Food Glorio-US Food

New Yorkers were served a mouth-watering and toe-tapping appetiser of Scotland in the lead up to the NYC Tartan Day Parade, courtesy of VisitScotland. 

The national tourism organisation hosted a food truck and ceilidh, with help from Clare Coghill, owner of Café Cùil on the Isle of Skye, and performers from The Royal Edinburgh Military Tattoo, to whet the appetites of potential US holidaymakers to Scotland. 

The activity was part of NYC Tartan Week, an annual celebration of Scottish American heritage which includes the New York City Tartan Day Parade on 5 April. 

Scotland’s Snack Shack treated New Yorkers to complimentary classic dishes with a Scottish twist, inspired by chef Clare’s Hebridean heritage: Lobster rolls with Isle of Raasay Distillery whisky butter, veggie haggis quesadillas, washed down by Scotland’s other famous drink, Irn Bru. 

Visitors to Scotland’s Snack Shack could scan a ‘Highland Coo-R’ code for more information on planning a trip to Scotland with travel itineraries, suggestions, and advice. 

Afterwards, Madison Square Park came alive with a traditional ceilidh fitness class led by Mickela Mallozzi, the Emmy-winning host of broadcaster PBS’s Bare Feet with Mickela Mallozzi, and performers from The Royal Edinburgh Military Tattoo. 

Other VisitScotland activities included meetings with US media, travel trade destination training sessions and meetings with key tour operators, and hosting diaspora event. 

The US market is one of Scotland’s top international inbound markets. American visitors accounted for 20% of all overseas trips (794,000) to Scotland and 34% of all overseas spend (£1.2 billion) in Scotland in 2023.  

Our most recent statistics show that between January and June last year there were 459,000 trips taken by Americans – a 46% rise on 2023 and the largest growth in international visits from any inbound market – and £560 million of visitor spend – a 26% increase on 2023. 

International visitors are important for Scotland’s visitor economy as they tend to stay longer and spend more, supporting businesses and communities across the country.    

Jill Walker, Director of Marketing & Digital at VisitScotland, said: “Tartan Week, including the NYC Tartan Day Parade, is a really engaging way to focus attention on Scotland in our largest international market, and a great platform to promote what makes our country a must-visit, must-return destination.

“Our activity combined inspirational events to target potential holidaymakers, with travel trade engagements to raise the profile of the destination, as part of our work to grow the Scottish economy through market development.

“Chef Clare Coghill and The Royal Edinburgh Military Tattoo are amazing ambassadors for Scotland, and we were excited to work with them to showcase our fantastic food, drink, and culture.”

Clare Coghill, of Café Cùil, said: “We welcome so many American visitors to Café Cùil each season and it’s been a delight to get to travel over here to work with VisitScotland and share some of our tastiest culture here at Tartan Week. Serving up Scottish street food at Madison Square Park, one of New York’s iconic addresses, has been a dream come true.”

Jason Barrett, Chief Executive of The Royal Edinburgh Military Tattoo, said: “In our 75th year, we are thrilled to partner with VisitScotland and showcase the very best of Scotland in the USA for Tartan Week. Honouring Scottish heritage on the global stage is at the heart of the Tattoo’s work, and this collaboration allows us to inspire audiences and promote the very best of Scotland - its rich culture, world-class cuisine, and renowned hospitality.” 

ENDS 

Image caption: Clare Coghill serves up a treat to performers from The Royal Edinburgh Military Tattoo (credit: VisitScotland / Andrew Kelly)

For more on Tartan Week: https://nyctartanweek.org/