American interest in bagpipes has seen a notable surge, with online searches for the instrument and related Scottish terms increasing significantly following the presence of the Tartan Army during the recent World Cup. Analysis by VisitScotland indicates a rise in American internet users searching for 'bagpipes' and 'piping Scotland.'
Searches for 'bagpipes' reportedly increased by 22 percent, while searches for 'piping Scotland' jumped by 120 percent in July compared to the same month in the previous year, according to VisitScotland’s strategy and competitive intelligence director, Cat Leaver. The organization views bagpipes as an iconic cultural asset that can create memorable connections to Scotland and drive tourism.
The Tartan Army, known for their enthusiastic support, gained a reputation as engaging fans during the World Cup. Their presence, often accompanied by the sound of bagpipes, captured attention in host cities. One notable instance involved a bagpipe parade leading Scotland fans to Boston's Fenway Park, home of the Red Sox baseball team.
Brian Morgan, president and drum sergeant of the Stuart Highlanders Pipe Band in Wilmington, Massachusetts, noted that the Tartan Army showcased a different side of bagpipes. "Many Americans often associate bagpipes with solemn occasions," Morgan stated, "but the World Cup provided an opportunity to experience them in a completely different way." He added that the instruments were not just listened to but experienced, becoming part of the celebration and drawing people in, regardless of their connection to Scotland.
This increased engagement is also reflected in website traffic. The Piping Live! website experienced a 220 percent increase in visits from the U.S. in July compared to the previous year.