Robert Burns is best known for Auld Lang Syne (Image: Photo12/Universal Images Group via Getty Images)
The country’s national bard is comparable to Shakespeare for the number of cultural tourists he draws in. Burns, who died in 1796, is best known for Auld Lang Syne. Some 9.5 million people worldwide are estimated to attend Burns Suppers annually and the January 25 celebrations generate £11million turnover in Scotland each year.
Academics at the University of Glasgow, led by Professor Murray Pittock, found that Burns’ economic and cultural importance to the Scottish economy is now estimated to be £203million annually while the bard’s “brand” is worth £139.5million a year.
The Robert Burns Birthplace Museum in Alloway, Ayrshire, is second only to Shakespeare among UK writers’ museums in its visitor numbers and Scotland is second only to London for tourists seeking cultural and heritage experiences.
Professor Pittock of the Centre for Robert Burns Studies at the University’s College of Arts, said: “More than 250