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Showcasing Scotland in Canada and US
22/03/2009
Sharpening Scotland's reputation as a leading business and tourist destination, the Deputy First Minister Nicola Sturgeon today announced details of Scotland Week 2009 with events taking place in nine cities across Canada and the USA.
With Homecoming at the heart of this year's Scotland Week programme, Ministers will be undertaking events to showcase Scotland's distinct tourism appeal and promote economic opportunities in key sectors such as renewables and life sciences.
The Deputy First Minister will lead the Scottish Government delegation, with Minister for Culture, External Affairs and the Constitution Michael Russell and Minister for Enterprise, Energy and Tourism Jim Mather taking forward their own targeted programmes.
Ms Sturgeon said:
"Scotland Week offers a great opportunity to demonstrate what Scotland has to offer in the key Canadian and US markets. Building on the success of last year's programme one of our key aims is to maximise economic development opportunities for Scotland at this challenging time.
"Tartan Day on April 6 is an excellent opportunity for people in Canada and the USA to celebrate their affinity with Scotland and the strong links between our countries. We are honoured to play a continuing role in these celebrations, both to showcase our rich cultural heritage and to promote Scotland as a modern, ambitious nation with an exciting future.
"Canada and the USA represent Scotland's two largest export markets, our largest inward investors and our largest tourism markets. That's why we are focused on engaging with businesses to highlight the underlying strength of Scotland's economy, to showcase the great investment potential and to promote Homecoming 2009.
"Scottish culture has had a profound impact in both Canada and the USA over the years and with the modern day cultural renaissance taking place in Scotland the time is right to enhance our cultural ties for the future.
"Scotland Week is more than one week of events - it's about building relationships and raising awareness that will continue to grow throughout the year, resulting in real opportunities for Scotland."
Scotland Week 2009 kicks off with Michael Russell attending The Tartan Day Parade in New York on Saturday April 4, and closes with Nicola Sturgeon attending the Homecoming Scotland Run in Central Park, New York on Saturday April 11.
Scotland Week events will take place in New York, Seattle, San Francisco, Houston, Wilmington and Raleigh (in North Carolina), Chicago, Toronto and Vancouver.
This year Scotland will benefit from an increased profile in the USA when a number of Scottish American organisations will be holding events from March 30 to April 4 - the week before Tartan Day. The Scottish Government is supporting Dressed to Kilt on March 30, which this year is being themed to promote Homecoming 2009.
Despite the 30 per cent fall in the value of the UK Pound against the US Dollar, this year's Scotland Week programme will be delivered within the same budget of £400,000 as in 2008.
Programme highlights:
- The Deputy First Minister will take part in a public health event in San Francisco and undertake a series of business meetings. She will also deliver a speech at Stanford University. In Seattle Ms Sturgeon will engage with the business community by hosting a business breakfast with GlobalScots, meet with Microsoft and later host a Scottish Development International (SDI) business reception
- In New York Ms Sturgeon will host the SDI Textiles Reception at Saks Fifth Avenue to showcase Scottish designers. She will also meet with leading pharmaceutical companies to explore opportunities. The Deputy First Minister will also start the Homecoming Scotland Run in Central Park, one of the biggest events on the calendar for New York road runners
- Minister for Culture, External Affairs and the Constitution Michael Russell will visit New York, Toronto, Vancouver and Victoria to promote Scotland. The Minister will represent the Scottish Government at the Tartan Day Parade on the streets of New York and will meet RSAMD students performing in the city. In Canada, Mr Russell will speak at the Economic Club of Canada and the University of Toronto's Munk Centre for International Studies. He will host a joint VisitScotland and SDI reception for key travel and business contacts as well as meeting with global businesses to discuss investment opportunities. In Vancouver, Mr Russell will speak at the Simon Fraser University Burns Symposium and meet with cultural, business and education contacts both here and in Victoria
- In line with the Government's purpose to increase sustainable economic growth Minister for Enterprise, Energy and Tourism Jim Mather will engage with major business organisations in the USA to encourage inward investment and commercial opportunities. Mr Mather will meet with Fortune 500 financial services companies in New York. He will then travel to Raleigh to engage with state government representatives and Wilmington to meet with science and technology organisations
- Scotland Week 2009 will see VisitScotland and SDI playing a coordinated role to engage with their respective markets and promote the Government's 'Team Scotland' approach
Philip Riddle, Chief Executive of VisitScotland, said:
"North America is Scotland's largest and most valuable international tourism market and Scotland Week presents an exceptional opportunity to focus on maximising business to business opportunities. Given the current economic situation, it is more important than ever to maintain and strengthen relationships to ensure the industry continues to invest in Scotland.
"While the current economic situation may bring short term challenges, Homecoming Scotland 2009 gives Scotland a unique competitive advantage for 2009 and will be at the heart of all of Scotland Week activity. Scotland Week is a great opportunity to invite people to come and enjoy the fantastic range of events throughout the year and be part of the celebration and welcome that Homecoming Scotland will generate.
"Scotland Week is not just about one week of events, it's about the relationships and interest that will grow throughout the year fostering real prosperity for Scotland and putting Scotland back on track for growth in tourism."
Jack Perry, Chief Executive of Scottish Enterprise, said:
"Following the success of last year's event, Scotland Week 2009 is an ideal opportunity to demonstrate our capabilities and attractiveness to the North American business community and media.
"Scotland's track record of innovation, invention and enterprise has helped us to attract significant US investment in the past and the United States continues to be our number one export market for Scottish goods overseas. This year we're on a mission to showcase the opportunities available in sectors such as life sciences and renewables, where Scotland has genuine world leading science and technology.
"My colleagues at Scottish Development International are planning an ambitious programme of events, meetings and visits to the nine cities involved and look forward to promoting Scotland on this international stage."
Professor John Wallace OBE, Principal - Royal Scottish Academy of Music and Drama,said:
"The RSAMD is delighted to be taking part in Scotland Week this year. This is a wonderful opportunity to reconnect with our numerous North American based Alumni during the year of Homecoming, and to showcase the young talent we so proudly cultivate. As Scotland's International Conservatoire of Music and Drama, we are ideally placed to further endorse Scotland's reputation as a bastion of culture and creativity."
Actor Alan Cumming said:
"The older I get and the more I look at Scotland from afar I realise how much being Scottish defines me as an artist and as a human being, and how I feel more and more connected to it. Being the grand marshall for the Tartan Day Parade is a chance for me to show my pride, and wave a flag both literally and metaphorically for Scotland's past, present and future in my adopted homeland of New York City."
Scotland Week is part of the Scottish Government's ongoing programme of engagement in North America. Since May 2007 Scottish Ministers have made a total of 11 visits to Canada and the US, including the very successful programme of events during Scotland Week 2008, during the Ryder Cup in Louisville, Kentucky, and most recently the First Minister's visit to Washington DC last month.