The Winning Years


The opportunities for Scottish tourism


Mike Cantlay, VisitScotland’s Chairman is driving a new corporate campaign - ‘The Winning Years.’ This is an opportunity for tourism businesses to maximise their promotional activity by focusing in on major events happening over the next few years.


The campaign is designed to:

  • Encourage enthusiasm, support and investment in tourism in Scotland
  • Ensure tourism businesses benefit from the opportunities ahead over the next three-year period (from 2012-2014)
  • Highlight the eight fantastic events and encourage everyone to get behind them

The eight events that form part of The Winning Years are:


2012 2013 2014
Year of Creative Scotland Year of Natural Scotland Year of Homecoming Scotland 2014
Brave (the new Disney Pixar movie)   The 2014 Ryder Cup
London 2012 Olympics   Glasgow 2014 Commonwealth Games
Queen's Diamond Jubilee    


The Ryder Cup


In 2014 Scotland will play host the world’s biggest golf event, the Ryder Cup.

As part of our commitment to ensuring we make the most of the opportunities offered by the event, and that it is delivered successfully for the benefit of the whole country, Team Scotland (the Scottish Government, Scotland Development International, and VisitScotland / EventScotland) attended the 2012 Ryder Cup held in Chicago.

Below is a report on the aims and outcomes of attending the event, activity undertaken by Team Scotland, and a breakdown of associated costs.


 PDF document Promoting Scotland as the next host of the Ryder Cup - 172kb


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