Promoting Scotland Internationally

Scotland benefits from having a distinctive brand identity which is an advantage on the international stage. For many, “traditional” attributes of the Scottish brand such as tartan, golf and its history are still resonant. These remain important hooks for creating interest in or drawing international visitors to Scotland. However, the challenge today is to ensure that Scotland’s current international profile reflects modern Scotland and its strengths—for example, its scientific research, or space and renewable energy sectors, in which it is world leading. We heard that traditional Scottish celebration dates such as Burns Night and St Andrew’s Day are obvious starting points to profile Scotland’s strengths which could be employed more consistently across the UK’s global network.

The Foreign, Commonwealth and Development Office (FCDO) should publish a strategy, to be circulated across its international diplomatic network, which sets out guidance and expectations for embassies on holding events to mark Scotland’s key dates, St Andrew’s Day and Burns Night. This document should give clear direction on what current UK Departmental (e.g. FCDO, Office of the Secretary of State for Scotland and Department for Business and Trade) priorities are for promoting Scotland internationally, and how both the modern and traditional aspects of the Scottish brand should be incorporated as part of this activity. In its response to this report, the UK Government should agree a definition of the Scottish brand to be advanced by it internationally, followed by annual reporting updates on embassy activity promoting Scotland that has taken place each year. The Committee recognises the interest of successive Scottish Governments in this area which currently resides in the portfolio of Cabinet Secretary for External Affairs—we therefore urge the Scottish Government adopt a similar approach. (Paragraph 18) International Strategy for Scotland

We heard that UK Government activity in relation to promoting Scotland internationally, for example through ministerial visits, could sometimes be perceived as lacking a bigger strategic picture. The Secretary of State for Scotland described the UK Government’s strategy for Scotland on the international stage as “one of bringing high-tech businesses to Scotland, which will bring high-earning, high-quality jobs”. Whilst this objective is itself commendable, it ought to be one of several, and further detail is required about the actions that the UK Government will take to achieve these goals, so that the success of its work can be measured.

In response to this report, the Office of the Secretary of State for Scotland—in consultation with the FCDO—should provide a clear strategy containing its measurable priorities and objectives for promoting Scotland internationally alongside the actions it is undertaking—and will undertake in the future—to achieve these goals. This 30 Promoting Scotland Internationally work should be undertaken in conjunction with the Government’s response to the recommendation made in paragraph 18. To inform the strategy, the UK Government should consider: • conducting an audit of international activity which is currently undertaken in relation to promoting Scotland internationally; • horizon scanning to identify relevant upcoming opportunities or events that could be used as additional opportunities to contribute to the UK Government’s priorities for promoting Scotland internationally; and • consulting with stakeholders from the Scottish business and cultural sectors to inform these priorities. In addition, the new cross-Whitehall delivery board for Scotland cited by the Secretary of State during evidence should cover the UK Government’s activity and strategy for promoting Scotland internationally as part of its remit.

The Parliamentary Under Secretary of State at the Office of the Secretary of State for Scotland earlier this year (2023) attended and took part in events as part of the 25th annual “Tartan Week” in New York City—the first time a UK Government Minister has attended since 2012.

The UK and Scottish governments should both explore the intended focus for their participation at “Tartan Week” in the future. “Tartan Week” provides a prime opportunity to promote Scotland.

Given that the Secretary of State has confirmed that there will be ministerial representation at New York “Tartan Week” next year, the Office of the Secretary of State for Scotland should set out in its response to this report: • the outputs and impact arising from its participation in “Tartan Week” this year; and • how the UK Government will work with the Scottish Government in ensuring the most strategic and constructive inter-governmental approach. Following this, the UK Government should explore with international partners whether there is an opportunity to establish “Tartan Day” events in other countries where there are strong Scottish links.

We have heard from witnesses during our inquiry of the opportunities which exist for the UK and Scottish governments to build connections with Scotland’s large global diaspora, which could be used to support the promotion of Scottish interests internationally.

In response to this report, the UK Government should clarify: • what activity is currently undertaken by embassies to engage with the Scottish diaspora, for example in countries in which that diaspora has a sizable presence; • what role the UK Government intends to play in future in developing closer relationships with the Scottish diaspora; and Promoting Scotland Internationally 31 • how the UK Government intends to engage with the Scottish Government to help develop these relationships following the Scottish Government’s recently published Scottish Connections Framework (Paragraph 38). The UK’s diplomatic network

We appreciate the wide range of work undertaken by UK embassies across a range of interests, from security to international development assistance to consular support. Our inquiry has focused on the economic and cultural promotion of Scotland internationally, and our recommendations will therefore focus on this narrower area of competence. We were pleased to see and hear of the positive activity undertaken by many UK Government staff to promote Scottish industry and interests overseas, experienced first-hand during our visit earlier this year to New York City and Washington DC. However, we also heard from witnesses that across the wider UK embassy network, practice can vary depending on the background or understanding of the particular Ambassador or Head of Mission in post at the time, with a need for a greater consistency across the network in promoting Scotland internationally.

The FCDO should enhance its programme of training for relevant embassy staff at all band levels to improve the knowledge base of UK officials of the Scottish market and industry landscape, as well as the current priorities of the UK Government in relation to promoting Scotland internationally (considering the recommendation made in Chapter 3 above in relation to strategy). In those locations where staff are not co-located, regular meetings should be held between relevant embassy teams and Scottish Government officials or Scottish Development International staff to ensure communication and information sharing. Beyond this, teams should also be encouraged to meet periodically with other Scottish institutions, be that in industry or academia. (Paragraph 47) Promoting Scottish trade

We welcome additional trading support provided for Scottish businesses through the recently established UK Government Trade and Investment Hub in Edinburgh. The UK Government Edinburgh Hub and Scottish Development International (SDI) must maintain regular contact with each other to ensure that the support provided to businesses by both organisations is complementary and not a duplication. We note the UK’s overseas network has a significantly larger footprint than SDI with an opportunity for the Hub and the Department for Business and Trade to support Scottish businesses wishing to expand into these markets and work with those not covered by SDI’s smaller footprint.

In response to this report, the UK Government should provide an annual written update to the committee on how the Hub is supporting the delivery of the UK Government’s trading outcomes and its priorities for Scotland. The UK Government should also provide more detail on how the Department of Business and Trade will provide greater access to UK Government export support, while working with SDI to avoid duplication. (Paragraph 57) 32 Promoting Scotland Internationally UK and Scottish government cooperation

The UK and Scottish Governments share many of the same priorities for Scotland on the international stage and there is an important role for the Scottish Government to play in promoting Scottish interests overseas in areas of devolved competence. Despite recent publicised tension between the two governments surrounding international activity, we found there to be positive and constructive collaboration between officials during our visit to Washington DC earlier this year, where UK and Scottish Government officials are co-located in the British Embassy. This kind of collaboration should be encouraged across the wider Embassy network where teams are co-located. In locations where Scottish Government officials are not co-located or based, it is important to embed regular communication between the teams to facilitate or identify any opportunities for joint initiatives between the governments. We encourage the UK and Scottish governments to work constructively and cooperatively on Scottish interests internationally. Whilst recognising that foreign affairs and international trade are reserved to the UK Government, the Scottish Government have international interests in devolved policy areas. (Paragraph 64) Promoting Scotland Internationally 33