American interest in bagpipes has surged following the Tartan Army's World Cup invasion

Published: 17:29, 18 August 2026 | Updated: 17:32, 18 August 2026 It is the sound that accompanied the Tartan Army as they charmed America during the World Cup. And now it seems bagpipes have struck a chord across the Atlantic, with interest in the instrument surging in the United States. Online searches for ‘bagpipes’ and ‘piping Scotland’ have shot up among American internet users, VisitScotland analysis found. The spike comes after the Tartan Army charmed America as they followed the squad around during the World Cup. Cat Leaver, VisitScotland’s director of strategy and competitive intelligence, said: ‘Bagpipes are one of our most iconic cultural assets. ‘As demonstrated in Boston and Miami this summer, that unmistakable sound stops people in their tracks, sparks curiosity, and gives people a memorable connection to our culture, helping drive tourism and support local communities across the country.’ The tourist board said it found searches for ‘bagpipes’ increased by 22 per cent and ‘piping Scotland’ by 120 per cent in July this year compared to the same in 2025. The Tartan Army on the march to Boston's Fenway Park baseball stadium  The Scotland fans also took the bagpipes to the streets of Miami During Scotland’s time in the World Cup fans built up a reputation as being some of the best supporters at the competition, with locals falling in love with the side. It was the unmissable sound of bagpipes that marked the arrival of thousands of Scotland fans, with one Boston neighbourhood woken up by the sound of the instrument at 6.30am. One of the most memorable events of the summer when the Tartan Army took over Fenway Park, home of the Red Sox baseball team, but only after a huge bagpipe parade to the stadium. Brian Morgan, president and drum sergeant of the Stuart Highlanders Pipe Band based in Wilmington, Massachusetts, said: ‘The Tartan Army gave Boston and Miami a very different experience of what bagpipes can bring to a celebration. ‘I think many Americans often associate bagpipes with solemn occasions, but the World Cup provided an opportunity to experience them in a completely different way, like the march to Fenway Park, where the pipes loudly and proudly led the way. Mr Morgan, who joined the parade to the baseball stadium, added: ‘People quickly discovered that the pipes aren’t just something you listen to, they’re something you experience. ‘Bagpipes instantly become part of the celebration and helped pull people into it, whether they had a connection to Scotland or not.’ It is not just searches which have spiked, but visits to websites too. The Piping Live! website saw web visits leap by 220 per cent in July this year compared to the same month in 2025.