THE "biggest ever celebration of Scotland's achievements and culture" was launched yesterday, as the First Minister unveiled plans for a Year of Homecoming.
Cultural, sporting and historical events are to be staged throughout 2009 to coincide with the 250th anniversary of Robert Burns' birth.
Alex Salmond said some 100 million people with "blood links" to Scotland would be targeted to try to persuade them to visit the country. The celebrations will also be aimed at anyone with a passion for, or an affinity to, Scotland.
Events include the world's biggest clan gathering, the biggest celebration of Scotch whisky and the most extensive exhibition of golfing memorabilia.
Mr Salmond said that Homecoming Scotland offered an unprecedented opportunity for the nation to realise its potential, but he told The Scotsman it would not be used to help press the case for independence.
It is hoped the events of next year could be built upon to provide a continuing annual boost from a celebration of Scottish culture, tapping into the ongoing support of the Scottish diaspora.
There has been criticism that Scotland has failed to capitalise on its identity abroad, faring badly in comparison with Ireland and St Patrick's Day.
The Year of Homecoming could also build on the success of the GlobalScots network, set up to tap into those Scots with key roles in some of the world's leading companies.
Mr Salmond urged Scots around the country to play their part in making the initiative a success by urging friends and relatives to return home next year to join the festivities.
"I want to urge everyone in Scotland to play their part in what will be the biggest ever celebration of Scotland's achievements and culture, and our ties of family and friendship around the world," he said.
"Anyone who takes pride in Scotland should spread the word of Homecoming Scotland 2009. It will be an unmissable year. I've heard various estimates of the size of the Scottish diaspora – what I prefer to think of as the Scottish family – and it won't be far short of 100 million people around the face of this planet."
The event will get under way around Burns Night on 25 January.
Mr Salmond said a host of big-name celebrities backing the event would be unveiled in the next few months.
The £5 million initiative is being masterminded by EventScotland, the Scottish Government agency. A series of established events have also received funding to either expand next year or to stage special Homecoming Scotland elements.
It is thought more than 10,000 overseas visitors will be attracted to the biggest single event, a gathering of the clans in Edinburgh's Holyrood Park in July. The entire Homecoming Scotland celebrations could attract more than 100,000 people with Scottish roots, although organisers insist it is too early to make official predictions.
It was announced yesterday that more than 100 officially endorsed events will be staged during the Year of Homecoming, which is forecast to pump £40 million into the Scottish economy.
Homecoming Scotland will reach its climax around St Andrew's Day, when DF Concerts, the organiser of T in the Park, will use every available hall at the SECC in Glasgow for an event showcasing Scotland's leading rock, pop and folk acts.
The celebrations have already been heavily promoted overseas at events such as Tartan Day in New York, but VisitScotland said efforts would start in earnest next month.
Two specific markets are being targeted – "blood Scots" with Scottish ancestry and "heart Scots", who have an attachment to Scotland's culture, people or attractions like whisky or golf.
About 2,500 "diaspora" organisations are already on an official marketing database, while major advertising campaigns are being planned for the autumn in the United States, Canada, Australia and New Zealand.
Peter Lederer, the chairman of VisitScotland, said: "There's no doubt this is Scotland's biggest ever single promotional campaign and it's an absolutely massive opportunity.
"Two key things will make it a real success. We have to really engage everybody in Scotland to get them involved in events and also get them spreading the word to family and friends. We also have to ensure there is a proper legacy from 2009 and that we build the momentum we get from the events that are staged next year."
Paul Bush, the chief executive of EventScotland, said: "Our events fund was well over-subscribed and we did have to turn down quite a number of applications. Although we've no further funding available for events, it's not too late for anyone to stage an event or become part of Homecoming. They should contact us to see how we are able to help them become part of the celebrations."
Marie Christie, Homecoming Scotland's project director, said: "The programme we've announced is just the beginning of the Homecoming story, and over the coming months we will be releasing more information and bringing more partners on board.
"We think there's something in the programme for everyone and we hope Scots, and those who love Scotland, at home and abroad, will join the celebrations in 2009."
Sheena Wellington, a Burns expert and folk singer, said: "It's a shame that not all of the Burns events that are happening next year will be part of the official programme. But there does appear to have been an attempt to truly celebrate Rabbie's legacy."
Other key events in year of celebrationJANUARY'S Celtic Connections festival, in Glasgow, will be the launch pad for the celebrations with its biggest-ever concert, featuring a host of international acts whose work has been influenced by Burns, above. The festival will also hold a Burns-Caribbean carnival night.
Five of Scotland's leading young traditional composers will join forces for a gala concert by the Royal Scottish National Orchestra.
Other events: On 25 January a Homecoming Scotland Burns Supper will be held in the Bard's native Ayrshire, and a series of spectacular lantern parades through Dumfries.
The National Library of Scotland will host an exhibition from March showcasing the worldwide legacy of Scots music, while it is hoped big-name stars will be lured to the Glasgow International Comedy Festival, also in March.
April will see a festival celebrating the life and legacy of the Scots-born conservationist John Muir, left, staged throughout his native East Lothian. The Inspired exhibition at Glasgow's Mitchell Library will feature new art inspired by Burns, created by Tracey Emin, right, John Byrne and David Mach.
May will see the start of the biggest-ever celebration of the Border Common Ridings.
May has also been designated "Whisky Month", with events including Islay's Malt and Music Festival and the Spirit of Speyside Whisky Festival.
To coincide with the 138th Open Championship at Troon in June, an exhibition of golfing memorabilia will go on display in Ayr.
The Outsider Festival, first staged in 2007 near Aviemore, will be making a comeback in 2009.
July will see the world's biggest clan gathering staged at Holyrood Park, in Edinburgh. The event will also embrace the biggest Highland Games ever and a spectacular pageant on Edinburgh Castle Esplanade.
The Classic Malts Cruise, also held in July, will see sailors from around the world tour the distilleries of the west coast, while "Art on the Map" will see visual art celebrated throughout the Hebrides.
Strathclyde University will also host Scotland's first international genealogy conference in July.
In August, the Edinburgh International Festival will explore how the world's great artists and performers have been influenced by Scotland, while the capital's book festival will look at the legacy of Burns and the Scottish Enlightenment. Glasgow's Piping Live! festival will celebrate the music of the clans.
September will see Scotland's youth performing arts companies join forces to bring the epic poem Tam O'Shanter to life, while Barra will host the first Whisky Galore Festival. Musical celebrations in September include Blas, across the Highlands, and the Angus and Dundee Roots Festival.
A theatre production will be staged on the banks of the Clyde in October, celebrating the river's heritage with spectacular effects, fire and live music. A two-week Festival of Highland Culture will be staged in Inverness.
November will see a festival of "new music" make its debut in Aberdeenshire, while the nationwide Whisky Week will climax with the Whisky Live event in Glasgow.
The Year of Homecoming will close with a nationwide celebration of Scottish music around St Andrew's Day, the centrepiece of which will be a rock and pop event using all the venues at the Scottish Exhibition and Conference Centre in Glasgow.
The 20,000-capacity event will feature the cream of Scotland's musical talent.
HOW TO JOIN INEVENT organisers, businesses and individual Scots are being urged to make Homecoming Scotland a success.
Although no more funding is available for official events, Homecoming Scotland can still help promote new events being held throughout the year-long celebration.
Businesses are able to download promotional material for the "year of homecoming" from the official website to use in their own marketing initiatives. Anyone interested in helping to promote Homecoming Scotland to friends or family overseas can send them an official e-invite through the website,
www.homecomingscotland 2009.com, which also has a full list of all the major events.
