Tartan Army fans told to sell Scotland at 2026 Fifa World Cup by tourism boss
Thousands of Scotland fans are due to fly out to the world cup in 2026.
Tartan Army fans heading out to the World Cup next year are being urged to “make lots of friends” and encourage them to come to Scotland on holiday.
Thousands of Scotland fans are expected to jet off to the world cup in Canada, the US and Mexico after the men’s team’s spectacular 4-2 win over Denmark this week.
It is the first time the team has qualified for the World Cup in 28 years. The Scottish Tourism Alliance views the moment as a great opportunity to showcase Scotland to the world.
Marc Crothall, chief executive of the Scottish Tourism Alliance, said: “Well played Steve Clarke and the team - it opens up a lot of visibility for Scotland to a greater audience.
“So to the Tartan Army - make a lot of friends, and bring them back with you. This is a massive opportunity for Scotland.”
Scotland experienced a boost in German tourists visiting after the nation’s appearance at the Euros last year.
VisitScotland said searches in Germany for Scotland as a holiday destination increased by 57 per cent during the tournament itself.
Mr Crothall said a similar boost in tourism could be achieved at the World Cup in 2026.
He said: “The timing is good because of all the other events we have in the summer. We had a massive, positive upturn in German visitors after the Tartan Army at the Euros, so there is a lot for us to win here.
“The fans are advocates for the nation further afield and can shout about Scotland when they go to the World Cup.
“There are further positives too as airlines are opening up new routes from Scotland to the US, which gives the opportunity for international visitors to come our way year round.”
The message comes after the Scottish Tourism Alliance warned of a difficult six months ahead for the industry as the cost-of-living crisis hits potential customers.
The alliance said businesses were worried about both the upcoming UK and Scottish budgets, and wanted to see business rates relief and no increases to income tax, National Insurance or pension contributions made.
The Scottish Government and local authorities have separately been urged to deliver a “massive boost” to businesses by easing licensing restrictions during next year’s World Cup matches.
There has been a concerted push in the wake of the historic qualification win to allow Scotland fans to gather in pubs and large-scale fan zones across the global tournament.
Scottish Liberal Democrat leader Alex Cole-Hamilton, who has called on the Scottish Government and councils to work together to provide fans with the “best experience”, said the World Cup must be used to lift spirits.
“It has been a tough few years for everyone in Scotland,” he said. “We’ve had a pandemic, an energy crisis, [former prime minister] Liz Truss sending mortgages soaring. Many public services don’t work as well as they used to.
“Next summer we can turn a corner.”
Mr Cole-Hamilton added: “We want to see pubs given special late-night licenses to air Scotland’s games if it turns out that the time difference means they happen overnight. Your local grassroots rugby or tennis club should be allowed to open up too because I'm sure their members would pack them out, even at 2am. And for games earlier in the day, lets get massive screens in parks and stadiums big and small.
“We must not let this moment drift by.”
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