Press Release: Visitors tune into the sound of Scotland

Scotland's world-famous bagpipes are striking a chord, as interest in the country's piping tradition grows following the Tartan Army’s displays during the World Cup.

The unmistakable sound of the Great Highland Bagpipe has been carried onto the world stage this summer,  helping showcase one of the country's most iconic cultural traditions to international audiences.

New insights from online search engine data suggest this heightened visibility may be helping to drive increased interest in bagpipes and piping, in the United States, creating opportunities for Scotland's tourism and cultural sectors.

VisitScotland analysis suggests growing interest in Scotland's piping tradition among US audiences, with searches for "bagpipes" increasing by 22% in July year on year and searches for "piping Scotland" rising by 120%.

Interest in Scotland's piping culture is also reflected in online visitor behaviour. Scotland’s annual week-long piping celebration, Piping Live!, recorded a 30.4% increase in visits to its website from people in the United States in July compared with June, while US web visits were up 220% compared with July 2025.

This data points to a growing international curiosity about Scottish music, culture and heritage. From learning the basics of piping at hands-on workshops to hearing world-class musicians perform at festivals, Highland Games and cultural events, visitors have more opportunities than ever to experience the sound of Scotland first-hand.

Research commissioned by The National Piping Centre and published by the William Grant Foundation in 2024 highlighted the breadth and diversity of Scotland's piping and drumming community,  supported by a large network of pipe bands, schools, community groups, festivals, competitions, tutors and cultural organisations across Scotland and internationally.

The National Piping Centre has also reported growing participation in piping, highlighting strong demand for tuition and record levels of youth engagement in recent years.

Cat Leaver, VisitScotland Director of Strategy and Competitive Intelligence, said: “Bagpipes are one of our most iconic cultural assets. As demonstrated in Boston and Miami this summer, that unmistakable sound stops people in their tracks, sparks curiosity, and gives people a memorable connection to our culture, helping drive tourism and support local communities across the country.

“It’s great to see more people embrace and experience this iconic instrument, helping keep our heritage alive while attracting visitors who want to hear, see, and feel the authentic sound of Scotland for themselves.

“Events such as Piping Live! and the World Pipe Band Championships not only showcase Scotland's rich musical traditions to audiences around the world, they also  create new opportunities for our visitor economy.

“From festivals and competitions to live performances and workshops, Scotland offers visitors many opportunities to experience this important part of our cultural heritage first-hand.”

Helen Urquhart, Piping Live! Head of Events, said: "It was wonderful to see so many pipers and drummers in the USA this summer, serving as ambassadors for the instrument and the music.

“Turning out in such great numbers and bringing piping and drumming to the world stage in such a positive way has really helped promote the artform globally, especially in the run up to Piping Live! and the World Pipe Band Championships.

“The rise in website visits from US visitors is really encouraging and we hope to have welcomed them to Piping Live!"

Brian Morgan, President and Drum Sergeant of the Stuart Highlanders Pipe Band based in Wilmington, Massachusetts, which joined the Tartan Army's march to Fenway Park, said: "The Tartan Army gave Boston and Miami a very different experience of what bagpipes can bring to a celebration. I think many Americans often associate bagpipes with solemn occasions, but the World Cup provided an opportunity to experience them in a completely different way, like the march to Fenway Park, where the pipes loudly and proudly led the way.

"People quickly discovered that the pipes aren't just something you listen to, they're something you experience. Bagpipes instantly became part of the celebration and helped pull people into it, whether they had a connection to Scotland or not.

Brian, from Hudson, New Hampshire, added: "Bagpipes are such an iconic instrument and experiencing them on home soil in Scotland creates an instant and unforgettable memory. Visitors certainly come to see Scotland, but they also want to hear, live and breathe it, surrounded by the people and places that make Scotland unforgettable.

"That's exactly what the Tartan Army brought to Boston. During the World Cup, people weren't simply watching Scotland from the outside, they were invited into the celebration. The singing, the kilts, the pipes, it gave people a taste of what it feels like to be part of something uniquely Scottish."