While Scotland EURO 2024 journey may have come to an end, the nation itself has attracted a new fan base, in the form of German holiday goers.
Our latest insights revealed that traffic from Germany to visitscotland.com almost doubled during Scotland’s tournament dates (13 – 23 June 2024).
Friday 14 June, the day of Scotland’s opening game against hosts Germany, saw the highest number of German users of the year so far. This increase in interest is seen as an encouraging sign.
83%
more views by German visitors in the same period (13-23 June) last year
Most views
by German users of visitscotland.com happened on the day of the Scotland-Germany match
343,000
visits to Scotland by people from Germany in 2023
£247 million
spent by German visitors in 2023
Source: VisitScotland
An estimated 200,000 Scottish football fans are believed to have travelled to the Germany to support the national team. Images of the Tartan Army enjoying their first away tournament since 1998 have attracted global media coverage.
Just this weekend, Scotland fans were voted best supporters by German news channel RTL. Meanwhile, SFA Chief Executive Ian Maxwell praised fans for the positive image of Scotland they have shared around the world.
Read more about Ian Maxwell's statement on the national.scot.
While Scotland may now be out of the tournament, we hope to see EURO 2024 effect continue with interest in Scotland transferring off pitch too.
We're currently running a series of adverts across three German cities. These promote Scotland as the perfect getaway for locals looking to substitute the football drama with dramatic scenery.
The mobile digital adverts will run until the final (14 July). They're expected to be seen by up to two million people over the course of the tournament.
We couldn’t agree more that the Tartan Army have not just been a great support to our national team, but also fantastic ambassadors for Scotland.
It’s been incredible to see the scenes of Scotland fans displaying that famous Scottish welcome and earning such praise from the German supporters.
We’ll continue to build on this interest through our marketing activity which includes our most recent campaign targeting key cities in the west of Germany which have strong visitor demand and connectivity to Scotland.
