VisitScotland promotes the Home of Outlander
The streets of New York City will be lined with tartan-wrapped taxis as part of a programme of activities by national tourism and events organisation, VisitScotland, to promote Scotland during Tartan Week.
Coinciding with its presence at Tartan Week, VisitScotland has collaborated with Sony Pictures Television to launch an integrated Home of Outlander marketing campaign targeting fans of the Outlander television series, which will feature on television and digital channels, online and across the USA. The final season of the Outlander television series is currently airing on Starz in the U.S. and on MGM+ in the UK.
VisitScotland is in the USA for the week-long celebration of the arts, cultural and historical links between the USA and Scotland.
Tartan Week culminates in the NYC Tartan Day Parade on Sixth Avenue tomorrow (11 April 2026), led by this year’s Grand Marshal, Outlander television series star Sam Heughan.
It is an important date in the Scottish tourism calendar as VisitScotland and Scottish tourism businesses meet with travel media, businesses, airlines and tour operators to network, educate and promote Scotland.
A VisitScotland team is delivering a coordinated programme of activities to promote Scotland during the week, including an exclusive Outlander media event with a preview screening of the latest episode of the series, and a Q&A on the impact of the series on Scottish tourism.
The programme will help to foster stronger relationships with industry partners in Scotland’s largest international inbound market and encourage the creation of new and extended tour packages, holidays and air routes.
Building those links with US-based tour operators and travel advisors is essential to VisitScotland’s work in helping Scottish businesses to internationalise and reach new audiences in our key global markets.
Tartan Week was established to expand on Tartan Day (6 April) when the USA and Canada, and their Scottish diaspora, turn their attention to the ties that bind Scotland and the two countries.
The USA accounts for 22% of all international trips to Scotland and 36% of all international spend.
