​The Royal National Mòd 2024 held in the Scottish seaside town of Oban in October generated a £3.6 million economic boost, doubling the estimated impact from the previous year, exceeding anticipated targets and surpassing figures for the past five years.

This year’s economic impact report carried out by experts at Tourism Resources Company on behalf of organisers An Comunn Gàidhealach found the premier event celebrating Gaelic language and culture welcomed around 9,000 attendees for what was the largest attendance at the event in five years.

The positive impact on the reputation of and interest in the Gaelic language was found to be significant. Of 464 event attendees surveyed, 78% felt the Mòd led them to believe more strongly in the importance of Gaelic. For 64% it has increased their awareness and 60% their understanding of Gaelic arts.

The Oban Mòd also stimulated greater use of the language in daily life, with 67% encouraged to improve their Gaelic language skills and 65% inspired to use Gaelic more often. For 53% it enhanced their Gaelic skills and inspired 72% of respondents to attend Gaelic events and activities more frequently.

The event and Gaelic language’s ability to improve people’s wellbeing and tackle social isolation was also a major theme of the report. The Mòd was beneficial to the mental health of 71% of those surveyed, encouraged 75% to engage socially, and for 80% was a great way to meet friends.

Oban also benefited greatly from hosting the 132-year-old event for the seventeenth time, with 96% rating the town as very good or good as a host destination as Oban lived up to its reputation as the ‘cradle of the Mòd’. Almost all those surveyed, 98%, visited local restaurants, cafes and pubs, 90% visited local shops and 78% spent time at local visitor attractions and places of interest.

Visitors were impressed by the event’s organisation, with 90% rating this as good or very good, while 94% rated it highly for its overall buzz and atmosphere, reflecting its strong sense of community spirit.

Spanning over 12 venues throughout the west coast town from 11 - 19 October, Scotland’s annual celebration of Gaelic language, sports, art, and culture welcomed more than 2,700 participants to compete in around 200 competitions. The annual spectacle now moves to Lochaber in 2025 for its ninth visit.

James Graham, Chief Executive Officer of An Comunn Gàidhealach, said: “This report firmly demonstrates that both the Mòd and the Gaelic language are crucial economic and cultural assets to Scotland. The Oban Mòd was a hugely successful event and to see the far-reaching benefits that this has brought to our host town, local businesses and Gaelic speakers, learners and supporters alike, fills us with an immense sense of pride. It’s fantastic to see Oban so highly thought of in this survey – the town rolled out the red carpet for us and we are incredibly grateful to all those who made the event such a success. We now look towards delivering the same results in Lochaber in 2025 and continuing to showcase our language and all that it has to offer.”

Deputy First Minister Kate Forbes said: “The success of this year’s Mòd demonstrates how promoting Gaelic goes hand-in-hand with growing the economy.
“There are thousands of Gaelic speakers around the world, making the language a unique selling point for attracting visitors into Scotland.
“To grow the language, we have allocated an extra £5.7 million for Gaelic in next year’s draft Budget. We are also progressing the Scottish Languages Bill to strengthen the provision of Gaelic education.”

Councillor Jim Lynch, Leader of Argyll and Bute Council, said: “This year, 2024, has been a fantastic year for Oban. The town has opened its arms and welcomed people from all over the world. With the Mòd and the Clipper Race, we’ve shown yet again we can host large-scale, quality, high-profile events. It’s been fantastic for our businesses and the town’s reputation. As Scotland’s Town of the Year, and home of the Mòd, we congratulate the organisers on its success and look forward to welcoming it back many more times to come.”

Rebecca Edser, Head of EventScotland, said: “The Royal National Mòd in Oban has been a great success, showcasing the richness of Gaelic language, music, and culture while bringing social, cultural and economic benefits to the region. Events play an important role in our communities, allowing us to connect, share and enjoy memorable experiences. EventScotland is proud to have supported The Royal National Mòd through our International Events Programme, helping to ensure the Gaelic language continues to thrive and inspire audiences locally and internationally.”

Ealasaid MacDonald, Ceannard (CEO), Bòrd na Gàidhlig, said: “Every year The Royal National Mòd generates enormous value in towns and cities across Scotland, both culturally and economically. This year’s Mòd in Oban was no exception and demonstrated the importance and impact of the Gaelic language, our culture and the Mòd itself to Scotland and to our communities.”

Donald MacLean, Convener of the Oban Mòd Local Committee said: “This official report confirms what many of us know “unofficially” – that, as its cradle and home, Oban knows how to host a sensational Mòd. It attests not only to the richness and appeal of our distinctive heritage and culture, but to the significant community benefits of developing it further. I am eternally grateful to members of the local committee, all of our volunteers, the pubs, cafes, shops, hotels and all forms of organisation locally who pulled together, making the town buzz with excitement and creating a real festival atmosphere. I am hopeful that we can build on the Mòd’s success and energy into the future.”

This year’s Royal National Mòd in Oban was supported by EventScotland, Bòrd na Gàidhlig, Argyll and Bute Council, The Scottish Government, Caledonian MacBrayne, BBC ALBA, Creative Scotland and SQA.

The Royal National Mòd returns to Lochaber in 2025, from 10 - 18 October.

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