Ancestral Tourism


Ancestral Tourism


VisitScotland has a dedicated ancestral marketing strategy, our ancestral marketing program targets visitor prospects of Scots descent in our priority long-haul markets US, Canada, Australia and New Zealand.


We also reach the potential ancestral visitor in the UK and other global markets. Our aim is to:

  • reach,
  • inspire,
  • inform 
  • and convert potential ancestral visitors who are in the process of discovering their Scots roots.

We very much see the end game of ancestral/family tree research being to physically walk in the footsteps of your ancestors.


Our ancestral marketing program highlights the rich genealogy and family history resources Scotland has to offer. We also provide inspiring clan based car touring itineraries and our website - features the world’s largest clan surname database. We use our global reach to market this information through our existing long haul touring campaign - Meet the Scots.


Our activity is predominately online which includes promotion through monthly enewsletters, regular communication with key contacts within Scots interest groups and our dedicated website,   


VisitScotland supports and attends the Scottish Ancestral Tourism Group. This group meets quarterly to discuss the development of Scotland's ancestral tourism product. If you are interested in joining this group please contact the Chairman, George MacKenzie email:


Ancestral Tourism Toolkit


We have produced a simple ancestral tourism toolkit to help tourism businesses market themselves to the ancestral tourism visitor.

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