But the recent issues with Lockerbie could do damage, as Americans just cannot begin to understand the decision. Perhaps this role-play will help those who work in Scotland’s £4.0 billion tourist industry:

American: My customers want to cancel their trips!

Scot Tour Operator: It’s awful. Millions of Scots are outraged too, but in a democracy, that’s the breaks. I read where some Americans are angry Squeaky Fromme got out of prison this same week! I do know the Scottish government will think long and hard before something like this happens again. (Conversation ends, topic switches.)

This is an excellent opportunity for Scottish tourism, but they must begin a new conversation with the American traveler. So what do you do? Visit Scotland and the Scottish Tourist Board need to come up with tourism web content and themes that resonate with forgotten audiences. They must tell stories. Here are some of initial ideas:

1. Talk to the elites. Scotland should not be afraid of telling the story of its elites. Remember, millions of Americans saw Four Weddings and a Funeral and wanted to be at that Scottish wedding party RIGHT THEN. So even smaller stately houses with very minor titled Scots have enormous appeal to Americans. Remember that stately houses in the U.S. are small, and no one has a title. Visit Scotland needs a multi-faceted program to talk one-to-one to them, and not just sell them Scotch whiskey and overpriced golf tours. By the way, Donald Trump holds no appeal to this crowd.
2. Do not ignore Lockerbie. There will certainly be some who want to play down the Lockerbie anniversary, but don’t run away from it.
3. Tell stories of Scots who left for America. Through American history, there are thousands of notable Scots and those of Scots descent who made history in the United States. These characters appeal to every part of the political spectrum, from super-rabble rousing “Give Me Liberty” patriot Patrick Henry to the liberal Virginia Democrat Sen. Jim Webb.
4. Show them Adam Smith, capitalism and industry. Scotland is the birthplace of capitalism and has a history of finance, banking and entrepreneurship and Enlightenment figures like Smith and David Hume. This is a tourism message that resonates with America’s right, and with every business owner in the United States. Any tourism content that stresses Scotland’s invention of capitalism would work perfectly in the U.S. and help to reinvigorate the beloved image of the Scottish entrepreneur. In tight times, it’s hard to justify a golf trip, but a trip with golf that includes Scotland’s intellectual leadership? That’s bankable. Plus, think industry, from New Lanark to Firth of Forth bridge and Tunnock’s Bakery.
5. Talk to the beer drinkers. The “real ale” movement that swept the British Isles had a different effect in the U.S. In the U.S., prohibition closed most regional breweries and thousands of brewpubs opened up in the U.S. The millions who go to these brewpubs are a perfect audience for Scotland tourism. Currently, the drinking of Scotch is the alcohol most promoted, and there is nothing wrong with that. But the “real ale” crowd (they call it beer) would do different things; hiking, outdoors and biking. Web content needs to be centered around regional food, outdoor activity and authentic experiences.
6. Use the clans. Scotland’s clan leaders have enormous influence within the class of Americans who claim descent from clans. The sort of American who goes to Scottish games and celebrates Scottish heritage cannot be put on a political spectrum, but you can say easily that there are two parts to it. There is the more liberal academic Scotia-file, the sort of person who admires the folk music and the small nuances of culture of Scotland. And then there is Caber Tossing American, the rough-exterior American who goes to Scottish games and loves to dress the part. This Caber American appreciates the boldness of the Scots. Both audiences see Scotland as the Pilgrimage of a Lifetime.
7. Tell the story of medicine: Scotland is the birthplace of modern medicine. Tourism that speaks to today’s physicians would help to change the message. The American physician is overwhelmingly male and of course, wealthy. They long have appreciated Scotland for golf, but touching the history of early medicine in web copy and public relations would help to inspire them in a  different way. Is there continuing education for doctors and nurses? Publicize any and all of it.
8. Continue to promote architecture and design: The mania for collecting, crafts, architecture and design goes to every level in the U.S. Scottish tourism officials have done a good job over the years promoting this, but more can always be done. The key here is to highlight the people working in these fields today.
9. Enlist the Presbyterian Church. The Presbyterian Church in the U.S.A. encompasses liberal congregations and conservative, and many in between. The Scottish tourism community needs to connect with all factions of the church leadership, to encourage visits relating to Scottish church history. The Scottish Reformation is an exciting period, and the hundreds of thousands of devout Americans who are inspired about it can literally walk in the footsteps of John Knox, and a slew of newer evangelists like William Irvine. And it is not just Presbyterians. Americans of recent years have drawn inspiration from St. Columba, Iona and a new sort of Celtic Christianity represented by the Iona Community. It’s all very Eric Liddell, and evangelical America eats it up. This is a large audience not only in the U.S., but in Canada, Australia and New Zealand. They all will still travel to Scotland, if encouraged.

About the Author: Chief Content Editor Garland Pollard has worked in tourism content development in Florida and in his native Virginia. He has spent much time in Scotland. As a child, he personally heard Scottish historian and writer Nigel Tranter tell the story of the theft of the Scone Stone, and various other Scottish nationalist stories. Email Chief Content Editor Garland Pollard for insight and ideas. Or call me at (703) 745-8602.