According to VisitScotland data, at least 71 per cent of people from overseas who visit Scotland will go to a bar or a pub during their time there.
The same VisitScotland 2011/12 Visitor Survey data shows that 58 per cent or more of visitors to Scotland overall do this.
The survey showed people have a positive idea of Scotland's pubs, especially people from Europe and UK, and further work could be done in encouraging people who already visit the nation to take-in more pubs in their trip, as well as to help such locations to be must-see attractions for people going to Scotland for the first time.
All this has sparked the Scottish Licensed Trade Association and VisitScotland's Scotland's Pubs and Bars – A Story To Tell initiative, which is being delivered by these two organisations as well as Tennent Caledonian Breweries and Diago.
It's a digital initiative, just launched, to mark the part bars and pubs have in distributing stories from Scotland to people who come to the country.
Through an app and a website, visitors are being encouraged to find out about the tales linked to bars and pubs in Scotland. Some 120 such locations feature in the project, and every one of them has a resident storyteller – a member of staff who is able to tell the venue's stories.
"A visit to a Scottish pub or bar is a great way to experience our country’s famous hospitality and that’s what this campaign is all about – finding, celebrating and sharing the finest Scottish stories from our finest pubs and bars," explained VisitScotland's chief executive, Malcolm Roughead.
He added that the response to the scheme had been great and it is hoped that the venues involved will gain the benefit of additional exposure and bring in more guests.
The initiative is match-funded by the VisitScotland Growth Fund, which has proved £55,000 for it.
Scottish Licensed Trade Association chief executive, Paul Waterson explained that his organisation is delighted that the campaign, which is the largest-ever bar and pub promotion for Scotland, had begun.
Scotland has a busy tourism year ahead, including the likes of the Ryder Cup and the Commonwealth Games, which is being held in Glasgow this year.
Berkeley Scott is a specialist hospitality recruitment agency.