Research conducted at the University of Glasgow has revealed that Scotland's national bard is worth £203 million a year to the Scottish economy. 

The "worldwide fascination" with Robert Burns is proving to support Scottish businesses and jobs, with the poet's brand net worth of £139.5 million a year. 

The year long study founded by the Scottish Government considered how investments in the country that recognise the poet, such as the opening of the Robert Burns Birthplace Museum, have helped increase this value. 

Professor Pittock of the Centre for Robert Burns Studies at the University’s College of Arts 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.”

The research showed that Burns-related tourism brought in the highest revenue at just under £155 million per year, where the annual Burns night turns over £11 million in Scotland. Burns Festivals throughout the country brought in £7 million and related food and drink is estimated to be £20 a year. University research and education on Burns estimated to bring £500,000 a year.

The research was given £46,000 of funding by the Economic Development Directorate of the Scottish Government after a motion was put down in a Scottish Parliament debate on the economic potential of Robert Burns.