19/12/2024
Lovely to be featured in this weeks Economist Magazine, article below-
Here’s a pub-quiz question: which is Britain’s most-visited battlefield? No, it is not the site of the Battle of Hastings, where William the Conqueror triumphed in 1066, but that of the Battle of Culloden, where in 1746 the Duke of Cumberland squashed the remnants of the Jacobite uprising within Scotland. Culloden had twice as many tourists as Hastings last year. It also had a 76% rise in visits over the year before.
That is partly thanks to a surge in ancestry tourism. Matthew Alexander of the University of Strathclyde says genealogy apps like Ancestry.com are making it easier for people with Scottish roots to trace the villages and towns of their forefathers. Culloden has become a pilgrimage site for such visitors.
The trend in heritage travel goes beyond battlefields. A partnership between Airbnb, a home-rental site, and 23andMe, which provides at-home genetic testing kits, will enable customers to browse through offerings of rentals and experiences in their “native” country. The Scottish government has developed a search engine called Scotland’s People to help travellers trace their ancestors. Private genealogists are on hand to help those arriving in Scotland track down their forebears. Tour operators are offering bespoke itineraries for travellers wishing to combine golfing and whisky-tasting with a visit to great-great grandma’s grave. Tom Miers, director of Scottish Clans and Castles, a customised tour company, reckons that about half of his (mostly American) clients have links to Scotland.
A recent survey from VisitScotland, the country’s tourism organisation, found that 70% of long-haul visitors claimed Scottish ancestry and 34% cited it as a motivating factor for their visit. Fortunately for the Scottish economy, there are plenty of foreign Scots. In the century after Culloden, as many as 70,000 emigrated. Some 40m Scottish descendants now live in the diaspora. Luring more of them, above all Americans who spend the most, could further boost a thriving industry. Last year long-haul tourists spent £3.6bn ($4.5bn), a 41% rise over 2019. Prices have also risen: between 2019 and 2024 the cost of summer hotel rooms grew 74% more in Edinburgh than in London, according to Amadeus, a travel-data firm.
Mr Alexander notes that Scottish-ancestry tourism stands out because of its link with the clan system and a romanticised idea of Scottish culture: “If a tourist comes along and says they are descended from Robert the Bruce, what are you going to say?” he observes.