Boston’s streets may be awash with dark blue, but tourism experts say the Tartan Army’s World Cup party could pay off in Scotland, too, with a bumper influx of American visitors.
Travel experts believe the Tartan Army’s presence in Boston could generate a tourism windfall for Scotland, potentially worth hundreds of millions of pounds.
American tourists already account for one in five overseas visits to Scotland, with annual spending exceeding £1.4 billion.
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Chris Greenwood, of the Moffat Centre for Travel and Tourism at Glasgow Caledonian University, said: "All signs suggest that the Tartan Army’s Boston stopover will translate into lasting tourism and cultural benefits for Scotland.
"The positive image and personal connections being forged over there are marketing Scotland as a fun, lively and welcoming place to visit."
He said previous tournaments had already shown clear tourism impacts.
During Euro 2024, web traffic from Germany to VisitScotland.com rose by up to 83%, with bookings to Edinburgh and the Highlands jumping by more than 150%.
Mr Greenwood expects this effect to be even greater during the World Cup.
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He said: "The US is already Scotland’s largest source of tourism spend, measured by number of visits, nights, and spend.
"Many Americans who encounter the Tartan Army, whether at the fan fest, on the train, or even at a Red Sox game, will be inspired to visit here for the first time.
"The World Cup visibility helps position Scotland as a lively destination worth visiting during a trip to Europe.
"This 'Tartan buzz' also raises Scotland’s profile as a friendly nation and opens opportunities for educational and cultural exchanges with the east coast of America."
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