International strategy: annual report 2024 to 2025
Annual report on delivery of Scotland’s International Strategy, highlighting progress made during the 2024 to 2025 reporting year.
International Strategy in action: EURO 2024 in Germany
The Scottish Government Germany office undertook an ambitious six-month programme in preparation for EURO 2024, taking advantage of the visibility afforded Scotland by being drawn against Germany for the opening match to advance Scottish interests in Germany across all three of our headline international objectives. This effort spanned the period from the group stage draw in December 2023 through to the conclusion of the group stage in June 2024.
With strong support from the Scottish Government’s Communications and Brand Scotland teams, and from SDI and VisitScotland, the Germany team delivered a programme comprising three ministerial visits, a multi-city cultural programme, a suite of Scottish Connections themed events in partnership with members of the Scottish diaspora in Germany and two joint events with the British Embassy in Berlin.
Economy, trade and investment
Our main business objective for the tournament, developed in partnership with SDI, was to advance export opportunities for Scottish green hydrogen, where Germany is set to be a key market. We aimed to strengthen links with technology providers and research partners, using the visits of the First Minister and the Cabinet Secretary for Constitution, External Affairs and Culture as catalysts.
The First Minister and the Cabinet Secretary led hydrogen-themed discussions in Munich and Stuttgart respectively.
In Munich, the First Minister hosted a roundtable with H2B, Bavaria’s hydrogen industry convener, at the office of one of our Munich-based GlobalScots, connecting with 11 prominent German energy companies and addressing questions from current and prospective investors. The roundtable drew substantial visibility to Scotland’s green hydrogen offer in southern Germany, building on Scotland’s existing hydrogen cooperation agreement with Bavaria. The session forged and deepened relationships with a major prospective off-taker, six potential supply chain contributors with limited prior ties to Scotland, and four existing investors; among its immediate results was the offer of a prominent speaking role to the Deputy First Minister at the Hydrogen for Life conference in London, which she took up in November 2024.
A week later, the Cabinet Secretary led a hydrogen research roundtable in Baden-Württemberg, Germany’s research capital, with institutions including Karlsruhe Institut für Technologie, e-mobil BW, EnBW, ZSW and Fraunhofer in attendance. Hosted by BW International, the event connected stakeholders with a Scottish delegation from Aberdeen’s Net Zero Technology Centre and Strathclyde University, and sparked agreement for regular follow-up discussions.
The atmosphere around the tournament also presented a platform to showcase Scottish tourism and food and drink to German consumers, especially with the spotlight on Scotland during the high-profile opening match and the warm reception which thousands of Scottish supporters received in our three match cities. This was delivered in collaboration with VisitScotland, SDI and the British Embassy in Berlin.
The Scottish team in Germany collaborated with the British Embassy to co-design the FCDO’s public viewing event to mark the opening match in Munich. As well as displaying the Brand Scotland marque, the team partnered with VisitScotland to design a highlight reel of Scottish landscapes and attractions, which played on a loop to an audience of around 3,000. When surveyed, the majority of attendees said they had never been to Scotland, but 70% said that they would be more likely to do so in future – a potential boost of over £1 million in economic activity based on VisitBritain average spend figures.
With UK Government funding via the FCDO, the team also worked with SDI and a Germany-based Scottish chef to design a Scottish themed menu, which was served in Munich alongside traditional German fare. They also secured a high profile sponsorship opportunity for Walkers Shortbread.
Climate change, biodiversity and renewable energy
EURO 2024 was promoted by UEFA and Germany as the greenest tournament ever held. The Scottish Government’s programme of activities in Baden-Württemberg aligned with this messaging, focusing on themes of climate change and biodiversity.
Like Scotland, Baden-Württemberg is an active member of the Under2 Coalition, which is committed to reaching net zero emissions by 2050 or earlier. During his visit, the Cabinet Secretary strengthened ties in sustainability, culture and academia, and advanced joint efforts ahead of COP29.
In Stuttgart, he met Baden-Württemberg’s Minister-Präsident, agreeing to prioritise cooperation on climate, renewables and innovation, and also reached an in-principle agreement with Baden-Württemberg Economy Minister Dr Nicole Hoffmeister-Kraut on future joint communications to enhance public acceptance of climate change measures. A return visit to Scotland by Minister of Science Petra Olschowski in October 2024 furthered this partnership.
The Cabinet Secretary also visited Staatsgalerie Stuttgart to engage with stakeholders from Baden-Württemberg’s Green Culture Initiative, which is an innovative model that applies industrial carbon standards to cultural institutions. First implemented at the Staatsgalerie, the initiative has since expanded across the region and nationally, forming the basis of Germany’s CO₂ standards for the cultural sector and offering an exciting opportunity for policy exchange with Scotland.
Reputation, influence and relationships
EURO 2024 significantly improved Scotland’s reputation in Germany, mainly due to the positive behaviour of around 200,000 visiting Scottish supporters: the city of Cologne went as far as to set up its own Tartan Army faction, so enthusiastic was their response to the Scottish fans.
Team Scotland in Germany capitalised on this through a programme of cultural and sports diplomacy. This promoted Scottish Connections and amplified Brand Scotland, highlighting socially positive initiatives in ministerial engagements to reflect Scottish values.
Preparation for the tournament, and the programme of ministerial visits, supported Scotland’s reputation by consolidating relationships with key stakeholder groups in Germany, and providing the opportunity to forge and deepen relationships at the highest levels of German politics and society (the First Minister spent the opening match with the German President and multiple members of the German federal Cabinet, for example).
The tournament also provided a valuable platform to promote Scottish culture. Demand from organisers in Berlin and host cities, especially on Scotland matchdays, enabled Scottish Government Germany to showcase Scottish artists. In Berlin, the team collaborated with Showcase Scotland to platform Scottish bands Talisk and Assynt in the main fanzone, where they performed before an audience of up to 10,000. Working with the British Embassy to leverage GREAT brand funding, the team also curated an Edinburgh Festival Fringe showcase to promote Scottish festival tourism. This was staged in the main fanzone at the Brandenburg Gate, again displaying the Brand Scotland marque. Two Scottish bands and a 20-piece bagpipe band also performed at Munich’s public viewing event for an audience of around 3,000. The Scottish Government team also worked with Scottish diaspora in Berlin to host a series of Scottish Connections-affiliated match screenings in Berlin’s Kulturbrauerei, and supported the Tartan Army and partners in Rhineland Palatinate to organise a Scottish cultural day in Düsseldorf, featuring talks on our football links, a ceilidh and a musical performance by Scottish artists.
Scotland’s participation, particularly in the high-profile opening match, created exceptional opportunities for political engagement at both regional and federal level. In Brussels the Scottish Government team co-hosted a screening of the opening match at the Bavarian Representation to the EU, welcoming around 300 guests. The overall programme of events helped build lasting relationships across sectors, laying a strong foundation for continued collaboration beyond the tournament.