Telling Tales – A look back and forward at Scotland’s Year of Stories

By Marie Christie , Head of Development, Events - VisitScotland

When we first started developing Scotland’s Year of Stories, we knew it was going to be extra special – a bit like that feeling when you start a really good book and are hooked before you even turn the first page.?Every discussion with every potential partner was filled with enthusiasm, new ideas and passion for the possibilities ahead.

Although the theme of ‘Stories’ for 2022 had been announced a few years before, the decision to deliver it as planned was taken in autumn 2020 amid COVID-19 disruption and challenges. It was an important decision made with key partners as we were emerging from the pandemic. At their core Themed Years provide a very effective platform for partnerships, bringing together multiple organisations to work together and showcase Scotland’s assets for mutual benefit. Never have we needed collaboration and partnership working more – and my goodness, it certainly has delivered!

The Year of Stories 2022 launch. Image credit VisitScotland / Chris Watt

Scotland’s Year of Stories was designed to spotlight, celebrate and promote the wealth of stories inspired by, written, or created in Scotland.?The underlying principle is that every community has its own tales to tell, places to highlight as inspiration for well-known books and films, visitor attractions that showcase our literary and storytelling heritage and all kinds of places and spaces where stories, old and new, can be enjoyed.

Stories are such an important part of our culture. They play a huge part in how we make sense of the world, how we see ourselves – and of course, how others see us. One of the central features of the Year of Stories activity has been the creation of a rich and diverse events programme which has a vibrant mix of larger and community events. There are over 300 events in the programme, each bringing the Year of Stories to life, telling their own tales and stretching nationwide, embracing all 32 local authorities.

The programme has encompassed the widest range of storytelling forms - from poetry to film, comics to song, theatre to audio trails - and is structured around five cross cutting strands: Iconic Stories and Storytellers, New Stories, Scotland’s People and Places, Local Tales and Legends and Inspired by Nature.

A Monstrous Regiment of Women, Inverurie?. Image credit VisitScotland / Rob McDougall

So far, special events have included new programme elements celebrating Scotland’s Stories as part of well-loved festivals such as Spectra, Aberdeen’s Festival of Light in February; St Andrew’s StAnza in March; Borders Book Festival in June and Edinburgh International Book Festival in August.?

Beanotown, Dundee. Image credit Dundee City Council / Frame Focus Capture

We even worked with Dundee partners to declare the city "Beanotown" in July as part of the joyous Dundee Summer "Bash Streets" Festival in celebration of their comic book credentials.?Brand new events have included online and live touring performance programmes such as the gorgeous Yoyo and The Little Auk from the RSNO and Visible Fictions (until October) alongside the immersive audio trails taking place across our four Botanic Gardens (Edinburgh, Benmore, Dawyck and Logan) with Of Scotland’s Soils and Soul (until 15 October).

With four months to go there is still so much to enjoy: you can discover story filled sailing trips and ‘Songs from the Last Page’ at Findhorn Bay Festival (23 September - 2 October); an exploration of what makes Scotland’s stories so unique and some of the nation’s most exciting contemporary voices at Wigtown Book Festival ?(23 September - 2 October); Figures of Speech from Edinburgh City of Literature Trust and the Scottish Storytelling Centre; (until November); a celebration of the stories of the far north at Northern Stories Festival from Lyth Arts Centre, Wick (7 - 16 October); a bumper Scottish International Storytelling Festival at venues across the country (14 - 30 October) and Tales from the Castle at Stirling Castle (25 - 26 November).

An important strand of activity has been the creation of the Community Stories Fund.?

Year of Stories 2022 Community Stories. Credit VisitScotland / Mark Ferguson

Our inspired partners at National Lottery Heritage Fund, Museums Galleries Scotland and Scottish Government saw the immense potential in working with VisitScotland to create a new fund to showcase and celebrate the widest range of stories from a diversity of community groups and organisations. There was a huge response from every part of the country and in total 181 community organisations were supported to take part in and celebrate the year, spotlighting the unique stories that matter to them. Still to come, you can explore unique stories including; K6 Force - tales of the Muslim regiment stationed in Cairngorms in WWII (Newtonmore Village Hall, 20 September) and Tanuki Tales - Stories from Japan and beyond at the Japanese Garden in Cowden, (Dollar, 1 and 8 October).

The secret of a successful Themed Year is when the widest range of partners use the platform to support and amplify their own objectives.?

Publishing Scotland, the trade and networking body for Scotland’s publishing sector is a superb example, as outlined in this case study.?You can also discover how Destination Marketing Organisations utilised the opportunity alongside associations such as Scottish Tourist Guides Association and public agencies such as Historic Environment Scotland.

Year of Stories 2022 - Industry toolkit

Underlining the excellent industry engagement the Year has achieved, there’s been more than 11,000 engagements with the industry toolkit and the campaign hashtags have been used in social media posts more than 40,000 times.

With so many partners all pulling in the same direction and shining a spotlight on Scotland’s stories, the reach of the campaign has been incredible. By mid-August alone 1,621 items of print and online coverage generated a reach of more than 2 billion and many more millions have been reached by VisitScotland and partner promotions aligned with, or created especially for, the year.

It’s not too late to get involved.?

The industry toolkit has lots of great resources and inspiration for businesses and organisations to take part and events can still sign up to the Partner Events Programme.?The latter is a free, non-funded opportunity that invites events, festivals and exhibitions that align well with the theme to sign up and benefit from the Themed Years platform. To date, more than 130 events across Scotland have signed up for the 2022 Partner Programme, including the Ness Book Festival (6-8 October), Paisley Halloween Festival (27 - 29 October), Orkney Storytelling Festival (27 - 30 October) and Spectacle of Light at Dalkeith Country Park (2 - 31 December).

So, as we enter the final exciting chapters of the Year of Stories, the focus is less on endings and more on new beginnings - of connections formed, stories shared, and partnerships strengthened.

Be part of the story and explore the programme still to come.