Scotland has taken to New York this week with taxis wrapped in tartan cruising Manhattan in celebration of NYC Tartan Week. The campaign forms part of VisitScotland’s efforts to promote Scotland in its largest international market, using NYC Tartan Week to encourage American visitors to book trips. The tartan taxis were accompanied by performers from The Royal Edinburgh Military Tattoo, who posed against the Manhattan skyline as a vivid showcase of Scottish culture ahead of the NYC Tartan Day Parade on Sixth Avenue this Saturday, where Outlander star Sam Heughan serves as Grand Marshal. Tartan Day on April 6 honors the deep cultural and historical ties between Scotland and the United States, with NYC Tartan Week building on the celebration and peaking at the Tartan Day Parade.
Cat Leaver, Director of Strategy and Creative Intelligence at VisitScotland, said: NYC Tartan Week, culminating in the Tartan Day Parade, represents a key strategic opportunity to spotlight Scotland in our largest inbound tourism market, which holds substantial growth potential. It offers a platform to highlight what makes Scotland a must-visit destination. Our presence in New York enables direct engagement with US audiences, media, and travel trade partners, fostering awareness and boosting future travel demand. With a full schedule of events, fresh experiences, and better connectivity—including direct flights from New York to Glasgow—2026 is the ideal time to visit Scotland.
Alan Lane, Creative Director of The Royal Edinburgh Military Tattoo, stated: The Tattoo is honored to showcase Scotland to the world, and Tartan Week offers an excellent chance to engage New York audiences. Delivering a slice of the Tattoo to the city highlights the exceptional creativity and talent visitors enjoy anywhere, anytime in Scotland.
