Scottish tourism secretary Fiona Hyslop has promoted the new V&A Dundee to travel trade and airline contacts during a ministerial visit to Japan.
The attraction opens on Dundee’s waterfront in September, and marks a “unique opportunity to position Scotland as a place to live and work, study, invest and visit to Japanese visitors”, she said.
Designed by Japanese architect Kengo Kuma – who also designed the 2020 Olympic Stadium in Tokyo – the museum is expected to attract 350,000 visitors each year.
The Japanese outbound market is forecast to grow, reaching more than 30 million visits abroad by 2025.
The ministerial visit aimed to strengthen links between Scotland and Japan and showcase Scottish tourism.
Hyslop said: “The links between culture and tourism and Japan and Scotland are perfectly illustrated at V&A Dundee.
“The museum will showcase the best of Scottish design and has made Dundee a must-visit destination. It also demonstrates what can be achieved when our countries work together, with renowned award-winning Japanese architects Kengo Kuma & Associates designing the stunning building in one of Scotland’s vibrant cities.”
Christina Bruns, VisitScotland’s senior long-haul marketing manager, added: “Scotland has many of the attributes that Japanese visitors enjoy – majestic landscapes, castles, whisky, luxury and unique experiences.
“We know that this market is extremely sophisticated, and that their travels are most regularly driven by the need for cultural experience.
“V&A Dundee will create an unmissable cultural highlight and will build on the strong links between Scotland and Japan, encouraging more visits to and from one another’s countries. Our aim now is to extend our famous warm welcome to even more Japanese visitors now and in the years to come.”
Photo credit: Ross Fraser McLean.