“Ah, I love Scottish whisky!”
Those were the warm words of a local Moroccan stallholder after I mentioned where I was from, during a recent trip to Taghazout.
Standing amidst a vibrant display of colourful hand-painted pottery, fragrant teas, and intricate rugs over 2,000 miles from Edinburgh, his enthusiasm was both a pleasant surprise and a striking reminder of how our nation’s traditions are distilled in our recognition in every corner of the world.
Evocative imagery of misty glens, ancient castles, and tartan-clad warriors has an enduring appeal. These cultural touchstones resonate deeply with the Scottish diaspora and other enthusiasts worldwide. Scotch whisky exports alone totalled £5.4bn in 2024, proving that tradition is not only nostalgic but profitable.
However, while these cultural attributes serve as valuable entry points in markets where Scotland is less well-known, the challenge for our country today is not so much one of visibility, but of evolution.
As long as our national identity remains steeped in nostalgia, Scotland’s contemporary strengths in science, technology, and sustainability risk being overshadowed, limiting its appeal to investors, business leaders, and policymakers.
Modern Scotland is a powerhouse of innovation. Edinburgh has been named as the highest-ranking city in the UK outside of London for foreign direct investment attractiveness, fostering startups that are making waves far beyond the Highlands.
In renewable energy, Scotland is setting global standards, home to the world’s first commercial-scale floating wind farm, off the coast of Peterhead.
Next week, first minister John Swinney will travel to New York for Tartan Week, an annual celebration of Scottish heritage and culture in the United States. The event will culminate on April 5 with the Tartan Day Parade, whereby some 3,000 pipers, drummers and Highland dancers will march up Sixth Avenue.
Yet this trip should be more than a spectacle of kilts and ceilidhs. It must present a holistic vision of Scotland, one that honours its rich tradition while amplifying the innovation that is shaping our future. One way of doing this is by showcasing companies combining rich heritage with future sustainability.
Consider Diageo’s pioneering trial of a 90% paper-based bottle for Johnnie Walker Black Label. It is a bold step in reducing environmental impact while maintaining the prestige of Scotland’s whisky industry. Or plans for the UK’s first Nagata concert hallin the heart of a UNESCO world heritage site – a vibrant, modern asset sensitively designed to complement the New Town architecture that surrounds it. Scotland isn’t just preserving its legacy, it is redefining it for the future.
Beyond the tartan fanfare and shortbread replicas of the Empire State Building, Swinney must focus on Scotland’s economic potential, especially at a time when relations with the US remain strained.
He has signalled that this visit will be business-driven, with plans to highlight Scotland’s ambition to become a global hub for renewable energy. With US president Donald Trump halting offshore wind leasing in American waters earlier this year, the timing couldn’t be more opportune for Swinney to solidify Scotland as a premier destination for US investors seeking to deploy their capital in the offshore wind sector.
We are proving to be a nation rich in cutting-edge innovation, hardworking talent, and investment-ready opportunities.
The world already understands Scotland’s past. Now it is time for the first minister and others to reshape the narrative, showcasing to investors in the Big Apple next week a blueprint of our future.
The whisky may spirit the crowds, but it is Scotland’s vision for tomorrow that will seal the deal.