This is how Dundee advertised itself to the world in the 1990s and 2000s

Picture: University of Dundee Archive Services

Before the V&A, the waterfront transformation, and the global attention, Dundee’s tourism scene looked very different.

In the 1990s and 2000s, the city was in a period of slow but steady reinvention - recovering from industrial decline and trying to reintroduce itself to the world.

But how did Dundee actually market itself to visitors during that time?

City of Discovery brand identity

In the 1990s, Dundee adopted a new slogan: City of Discovery. At the heart of this branding was the RRS Discovery, the ship that carried Captain Scott to the Antarctic and returned home to Dundee in 1986.

With the ship docked at Discovery Point which opened in 1993, Dundee positioned itself as a city of exploration, innovation, and history.

The campaign aimed to reshape the city’s image - from one struggling with post-industrial decline to one focused on progress.

Tourism brochures and guides highlighted Dundee’s maritime heritage, its growing university sector, and the beginnings of its cultural revival. It wasn’t flashy, but it was a clear attempt to move forward.

This was what dundee.com looked like in the late 1990s.

Dundee’s tourist marketing during those decades prominently highlighted several key attractions that draw visitors to the city.

Among those Discovery Point, which swiftly risen to become a flagship destination at the time, captivating tourists with its unique offerings.

Another notable highlight was The McManus, formerly known as the Albert Institute, which celebrates the rich cultural history and artistic heritage of the area.

Verdant Works would then open to the public as the UK’s only jute museum in 1996 after being purchased by Dundee Heritage Trust before Dundee Contemporary Arts and Dundee Science Centre (opened as Sensations) would welcome visitors at the end of the 20th century.

Marketing was mostly done through printed leaflets, tourism booklets, and partnerships with VisitScotland.

While large-scale campaigns were rare, Dundee’s materials often focused on heritage, education, and family days out - quiet confidence rather than bold claims.

Radio adverts played by Tay FM used this theme with fun adventurous music when explaining to visitors what to see and do, with venues such as Camperdown, Mills Observatory and much more being featured.

Turn of the millennium

By the 2000s, Dundee was starting to build the blocks of its modern identity. The City of Discovery message remained, but new attractions and a growing reputation in science and the arts began to shape how the city was presented to visitors.

Sensations (now the Dundee Science Centre) opened in 2000, appealing to families and school groups.

The brand new DCA gained national attention for its film screenings, exhibitions, and creative workshops. The city also quietly promoted its proximity to St Andrews and the wider golfing region, tapping into international interest.

Tourism marketing in the 2000s was still fairly traditional - print guides, regional advertising, and early websites.

This was also a time when Dundee’s future was starting to come into focus.

The seeds of the Waterfront regeneration were being planted, and the city was beginning to define itself as a hub of creativity, learning, and quiet resilience.

Looking back

Tourism campaigns in 1990s and 2000s Dundee may not have been high-budget or high-profile, but they tell a story of a city that was steadily rebuilding its identity.

Before the V&A and the global headlines, there was the Discovery, the jute mills, the science centres, and a community working to change the narrative - one visitor at a time.