Tartan Army Impact On Scotland’s Tourism: How Euro 2024 Boosted German Visits To Scotland

Published on September 14, 2025

Scotland’s nationalist shot squad competed successful nan UEFA Euro 2024 title successful Germany during nan summertime of 2024. The Tartan Army, Scotland’s fervent supporters, near a lasting belief connected and disconnected nan section contempt nan team’s nonaccomplishment to advancement past nan group stages. The German nationalist were everlastingly changed by nan Scottish supporters’ fervour, deference, and upbeat demeanour, which were wide commended. An unanticipated but much-needed consequence of this lively objection of Scottish pridefulness and unity was a noticeable emergence successful German recreation to Scotland successful nan months aft nan competition.

Travel and taste speech accrued arsenic a consequence of nan Tartan Army’s position arsenic Scotland’s “fantastic ambassadors”, which accrued German liking successful visiting nan nation. This article examines really Scotland’s tourism manufacture grew arsenic a consequence of their information successful Euro 2024 and their strategical trading initiatives.

The Tartan Army’s Influence and Positive Impact

Around 200,000 Scottish fans made their measurement to Germany to support their nationalist squad during nan Euro 2024 tournament. While nan team’s capacity whitethorn not person secured a spot successful nan later rounds, it was nan Tartan Army who garnered important attraction for their affirmative and respectful behaviour. Their infectious energy, enthusiasm, and support for their squad were wide praised successful nan media, pinch galore observers calling them nan champion supporters of nan tournament. German media outlets, including RTL, moreover voted nan Tartan Army arsenic nan “best supporters” astatine Euro 2024, reinforcing their estimation arsenic immoderate of nan astir well-mannered and friends fans successful world sports.

This glowing media sum of nan Tartan Army undoubtedly had an effect connected really Germany viewed Scotland. The fans’ good-natured beingness and nan vulnerability they received brought Scotland’s culture, hospitality, and unsocial offerings into sharper attraction for nan German public.

Surge successful German Visitors to Scotland

In nan aftermath of Euro 2024, Scotland witnessed an awesome emergence successful German visitors. According to VisitScotland, nan nationalist tourism agency, Germany became 1 of Scotland’s astir important world markets, ranking 2nd successful visitant numbers aft nan United States. The full number of German visitors visiting Scotland reached 508,000 successful 2024, representing a important summation successful nan number of visitors compared to erstwhile years. This influx of German visitors resulted successful a full spending of £360 million, which helped stimulate nan Scottish economy.

The astir striking summation occurred betwixt July and September 2024, erstwhile 209,000 German visitors visited Scotland. This fig was a singular 57% higher than nan 133,000 German visitors recorded during nan aforesaid play successful 2023. More notably, nan last 4th of 2024, from October to December, saw nan astir important spike successful German tourism, pinch 131,000 German visitors, compared to conscionable 50,000 nan erstwhile year. This play of maturation was undoubtedly influenced by nan lukewarm reception Scottish fans received successful Germany, which helped elevate Scotland’s position arsenic an charismatic destination.

Enhanced Perception of Scotland successful Germany

The Tartan Army’s bully behaviour astatine Euro 2024 played a cardinal domiciled successful shifting nan cognition of Scotland among nan German public. According to nan Anholt Nation Brands Index (NBI) study for 2024, nan Tartan Army’s affirmative power had far-reaching effects. German nationals classed Scotland 2nd successful position of countries wherever they would for illustration to person a personification from arsenic a adjacent friend. Additionally, Scotland was classed 5th for having “welcoming people” – a nonstop reflection of nan kindness and openness shown by nan Tartan Army during their clip successful Germany. This boost successful cognition contributed to a increasing desire among Germans to sojourn Scotland, not conscionable to acquisition its stunning landscapes and rich | history but to immerse themselves successful its renowned hospitality.

Strategic Marketing and Promotion by VisitScotland

Capitalising connected nan momentum generated by Euro 2024 and nan Tartan Army’s world exposure, VisitScotland quickly implemented targeted trading campaigns to promote further visits. In collaboration pinch recreation hunt motor Skyscanner, VisitScotland promoted Scottish destinations to German tourists. This business proved highly effective, resulting successful a 19% summation successful searches for Scottish destinations from Germany betwixt August and September 2024.

Additionally, tourism businesses passim Scotland benefitted from this accrued interest. Hotels, restaurants, and circuit operators crossed nan state reported a marked emergence successful German bookings. The Crerar Hotel Group, for example, noted an summation successful German visitors during nan summertime and autumn months, while Diageo’s distillery tours saw an uptick successful German visitors keen to research nan bequest of Scotland’s world-famous whisky industry.

This boost successful German tourism was besides linked to broader trends successful Scotland’s tourism sector, which saw important betterment pursuing nan disruptions caused by nan COVID-19 pandemic. The European market, peculiarly Germany, played a captious domiciled successful this recovery, contributing to a grounds twelvemonth for world tourism successful 2024.

Broader Impact connected Scottish Tourism

The ripple effect of nan Tartan Army’s power was not constricted to nan contiguous summation successful German visitors. In 2024, Scotland recorded a full of 4.4 cardinal world trips, pinch visitors staying an awesome 30.8 cardinal nights. This surge successful visitation brought £3.9 cardinal into Scotland’s tourism sector, representing a 10% summation successful nan number of world visits and a 7% emergence successful spending compared to 2023. The German marketplace played a cardinal domiciled successful this growth, not only bringing accrued numbers of visitors but besides contributing importantly to nan spending figures.

The broader effect of nan Tartan Army’s domiciled successful Euro 2024 highlights really sports and tourism tin intersect successful unexpected and powerful ways. A ample portion of Scotland’s occurrence successful attracting world visitors lies successful its expertise to create a welcoming situation that appeals to visitors from different cultures. The goodwill generated by nan Tartan Army’s behaviour during Euro 2024 continues to resonate pinch German tourists, who are now much eager than ever to research Scotland’s stunning landscapes, historical sites, and rich | taste offerings.

Conclusion

Scotland and Germany’s narration has changed importantly arsenic a consequence of nan Tartan Army’s engagement successful Euro 2024, which has fostered a tone of taste speech that has benefited some countries. Even though nan shot title is over, Scotland’s tourism assemblage will proceed to beryllium impacted by nan Tartan Army’s bequest and clever trading strategies.

It is anticipated that nan number of German visitors will summation complete nan ensuing years, aiding successful nan wide betterment and maturation of Scotland’s tourism industry. The Tartan Army’s position arsenic Scotland’s “fantastic ambassadors” will surely proceed to promote German visitors to sojourn nan country, making it 1 of nan astir celebrated European recreation destinations for German citizens.

[Image Source: BBC]