Tartan Week 2025

Engaging with the North American market

New York City (NYC) Tartan Week was once again an important platform to promote Scotland – and we maximised its potential. 

The annual celebration of Scottish American heritage allows us to engage with one of our largest international markets. 

The week, which included the New York City Tartan Day Parade led by Grand Marshal, Scottish actor Alan Cumming, saw us increase awareness of Scotland in the North American market by building relationships with key tour operators and airlines. As well as engaging with potential holidaymakers, and diaspora organisations, such as the American Scottish Foundation and New York Caledonia Club. 

The US market is one of Scotland’s top international inbound markets. American visitors accounted for 20% of all overseas trips (794,000) to Scotland and 34% of all overseas spend (£1.2 billion) in Scotland in 2023.   

Our most recent statistics show that between January and June last year there were 459,000 trips taken by Americans – a 46% rise on 2023 and the largest growth in international visits from any inbound market – and £560 million of visitor spend – a 26% increase on 2023.  

International visitors are important for Scotland’s visitor economy as they tend to stay longer and spend more, supporting businesses and communities across the country.

Performers from The Royal Edinburgh Military Tattoo in front of Scotland’s Snack Shack. Credit VisitScotland / Andrew Kelly.

Some of this year’s Tartan Week activities included: 

• Treating New Yorkers to the delights of Scotland’s food and drink at Scotland’s Snack Shack. Chef Clare Coghill, owner of Café Cùil on the Isle of Skye served a flavour of Scottish cuisine from a dedicated pop-up stall near Madison Park. Those who attended could scan a "Highland Coo-R" code for more information on planning a trip to Scotland with travel itineraries, suggestions, and advice. 

• Madison Square Park came alive with a traditional ceilidh fitness class led by Mickela Mallozzi, the Emmy-winning host of broadcaster PBS’s Bare Feet with Mickela Mallozzi, and performers from The Royal Edinburgh Military Tattoo. 

• In-person meetings with VisitBritain and key airline partners, Air Canada, Air Transat, Air Canada Vacations, in Montreal and Toronto prior to attending Tartan Week. 

• A series of training sessions held in partnership with Glasgow Life, CIE Tours, one of the largest US escorted group tour operators, to raise awareness of Scotland as a responsible and meaningful travel destination. 

• Influencer partnerships with Brand Scotland to promote and showcase Scotland's Snack Shack and Scotland's Spring Fling in the Park which reached 100,000 social media users. 

• A breakfast with members of the well-connected diaspora community in NYC, including VisitScotland Chairman Stephen Leckie and Royal Edinburgh Military Tattoo Director of Operations Martyn Wilson. 

• Destination training with Brendan Vacations, a US based luxury tour operator (part of The Travel Corporation global portfolio), and JetBlue, which highlighted their new direct routes to Scotland. 

• TV package with NBC New York Live, with interviews from Gary Innes (Scotland's Hoolie in New York) and Jill Walker (VisitScotland) which reached almost two million viewers.

Chef Clare Coghill, owner of Café Cùil served a flavour of Scottish cuisine from Scotland’s Snack Shack. Credit VisitScotland / Andrew Kelly.