1. How your business can benefit from Themed Years
You can engage with a Themed Year either via the Events programme or via other forms of industry engagement.
Celebrate the best of Scotland and its people
Themed Years take place regularly, with a programme of events and activity throughout each celebratory year. There are lots of opportunities to get involved, whether you are a visitor, a business, or an organisation.
Starting with Homecoming Scotland 2009, this unique concept was one of Scotland's largest collaborative tourism and events initiatives at the time. It brought in a lot of extra money and positive media attention for Scotland, along with other benefits.
The most important aspect was how it brought together different organisations from Scotland and abroad. Promoting Scotland in the same way, these organisations all used the same brand and messaging. This made their efforts more effective.
To date, there have been 12 Themed Years.
Headline results of Year of Stories 2022
Promotion
2,760 pieces of coverage reaching people an estimated 5.6 billion times in print and online.
Celebration
354 funded and partner events across all 32 local authorities.
Participation
1.4 million attendances at 201 Year of Stories funded events.
Collaboration
Hundreds of communities and organisations shared their diverse stories.
Industry engagement
Themed Years are a great way to promote your business, product, and experiences. You can join the conversation and reach new audiences on social media using the Themed Year campaign hashtags. Or you can create new content or campaigns to share your unique story with visitors.
Being part of a national campaign like Themed Years offers a great way to engage with visitors and benefit from increased exposure. Every Themed Year must relate to all parts of Scotland so everyone can see themselves in the theme and promote their own unique offerings.
For each Themed Year, a marketing toolkit is created. This includes a range of resources such as logos, top tips, and free-to-use images. These help businesses and organisations take part in the Themed Year and get creative with their marketing efforts.
Events programme
The creation of an exciting and engaging events programme is central to the Themed Year approach. Events animate and showcase what the country has to offer, and encourage participation and celebration. They raise awareness of the theme and provide important media moments through the year.
Each Themed Year offers at least one events funding programme and a partner events programme that's free to access. Signing up to the partner events programme offers a range of promotional benefits.
Themed Years take place on a regular basis but not every year. Scoping for options and approaches for a possible 2025 Themed Year is currently underway.
Enquire about future Themed Years opportunities and funding2. Our previous Themed Years
-
Year of Stories 2022
Year of Stories shone a spotlight on the wealth of stories inspired by, written, or created in Scotland. From icons of literature to local tales, the year encouraged locals and visitors to experience a diversity of voices and take part in events.
It encouraged people to explore the places, people and cultures connected to all forms of our stories, past and present.
Year of Coasts and Waters 20/21
In 2020 and 2021, the Year of Coasts and Waters promoted opportunities to experience and enjoy Scotland’s coasts and waters. The year also encouraged responsible engagement and participation.
View our Year of Coasts and Waters 20/21 short film on youtube.com.
Year of Coasts and Waters Executive Summary
Published May 2023
Read the executive summary of YCW2021.
Year of Young People 2018
2018 was designated the Year of Young People, celebrating their achievements. It also valued their contributions to communities. It created new opportunities for them to shine locally, nationally and on the international stage.
Year of Young People 2018 report
Published October 2019
Learn all about co-designing an events programme with young people.
Year of History, Heritage and Archaeology 2017
2017 celebrated Scotland’s people, traditions, culture, landscapes, attractions, icons and hidden gems. There were a wealth of opportunities to explore Scotland’s past through a range of cultural and creative events and activities.
View our Year of History, Heritage and Archaeology video on youtube.com.
Year of Innovation, Architecture and Design 2016
2016 showcased awe-inspiring innovation, breathtaking architecture and brave, bold designs. It did this through experiences and events ranging from pop-up design exhibitions to a Tiny Homes village.
Other events included a Renaissance fashion shows and architecture and design festivals.
Watch our Year of Innovation, Architecture and Design video on youtube.com.
Year of Food and Drink 2015
2015 promoted Scotland’s natural larder and quality produce to both locals and visitors. The year aimed to increase and promote Scottish produce across the tourism sector. It sought toenhance Scotland’s global reputation as a Land of Food and Drink.
Homecoming Scotland 2014
2014 was the Year of Homecoming. It was an unforgettable year in which Scotland welcomed the world to take part in a unique celebration of all that the country has to offer.
There were more than 1,000 fantastic events across the country. 2014 showcased the very best of Scottish arts, culture, food & drink, nature, activities, history, ancestry and much more.
Themed Years from 2009 to 2013 were:
- Year of Natural Scotland 2013
- Year of Creative Scotland 2012
- Year of Active Scotland 2011
- Year of Food and Drink 2010
- Year of Homecoming Scotland 2009