

Responsible tourism is at the heart of the Scottish Thistle Awards, supporting the aim for Scotland to be recognised globally as a leader in this field. Entrants to all categories must evidence how they have embraced best practice covering the four key areas of a low carbon economy, inclusivity, thriving communities and Scotland’s natural and cultural heritage.     

In addition to the Central and East Scotland Thistle Awards, VisitScotland delivers the West of Scotland Thistle Awards. The regional awards programme also includes the Highlands & Islands Thistle Awards (HITA), the Aberdeen City and Shire Thistle Awards (ACSTA) and the South of Scotland Thistle Awards.

This year’s national sponsors of the Scottish Thistle Awards include headline sponsor, Johnstons of Elgin, as well as Abbey UK, LNER, The Macallan Estate, STV, Jacobite Loch Ness Cruises, Historic Scotland, and Fishers. The Scottish Thistle Awards also includes a media partnership with News Scotland including The Times Scotland and the Scottish Sun.   

For a full list of shortlisted finalists, please visit: www.scottishthistleawards.co.uk 

PICTURES: Connor Mollison

Scotland launches refreshed National Events Strategy

SCOTLAND – THE PERFECT STAGE?

Scotland has launched its refreshed national events strategy designed to provide strategic focus for all involved in the planning, securing and delivery of events across Scotland. 

Scotland the Perfect Stage 2024-2035* aims to build on the event industry’s many achievements to date, as well as respond to the ongoing challenges faced by the sector.   It also focuses on a range of national priority outcomes and critical success factors for the sector as it looks towards the next ten years.  

An extensive consultation was undertaken across 2023 to shape the strategy. This involved an online consultation, a programme of industry engagement workshops delivered in partnership with Local Authorities across the country and a series of online webinars with additional stakeholder groups.  More than 300 organisations and individuals engaged and their responses informed the strategy’s key themes and priorities.   

Building on this approach, and in order to ensure a strong, shared ambition, the development and approval was a collaborative effort involving Scottish Government, VisitScotland’s Events Directorate, Scotland’s Event Industry Advisory Group (EIAG), Local Authorities, COSLA and Trade Union representatives. 

At the strategy’s core is the need to sustain and develop a dynamic, resilient, and responsible events sector that is recognised as a global leader and valued for its contribution to Scotland’s wellbeing economy.    

Delivery of the strategy’s vision is centred on three critical interconnecting focus areas: Developing Events, Developing the Industry and Developing Scotland.   

A range of aligned priority themes are also identified and form a key strategic focus.  These include: 

·         Inclusive & Responsible Events 

·         Investment and Support  

·         Measuring, Monitoring and Reporting Impact 

·         Portfolio Approach enabling a variety of events and a balanced programme 

·         Attracting, Retaining and Developing a diverse talent pool 

·         Quality Planning and Delivery 

·         Infrastructure and Services 

·         Reputation and Profile  

·         Visitor Economy  

A detailed action plan will be created, building on the set of suggested ‘next steps’ for each priority theme. The Event Industry Advisory Group (EIAG), together with partners, will help develop and oversee this action plan.  

Culture Secretary Angus Robertson said: “The launch of our refreshed national events strategy, Scotland the Perfect Stage 2024-2035 marks a significant milestone for Scotland’s events sector. 

“This strategy is a testament to our collaborative efforts and shared ambition, designed to build on our achievements and address the challenges ahead.  

“With a focus on inclusive and responsible events, investment and support, and a dynamic portfolio approach, we’re committed to developing a sustainable events industry that contributes to Scotland’s economy. The new strategy will ensure Scotland remains a global leader in the events industry.” 

Paul Bush OBE, Director of Events, VisitScotland said: “Since the development of the first national strategic approach to events in 2008, which was updated in 2015, Scotland has achieved an enviable global reputation as a major events powerhouse, hosting a scale and breadth of major international sporting championships, cultural festivals and much-loved regional events.

“Events are ideally placed to continue to deliver tangible results against a range of national priorities. They serve as catalysts for innovation, bring people together, and span a range of socio-economic impacts that propel society forward.    

“The impact of this consistent and sustained focus on developing Scotland’s events industry over the last twenty years has been transformative. The refreshed strategy not only emphasises the hugely valuable importance of the sector, but it sets out a shared ambition for the next decade which is critical for ensuring Scotland maintains its world-leading events destination status.”  

Peter Duthie, Chair of Scotland’s Event Industry Advisory Group (EIAG) said: “Scotland’s events industry is an established global leader, delivering world-class events and experiences that contribute vital social, economic and cultural value for Scotland. 

“The refreshed strategy provides the focus necessary to retain our global status as we look to the future.   It will require us all to work collaboratively, innovatively and responsibly with confidence, determination and purpose, whilst also recognising the part we each play in the continued success of our sector.  It also emphasises the need for continued support and investment to drive continued growth. 

“On behalf of the Advisory Group, I welcome this strategy as we continue to move forward producing an enviable portfolio of business, sporting, and cultural events.” 

scotlands-national-events-strategy-2024-2035-summaryDownload

Haste ye back!


Visitor voices vital part of promoting Scottish tourism, says new survey

Scotland’s reputation as a must-visit, must-return destination is growing according to new research by VisitScotland.

The Scotland Visitor Survey 2023, one of the biggest undertaken by the national tourism organisation*, found that 82% of visitors are likely to recommend Scotland to others, compared to 75% when the survey was last conducted in 2015/2016.

It also showed that more than three quarters (80%) of visitors said they are quite or very likely to come back to the country in the next five years.

With tourism worth an estimated £10.6bn to the economy, repeat visits and word of mouth recommendations have become vital for many businesses still recovering from challenges posed by the pandemic and the cost of living.

Recent figures show that international tourism in Scotland is recovering at a stronger rate than other UK nations and regions but visits from UK holidaymakers may have been impacted by the cost of living.

Typically conducted every three or four years, this is the first time the Scotland Visitor Survey has been undertaken since the pandemic**.

It aims to help understand why visitors take a holiday or short break in Scotland and how they rate their experiences when here.

From March to October 2023, visitors were surveyed both while in Scotland and when they returned home to help build a complete picture of their journey from start to finish.

As well as looking at the profile of visitors and their experiences, the first wave of results*** also focused on motivations and inspiration.

Other highlights include:

  • Scenery and landscape was the top reason visitors chose Scotland (70%), followed by history and culture (48%), outdoor activities (27%), visiting friends and family (22%) Scotland’s people (21%) and visiting attractions (19%).
  • Over half of visitors said personal recommendations were the most influential source of inspiration.
  • 71% of visitors rated their experience in Scotland as a 9 out of 10 or higher.
  • Almost 60% of long-haul visitors stated this was the best holiday they had ever taken.

Tourism Minister Richard Lochhead said: “It’s very heartening to see such a positive response, particularly given this is the first major survey of its kind undertaken since the pandemic.

“Repeat visits and word of mouth recommendations are vital to the sector, so it’s great to see that results are now even stronger than pre-pandemic figures, with over 80% of visitors sharing that they are likely to return to Scotland or would recommend a visit to others, and international tourism recovering at a stronger rate than the UK as whole.

“Scotland’s visitor sector is of huge importance to our economy, and these results showcase the strength, creativity and ingenuity of our tourism providers, who continue to offer a vast choice of unique events, attractions and experiences to visitors from all over the world. Scotland can be proud.”

Malcolm Roughead, VisitScotland Chief Executive, said: “This valuable research gives us an important benchmark for where Scotland’s tourism offering is, post pandemic, helping inform and drive our activities as an industry going forward.

“Knowing what our visitors think and what they want is crucial in ensuring Scotland is kept front of mind in a competitive marketplace.

“The strong support demonstrated in the survey is testament to the tireless work and dedication of those within our tourism and events industry, who on a daily basis help create unforgettable and unmissable holiday experiences.

“It is clear the voices of our visitors have a vital role to play in promoting Scotland as a must-visit, must-return destination. This in turn helps grow the economy, creating jobs, sustaining communities and attracting further investment in the future.”

To view the Scotland Visitor Survey 2023 visit: 

Scotland Visitor Survey – Domestic & International | VisitScotland.org

Shoring up travel

VisitScotland and DFDS unveil latest partnership marketing campaign to help encourage year-round travel

The beauty and benefits of a holiday in Scotland during autumn, winter and spring are being showcased to visitors from the Netherlands and Germany, as part of a new marketing partnership between VisitScotland and DFDS Seaways.

The new digital campaign aims to inspire potential visitors to Scotland by ferry, using DFDS Seaways routes connecting mainland Europe to the UK, by highlighting the unique sights and experiences on offer at this time of year.

Visitors travelling during the traditional off-season months can enjoy a stunning array of colours as the seasons change, clear dark skies and cosying up by the fireside after a long day exploring.

The campaign plays on a sense of adventure, appealing to those thinking of Scotland for a touring holiday with their car, motorbike or motorhome with the call to action to travel to Scotland with DFDS on their Amsterdam to Newcastle service.

Inspirational videos have been running across social media platforms Pinterest, Facebook, Instagram since the end of August. The campaign is taking advantage of automated technology media buying platforms Quantcast and Dentsu Programmatic to target and reach potential consumers more effectively with relevant online display advertising. The aim is to ensure Scotland and DFDS are front of mind with those booking a last-minute trip in 2023 and those thinking ahead to spring 2024.

The campaign has included regional imagery from across Scotland, including the South of Scotland, Edinburgh & the Lothians, Aberdeenshire, Arran, and Loch Lomond & the Trossachs, based on insights that show German and Dutch visitors like to tour far and wide when they travel to Scotland.

The initial campaign came to an end on 22 October. It will be followed up by two additional campaigns, delivered in partnership with Visit East Lothian and the South of Scotland Destination Alliance that will run until November.

These smaller campaigns will take advantage of the warmed-up audience to drive further regional spread off the earlier activity.

This latest activity continues a decade-long partnership with DFDS Seaways and aims to build on the success of previous joint campaigns to help support the continued and responsible recovery of the industry.

In 2022, Scotland welcomed 236,000 German visitors, who generated £171m tourism spend that year, as well as 212,000 Dutch visitors who generated £135m spend that year.

VisitScotland Director of Marketing & Digital Vicki Miller said: “Last year record numbers of international visitors chose the October to December period to travel to Scotland, so we know the appetite for our lochs, glens and historic landmarks is strong right across the year.

“Partnership working is at the heart of what we do and our collaboration with DFDS Seaways will help drive international tourism from these key European markets.

“Our marketing aims to connect with visitors, drawing on their emotions and showing them what a visit to Scotland’s diverse regions can feel like year-round. We want all destinations to benefit from tourism and this is reflected in our marketing activity promoting responsible travel in Scotland, including practical information and advice to visitors travelling by caravan and motorhome.”

“International visitors are absolutely key to bringing in revenue for businesses during the remainder of 2023 and into 2024, helping to build on the shoots of recovery in tourism and events, one of Scotland’s most valuable industries.”

Philipp Päper, DFDS Seaways Head of Route Marketing North Sea said: “Our partnership with VisitScotland is a perfect match thanks to DFDS’ presence in the Netherlands and Germany, and VisitScotland’s expertise on Scotland’s beautiful destinations.

“The Amsterdam-Newcastle route provides continental travellers the ideal way to get to their Scottish travel destinations stress-free year-round. Passengers are set to benefit greatly from our partnership campaign, as welcoming them to our DFDS ferries means that they can start their holiday the moment they step aboard.

“They can count on a best-in-class service, with a variety of restaurants, entertainment options and even Duty Free shopping onboard”

David Hope-Jones OBE, Chief Executive of the South of Scotland Destination Alliance (SSDA), said: “The South of Scotland is an unmissable destination 365 days a year and we’re really eager to get the word out about how much there is to see, do and experience in the Scottish Borders and Dumfries and Galloway in every season.

“The SSDA is delighted to be working with VisitScotland and DFDS Seaways on this collaboration to highlight our incredible region to overseas visitors and show them that Scotland really does start here.”

Elaine Carmichael, on behalf of Visit East Lothian said: “East Lothian is ideally placed for visitors arriving by DFDS Seaways to the North of England and, as well as being a base for holidays, makes the ideal start or end point for their trip to Scotland.

” This campaign sits well with our key markets, and we know from attending trade shows and our work with the travel trade industry that there is a real appetite from German and Dutch visitors for all that East Lothian has to offer.

“We are delighted to be taking part in this initiative in partnership with VisitScotland and the South of Scotland Destination Alliance to showcase our regions and bring benefits to our businesses over the autumn and winter months.”

The adverts drive traffic to custom in-language landing pages on:

www.visitscotland.com

For advice on responsible travel, visit:

www.visitscotland.com/travel-planning/responsible-tourism

Regional shortlist unveiled for Scottish Thistle Awards  

THE regional shortlist for Scotland’s premier tourism and events industry awards has been announced. 

The Scottish Thistle Awards, with headline sponsor Johnstons of Elgin, celebrate the very best of the tourism and events industry, which is worth £11.5 billion to the Scottish economy. 

42 tourism businesses, events and individuals are in the running to receive the prestigious award, as the shortlist for the regional finals is revealed. 

Camera Obscura & the World of Illusions is among the businesses shortlisted in the Central and East Scotland Thistle Awards. It is shortlisted in the Best Visitor Attraction category, sponsored by The Scottish Sun, alongside Edinburgh Zoo.  

The attraction is also in the running for the Inclusive Tourism category sponsored by Historic Environment Scotland, celebrating a business that has a developed an outstanding welcome for all customers and provides accessible facilities which can enjoyed by all customers. 

Camera Obscura & the World of Illusions is also shortlisted in the Innovation in Tourism category, which celebrates those driving forward positive chance and creatively adapting to consumer behaviour, alongside Glenkinchie Distillery in East Lothian.  

East Lothian Cottages in Haddington and Edinburgh Science are both in the running for the Climate Action Award category, sponsored by the Times, which celebrates businesses, events and destinations that have demonstrable progress on their journey to Net Zero.  

And Foxlake Adventures in Dunbar, A Wee Pedal in Edinburgh and Ocean Vertical in Dunbar are shortlisted in the Best Outdoor or Adventure Experience category.  

The Original Rossyln Inn in Midlothian is shortlisted in the Best Bar or Pub category, alongside Cocktail Mafia in Edinburgh. Drift in North Berwick is shortlisted in the Best Eating Experience category and Whitekirk Hill, also in North Berwick, in the Best Self Catering Experience category. 

Fraser MacDonald from Preston Mill, National Trust for Scotland, East Linton,  Katie Scott, Real Mary King’s Close, Edinburgh and Andy Cuthbertson, New Lanark Trust, Lanark are shortlisted in the Tourism Individual of the Year  category. 

The Scottish Thistle Awards are delivered by VisitScotland in partnership with regional awards programmes.

The five different regional award ceremonies will take place in September, October and November before the regional winners go through to battle it out for a national accolade at the National Final in December.  

The awards champion innovation, collaboration and sustainable practices, in line with the ambitions of the national tourism strategy, Outlook 2030.   

Responsible tourism is at the heart of the Scottish Thistle Awards, supporting the aim for Scotland to be recognised globally as a leader in this field.   

Every entry was required to provide clear evidence on how their business addresses responsible tourism, with new categories such as the Celebrating Thriving Communities Award, Inclusive Tourism Award and Climate Action Award introduced this year.  

There are 14 regional categories and 3 national-only categories. 

2023 saw more than 600 entries submitted, including almost 1200 nominations from members of the public keen to give hotels, restaurants, B&Bs, visitor attractions and individuals the opportunity to earn the recognition they deserve in the part they play in making Scotland such a fantastic place to visit.   

Steven Walker, Chair of the Scottish Thistle Awards industry panel, said: “The Scottish Thistle Awards mark an important celebration of the best in our industry.

“They showcase the vest best of Scotland’s tourism and events sector, helping to ensure that tourism, and the individuals who work in the industry, are recognised for the positive impact they bring to the country and our communities.  

“Every one of the shortlisted regional finalists is supporting our ambition to make Scotland a better place for people to live and visit. On behalf of the panel, I would like to congratulate all regional finalists and wish each and every one of them the very best of luck at the regional finals and beyond.”  

VisitScotland Regional Director Neil Christison said: “It is fantastic to see such a strong representation from Edinburgh and the Lothians in the regional finals of the Scottish Thistle Awards.  

“These entries show the strength and depth of the tourism offer in the city and surrounding area, from quality visitor attractions and experiences to examples of collaboration and innovation, and much more! I wish all those shortlisted the very best of luck at the West of Scotland Thistle Awards.” 

For almost 30 years, the Scottish Thistle Awards have helped shine a spotlight on individual businesses, people and partnerships working.  

After a two-year break due to the COVID-19 pandemic, they returned with a bang last year, culminating in the crowning of 17 winners at the National Final in February 2023.    

This year, they also include a media partnership with News Scotland.  

In addition to the Central and East Thistle Awards, VisitScotland delivers the West of Scotland Thistle Awards. The regional awards programme also includes the Highlands & Islands Thistle Awards (HITA), the Aberdeen City and Shire Thistle Awards (ACSTA) and, for the first time this year, the South of Scotland Thistle Awards. This year’s sponsors of the Scottish Thistle Awards include headline sponsor, Johnstons of Elgin, and Fishers, The Macallan Estate, STV and Abbey UK.  

Regional finals will take place in different locations around Scotland. 

  • The Central & East Thistle Awards will take place at the Sheraton Grand in Edinburgh on 21 September 2023. 
  • The Aberdeen City and Shire Regional Final, organised by Aberdeen City and Shire Tourism Awards, will take place at the Chester Hotel, Aberdeen, on 22 September.   
  • The West of Scotland Thistle Awards will take place at the Radisson Blu in Glasgow on 28 September 2023. 
  • The South of Scotland Thistle Awards, organised by the South of Scotland Destination Alliance and supported by South of Scotland Enterprise, will take place at The Cairndale Hotel in Dumfries on 5 October 2023.  
  • The Highlands and Islands Thistle Awards, organised by the Highlands and Islands Tourism Awards, will take place at the The Drumossie Hotel in Inverness on 10 November 2023.  

The full 14 regional categories are:  

  • Best B&B or Guest House Experience, sponsored by Abbey UK  
  • Best Bar or Pub 
  • Best Eating Experience 
  • Best Hotel Experience, sponsored by Fishers 
  • Best Outdoor or Adventure Experience 
  • Best Self-Catering Accommodation Experience 
  • Best Visitor Attraction, sponsored by The Scottish Sun  
  • Celebrating Thriving Communities Award  
  • Outstanding Cultural Event or Festival 
  • Inclusive Tourism Award sponsored by Historic Environment Scotland 
  • Climate Action Award, sponsored by The Times Scotland 
  • Innovation in Tourism 
  • Tourism & Hospitality Employer of the Year 
  • Tourism Individual of the Year  

The three national only categories are Outstanding Sporting Event, Best Business Event and Best Luxury Experience. 

Themed Year proves a real success story 

VisitScotland reveals Year of Stories 2022 highlights for Edinburgh and the Lothians

A new report has highlighted how Edinburgh and the Lothians helped contribute to the success of Year of Stories 2022.

Collated by VisitScotland, the evaluation report which features independent research and partner feedback, shows the Themed Year delivered significant benefits to Scotland and its communities.*

Highlights included:

  • A total of 354 funded and partner events across all 32 local authority areas including 47 funded and 31 partner events in Edinburgh and the Lothians.
  • Greater collaboration across the tourism, events and related sectors was evidenced with hundreds of industry partners participating and a wide range of innovative partnership projects and campaigns inspired by the year.
  • Scots and Gaelic showcased by 42% of funded events.
  • Vast promotional reach was achieved including 4 million views of the Year of Stories promotional videos, 2,760 pieces of media coverage and marketing campaigns reaching people 148m times.

A central strand of activity was the creation of a diverse events programme. The funded events programmes, with support from Museums Galleries Scotland and National Lottery Heritage Fund, invested a total of £1.33 million in the sector, shining a spotlight on well-loved and brand new stories alike. The widest range of organisations from national companies to community groups participated.

Funded events included Edinburgh International Book Festival which this year ran a special Year of Stories programming strand called Scotland’s Stories Now.

Similarly, Figures of Speech a partnership between Scottish Storytelling Centre (SSC) and Edinburgh UNESCO City of Literature Trust, created six events across two seasons bringing writers and artists together to explore Scottish literature through cross-arts presentations and new commissions.

In addition, a brand new event in 2022 was Of Scotland’s Soils and Soul developed by the Royal Botanic Garden Edinburgh. Held across four Botanic Garden sites including Edinburgh, the event offered visitors four bespoke trails showcasing stories of and about Scotland that related to the land, plants and nature.

Local communities took to the spotlight with the support of the innovative Community Stories Programme, a partnership between VisitScotland and Museums Galleries Scotland with support from National Lottery Heritage Fund and Scottish Government.

This programme provided opportunities for communities to come together, tell the stories that matter to them and develop skills, opportunities and partnerships.

Events in Edinburgh and the Lothians included: A happy Nameste (greetings to you) (Dance Ihayami); A Poetry Feast of Mythical Beasts (Push the Boat Out Ltd); BE United Presents (BE United); Family Encounters – New Stories Strand (Imaginate); John Muir’s Stories of Survival (East Lothian Council); Listening to Linlithgow – The People’s Stories (Linlithgow Heritage Trust); Object of my desire (West Lothian Council); OMOS Workshops and Storytelling Cabaret (Icky Arts CIC (Pollyanna)); Oor Toon (Penicuik Community Arts Association); Pavementology – the story of Street Events at the Fringe (Edinburgh Festival Fringe Society); Preserving and Celebrating Edinburgh’s Deaf Heritage (Deaf Action); Stories of the Bathgate Hills: A Celebrations of the Voices of People and Place (Bathgate Hills Venture SCIO); The Calder Witch Hunt (West Lothian Council); The Phone Box – East Linton voices shared down the line (Catherine Wheels Theatre Company); and Voices from a New Town (Craigsfarm Community Development Project Ltd).

As well as an extensive events programme, the Year of Stories 2022 offered opportunities for the wider tourism industry and related sectors to share their own stories, with multiple examples of businesses and organisations collaborating to create new content, campaigns and activities for communities and visitors.

Locally, Edinburgh-based Mercat Tours used the Themed Years to launch a social impact project to support vulnerable people in Edinburgh through storytelling. The Our Stories, Your City project raised funds to allow members of the Grassmarket Community Project the chance to experience a tour and attraction visit free of charge.

Meanwhile The Real Mary King’s Close partnered with Edinburgh Gin to create ‘Stories & Wonders’ gin tasting tours offering visitors the chance to sample four unique gins with historical links to the city..

As part of the Year of Stories, the Scotch Whisky Experience highlighted a different story each week about one of the bottles in their whisky collection. Year of Stories was also a good match for their Tasting Tales events, which include stories about Scotch, the distilleries and the Scottish food to which they match the whiskies.

Finally, in November 2022, Rosslyn Chapel launched an initiative which asked visitors from around the world to share a story about the attraction. The chapel, which was founded in 1446, has featured in a number of stories, most notably Dan Brown’s novel, The Da Vinci Code, but it has attracted visitors for generations, many of whom have recorded their stories in travel journals.

Neil Christison, VisitScotland Regional Director said: “Themed Years provide an opportunity for collaboration and partnership across tourism, events and wider sectors, using Scotland’s strengths to attract domestic and international visitors and grow the visitor economy.

“The findings of this evaluation show that the Year of Stories really engaged communities right across the Capital, Mid, East and West Lothian. While the year may have ended, the story is far from over. Our hope is that businesses and events continue sharing their stories and visitors continue to be inspired by the places, people and cultures associated with them.”

Culture Minister Christina McKelvie said: “I am delighted that Scotland’s Year of Stories 2022 has had such a positive and lasting impact in so many communities across Scotland.

“As a result of partnership working, the fantastic range of events on offer inspired people to create and share their own incredible stories, traditions and journeys.

“The high level of engagement with this themed year will leave a lasting legacy as we continue to tell each other stories about who we are and where we live.”

Lucy Casot, CEO of Museums Galleries Scotland said: “The Year of Stories Community Stories Fund created a powerful opportunity to support a wide range of people to take part in the themed year and we are proud to have delivered this in partnership with VisitScotland, with support from National Lottery Heritage Fund and the Scottish Government.

“The fund supported creativity with new and old stories brought to life allowing locals and visitors to experience a wide diversity of voices.

“The evaluation clearly demonstrates the positive impact participation had on the groups who held events and the communities across the country who came together to enjoy them. To know that this year’s programme increased awareness of and appreciation for Scotland’s stories and has inspired future visits is a remarkable achievement by all those involved.”

Caroline Clark, The National Lottery Heritage Fund Director for Scotland, said: “The impact of Year of Stories was writ large across Scotland last year. People throughout the country really got behind it, a fact confirmed by this report.

“The diversity of stories and how they were shared was a particular feature of the Year of Stories due to the Community Stories Programme, which was supported through funding from National Lottery players. It really engaged with the imagination of individuals, communities and groups, allowing them to share their stories, their way – stories of Scotland’s people, places and cultures.”

The Themed Years model provides a shared platform for many organisations to come together and multiply their impact by working together, inspired by the same theme and utilising common branding and tools. Scoping for options and approaches for a possible 2025 Themed Year is now underway with more details to be released towards the end of 2023.

The Year of Stories Evaluation Report can be viewed here

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