How Scotland's future rests on hero from the past

Published on Monday 15 December 2008 21:22

HE IS already at the centre of Scotland's biggest ever tourism drive and a global birthday party like no other. But could Robert Burns prove to be the saviour of the nation's ailing economy – and an antidote to the gloom of a recession?

As details of a string of spectacular events being held to celebrate the 250th anniversary of his birth are unveiled today, tourism experts hope the "Year of Homecoming" could deliver a timely boost to an industry grappling with how to cope with a recession.

Homecoming is being targeted at more than 100 million people with some form of "blood link" to Scotland, as well as those with an affinity with the country or a passion for its whisky, music or golf.

Most industry-watchers agree much is riding on the 6 million campaign, instigated by the previous Scottish Executive.

The Scottish Government, VisitScotland and EventScotland, who are responsible for the Homecoming campaign, face criticism that it is under-resourced and aimed at the wrong markets. Other critics warn of the risks of placing all the industry's hopes on the shoulders of Homecoming and say regular marketing initiatives should not suffer as a result.

Tessa Jowell, the UK culture minister, yesterday admitted Britain faced a recession "deeper than any we have known".

However, the combination of Homecoming and the weakness of the pound against the dollar mean the timing of the Burns celebrations could prove crucial for the nation's economy.

Professor John Lennon, of Glasgow Caledonian University, a tourism expert, said: "When Homecoming was being devised and championed four years ago, no-one could have imagined the way the worldwide economy would look right now.

"It has become a lot cheaper to come to the UK from the United States or Europe because of the exchange rate, which is a crucial factor when it comes to deciding where to go on holiday.

"I do think it's the right kind of campaign for Scotland to be running, as it lags well behind Ireland with this kind of thing and Burns has the right kind of hook for people all over the world."

Joe Goldblatt, an events and tourism expert at Queen Margaret University in Edinburgh, said: "My experience of Homecoming is there is huge awareness of it overseas, particularly in North America.

"As an American myself, I've been amazed at how many people are talking about it, particularly in terms of the Gathering in Edinburgh.

"Homecoming has absolutely huge potential for the whole country, particularly when you look at the exchange rates.

"The 250th anniversary of Burns' birth is such a milestone. People will only get one chance to come to celebrate it. They'll be reluctant to put off a visit to another year, and that's a huge factor in Scotland's favour."

Robin Worsnop, managing director of the Edinburgh-based tour operator, Rabbies Trail Burners, said: "Homecoming is definitely having an impact on the overseas market. We've had very good reports from Australia and the United States already."

More than 40 million in additional economic benefit is expected to be generated by the 300-plus official events planned between the weekend of Burns' birthday, on 25 January, and St Andrew's Day, on 30 November.

Marie Christie, project director for Homecoming, said the campaign was "well on track".

She said: "Although it is a difficult time for the country with the economic situation, we believe Homecoming will have a unifying effect. It would be ridiculous for anyone to suggest shelving events at this stage.

"It was the right thing to do to target people in Scotland to raise awareness of Homecoming, not only so they will tell their friends and relatives abroad, but so they will get involved with Homecoming themselves."

Yesterday, it emerged that Burns' official birthplace in Alloway, Ayrshire, will play host to a spectacular night-time event, with famous landmarks being brought to life by special effects and performances.

More than 400 official Burns Suppers have signed up across the globe – some in far-flung locations such as the Ukraine and Canada – to take part in a worldwide link-up, while Alex Salmond, the First Minister, will host an official gala in Alloway.

One-off events include the world's biggest clan gathering in Edinburgh's Holyrood Park, a month-long nationwide celebration of whisky, an exhibition of new art inspired by Burns' life and work, and a "clan fortnight" in the north-east of Scotland.

Some of the country's biggest long-running events will be promoted under the Homecoming banner, including the Edinburgh International Festival, the Edinburgh Military Tattoo, Celtic Connections, the Cowal Gathering and the 2009 Open golf championship, to be held at Turnberry in Ayrshire.

The Scottish Government has borne the brunt of most of the criticism about Homecoming to date, mainly over the much- maligned advert featuring celebrities singing Caledonia.

Critics have derided the fact it was originally planned to be shown only in cinemas and on television screens in Scotland.

There has also been criticism about the lack of awareness of Homecoming overseas and complaints that the programme is not ambitious enough.

Lewis Macdonald, Labour's tourism spokesman, said:

"If Homecoming is to really work, it has to capture people who are of Scottish origin and living overseas, or in England and Wales. Its budget is not nearly big enough. The campaign has to be promoted properly all across the UK and overseas."

Murdo Fraser, MSP, deputy leader of the Scottish Tories, called for a review of the sum being spent on Homecoming in the wake of the economic crisis.

He said: "A lot has changed with the worldwide economic situation since the idea of Homecoming was created. I don't think it offers a simple solution to the problems that the tourism industry will face next year."

About 2,500 "diaspora" organisations are already on an official marketing database, while major advertising campaigns are being planned for autumn in the United States, Canada, Australia and New Zealand.

It is thought more than 10,000 overseas visitors will be attracted to the biggest single event, the gathering of the clans in Holyrood Park in July.

Homecoming Scotland will reach its climax around St Andrew's Day, when DF Concerts, the organiser of T in the Park, will use every available hall at the SECC in Glasgow for an event showcasing Scotland's leading rock, pop and folk acts.

Jim Mather, the tourism minister, said last night: "Homecoming 2009 will be a spectacular occasion, with over 300 events and activities taking place across the country to celebrate the 250th anniversary of an international icon.

"Our Homecoming celebrations next year will be a truly special occasion, but it would be wrong to think that this is all we are doing."