VisitScotland and Glasgow City Marketing Bureau gathered Australian media and industry partners in Sydney this week to celebrate the upcoming 2014 Homecoming and Commonwealth Games.
Homecoming – last celebrated five years ago in 2009 – invites travellers with Scottish ancestry or those that are Scottish at heart, to return to the country and re-discover their roots.
50 million people around the world claim Scottish ancestry, which is 10 times the population of Scotland, while 1.5 million of these descendants reside in Australia.
“It’s about feeling the pull towards a certain country or place… in this instance, Scotland,” VisitScotland consumer public relations manager Clair Coer said.
Homecoming 2014 will encompass a year-long programme of events and activities, showcasing Scotland to the world; including festivals and arts, cultural and ancestral heritage to explore.
The Ryder Cup will also be held in Scotland next year at the Gleneagles Hotel, Perthshire between 23-28 September.
The Commonwealth Games will be held in Glasgow between 23 July and 3 August 2014.
Earlier this year a public forum was opened to the world asking ‘What makes Glasgow?’ and the resounding response was that ‘People make Glasgow’; the basis for the current marketing campaign.
Lonely Planet recently named Scotland as one of the top three hottest travel spots to visit in 2014.