To that end, the government has renamed the country's annual Tartan Week celebration next month as Scotland Week. Scottish government leaders also want to differentiate the event from New York's annual Tartan Day celebrated by its Scottish residents and descendants, The Scotsman said Saturday.
"Tartan Week has promoted entirely the wrong image of Scotland," one unidentified source said. "It's all been far too shortbread tin. Too many embarrassments."
Tartan Week will now lose its annual Dressed to Kilt fashion show and Scottish Village, while Tartan Day will be limited to a parade and a few other functions. Likely no more filling up on sheep organ-filled haggis before tossing a caber or two, either.
Scottish government officials who will be in the United States next month will take a more serious tone, touting the country's business opportunities.
"Our objectives will be to extend the reach of the celebrations … and showcase modern Scotland," a government spokeswoman said.