Scotland's Themed Years programme started with Homecoming Scotland 2009. This unique concept was one of Scotland's largest collaborative tourism and events initiatives at the time.
The year-long celebration brought a lot of extra visitors, money, and positive media attention to Scotland, along with a range of cultural, social, and community benefits.
One of the stand out aspects of the first Themed Year was how it brought together different organisations from across Scotland and abroad.
Promoting Scotland in collaboration, these organisations all used the same brand and messaging. This made their collective efforts more impactful and effective. Facilitating effective collaboration was the core approach that underpinned all subsequent Themed Years.
The Themed Years programme ran from 2009-2022. Whilst there are no current plans for future Themed Years, we continue to work collaboratively to take forward partnership opportunities.
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.
Themed Years provided opportunities for a wide range of partners across tourism, events and related sectors to engage in a national initiative. This engagement was either via participation in the Events programme or via other forms of industry engagement.
Themed Years provided a platform to promote businesses, products, and experiences.
Industry could take advantage of joining the conversation and reaching new audiences on social media using the Themed Year campaign hashtags. Alternatively, some partners created new content or campaigns to share their unique story with visitors.
Being part of a national campaign like Themed Years provided a great way to engage with communities and visitors and benefit from increased exposure.
Every theme had the potential to relate to all parts of Scotland, so everyone had the opportunity to participate and promote their own unique offerings.
For each Themed Year, a marketing toolkit was created. This included a range of resources such as logos, top tips, and free-to-use images. These helped businesses and organisations take part in the Themed Year and get creative with their marketing efforts.
The creation of an exciting and engaging events programme was central to the Themed Year approach.
Events animated and showcased what the country had to offer and encouraged participation and celebration. They raised awareness of the theme and provided important engagement and media moments through the year.
Each Themed Year offered at least one events funding programme and a partner events programme that was free to access. Signing up to the partner events programme offered a range of promotional benefits.
There are currently no plans for future Themed Years. We continue to work collaboratively to take forward partnership opportunities.
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.
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.
Published May 2023
Read the executive summary of YCW2021.
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.
Published October 2019
Learn all about co-designing an events programme with young people.
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.
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.
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.
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: