Market Focus: US – Turning Passion into Visit Intent - News

Boston – More Than a Feeling For The Tartan Army

Boston is a home-from-home for thousands of Scotland football fans, as the men’s national team return to the global stage.

Known the world over as the Tartan Army, our supporters don’t just follow football, they are part of the experience.

At Scotland’s last tournament in Europe their colour, humour and generosity captured hearts across host nation Germany. It inspired a wave of curiosity and goodwill towards Scotland that extended far beyond the tournament, converting into a rise in German visitors.

Now, as the world’s attention turns to the US, our most valuable international visitor market, we’re harnessing that same energy with a bold, high-impact campaign inviting locals to “follow us home” and discover Scotland for themselves.

Taxi! A Tartan Takeover, Next Stop Scotland

Boston is alive with a fleet of tartan-clad taxis, to capitalise on the highly visible Scottish presence.

From 11-19 June eleven striking cabs, wrapped in Scottish Football Association tartan and emblazoned with the names of some of our players, will turn heads across the city.

Passengers will be welcomed with a taste of Scotland with iconic treats, from Dean’s and Walker’s shortbread to gluten-free options from Nairn’s, all perfectly paired with a can of IRN-BRU, our other national treasure. They’ll also get a chance to win a trip to Scotland.

Eleven taxis adorned in the Scottish Football Association tartan celebrate the Men’s National Team return to the big time in Boston

Credit: Stephen Landau_Good Traffic

Paint the Town Tartan

TV, radio and travel industry partnerships will ensure Scotland is unmissable across Boston, showcasing our breathtaking landscapes, rich culture and world-famous warmth.

A hyper-targeted digital campaign will amplify this presence, engaging social audiences across the city.

At the heart of our storytelling is our mascot inspired by the world’s oldest football housed in the Smith Art Gallery, Stirling, bringing to life the stories, places and people that make our country so special.

Watch the film on our YouTube channel Scotland's Biggest Football Fan Has NEVER Seen Scotland! ⚽

Visitors can explore a host of unforgettable football-related experiences around the country, on a dedicated hub on visitscotland.com.

Our oldest football-inspired mascot explores Scotland Credit: VisitScotland

Using Our Influence

Working with long-standing collaborators, tour operators, travel advisors, airlines and destination management companies, we’re ensuring Scotland is front-of-mind at every stage of the travel journey.

Through a partnership with AAA Northeast, one of Boston's biggest travel operators, we’re bringing Scotland directly to the high street, transforming branches across the city with tartan branding, posters and the chance to win a trip to Scotland as part of the exclusive offers.

We’ve also invested in destination training with AAA travel experts to expand their knowledge of Scotland and encourage increased sales through product training incentives, in preparation for an increase in demand.

We will run a further travel advisor session in partnership with JetBlue Airlines while we are in Boston.

US market insights

Despite global challenges and pressures, demand for travel to Scotland remains strong from our largest international market.

US travellers continue to prioritise quality, showing a willingness to invest in experiences that are immersive, distinctive and locally grounded.

Increasingly, they are also drawn to travel with purpose, seeking opportunities to give back to communities, engage with real stories, and create memories that matter.

Encouragingly, off-season travel is also growing in appeal, presenting new opportunities to drive year-round visits.

Discover more about attracting US visitors on our Business Support Hub