Robert Burns is raking in over £200 million for the Scottish economy
University of Glasgow research finds our National Bard is worth £203 million every year.
Last updated 10th Jan 2020
A year-long study funded by the Scottish Government has calculated Robert Burns is worth £203 million annually in direct value to Scotland, and almost £140 million in brand value.
Lead researcher Professor Murray Pittock from the University of Glasgow assessed how much the worldwide fascination with Robert Burns is supporting Scottish business and jobs.
It found that Burns economic and cultural importance to the Scottish economy is now estimated to be £203 million annually and the bard’s brand is worth £139.5 million a year.
Professor Pittock, from the Centre of Robert Burns Studies, told Radio Clyde why the bard is so valuable to Scotland.
He said: "'Auld Lang Syne', which is the second most-sung song in the world after 'Happy Birthday', encapsulates the nature of feeling. It's exactly Burns' emotional power that brings people to Scotland and has them celebrating Burns all over the world.
"Some of the regions where Burns tourism is strongest - Ayrshire and Dumfries and Galloway - could do with having more direct promotion from Scotland's main arterial tourist routes, for example the M74.
"There is much more to be done in terms of getting wider ownership of Burns among the Scottish population."
The biggest single source of economic impact is Burns-related tourism – it brings in in just under £155 million, almost two-thirds of which (£121 million) goes to Ayrshire and Arran where the poet was born and lived most of his life.
Burns Night, the celebration which takes place on the anniversary of the poet’s birth on 25 January, has a turnover of £11 million in Scotland.
Burns Festivals throughout Scotland have an estimated value of £7 million to Scotland’s economy. While spending on Burns-related food and drink is estimated to be £20 million and University research and education on Burns is estimated to bring £500,000 a year.
While there have been studies of the economic impact of cultural Burns industries before - by economist Lesley Campbell (2003) and Moffat Centre (2005) who both valued Burns impact to Scotland at £157 million - this is believed to be the first assessment carried out on this scale.
In the last 20 years, there have been substantial changes in Scotland recognising the poet’s importance including the opening of the £23 million Robert Burns Birthplace Museum in 2009 which has helped transform the visitor experience.
Within the UK, culture and heritage tourism in Scotland attracts more visitors than anywhere outside London. Robert Burns Birthplace Museum in Alloway is second only to Shakespeare among UK writers’ museums in its visitor numbers.
Professor Pittock said: “More than 250 years after his birth, Robert Burns, his life and work, still holds a huge fascination for a worldwide audience.
“Burns has universal appeal with his work being translated into every single major language including Russian, German, French and Chinese. While Auld Lang Syne is our New Year anthem and has been performed by everyone from Elvis Presley to Jimi Hendrix.
“We are very fortunate to have such an iconic Scottish figure like Burns. We have been able to put a value of over £200 million on the tourism, products, festivals and estimate an additional embedded brand value of almost £140 million which Burns brings to Scotland. What it shows is that Burns the Brand makes a huge contribution to the economy of Scotland.
“We hope that our research will help to inform and encourage Scotland to continue to develop plans to promote Burns at home and abroad. It also shows the great potential of Burns’ brand to support regional inclusive growth from hotels and restaurants to food, drink and memorabilia.”
Economy Secretary Derek Mackay said: “I welcome this report and the work conducted by Professor Pittock to explore the contribution of Robert Burns to the Scottish economy.
“It goes without saying that the cultural and societal importance of Burns the brand is enormous. In fact, the report highlights that the values and identity of Robert Burns - the lover of nature, the innovator, and the humanitarian - resonate with the identity of modern Scotland.”
Among the recommendations to further enhance Scotland’s economy by harnessing the Burns brand is supporting Burns in schools, considering renaming Prestwick Airport after Robert Burns, and improving signage on tourist routes.