Tartan Army fuels surge in German tourism to Scotland

Tourism in Scotland has seen a noticeable increase in German visitors following the memorable experiences shared between Scottish fans and locals during the 2020 UEFA European Championship held in Germany. In the summer of 2021, around 200,000 fans from Scotland traveled to Germany to cheer on their national team, which provided ample opportunities for interaction and cultural exchange. Although the Scottish team did not progress beyond the group stage, the camaraderie built between fans and locals in cities such as Munich, Cologne, and Stuttgart was significant, leaving lasting impressions that have now translated into increased travel interest. Travel companies and tourism experts are reporting evidence of this newfound interest in Scotland as a travel destination. Notably, the number of Germans visiting Edinburgh increased by 156% compared to the previous year, indicating a strong desire among Germans to explore Scotland. Additionally, data shows that search inquiries for Scotland as a holiday destination surged by 57% during the tournament, especially highlighting the moments shared during this two-week period filled with celebrations. Local businesses and hospitality sectors have benefitted from this influx of interest. Reports indicate a significant rise in the number of Germans engaging in tours of Scotland, with the figure rising from 3,000 the previous year to around 5,000 this year. This increase is likely motivated by the friendships formed during the European Championship, reflecting how social interactions can impact tourism positively. The testimony of both Scottish fans and German locals emphasizes the bonds formed during the tournament. One fan, Craig Ferguson, who gained notoriety for walking from Glasgow to Munich in his kilt, has received messages from Germans expressing a desire to visit Scotland based on their interactions over the summer. Furthermore, locals like Martina Spiech from Cologne found such joy in their engagement with the Scottish fans that they have expressed a keen interest in visiting Scotland, showing that the friendships created during the tournament have the potential to have a lasting impact on future tourism.