Rabbie Burns generates more than £200million for the Scottish economy every year, according to research by academics.
The Bard is comparable only to Shakespeare for the amount of literary tourists he draws in.
Burns, who died in 1796, is best known for penning Auld Lang Syne.
Some 9.5million people attend Burns Suppers annually and the January 25 celebrations generate £11million in Scotland.
In total, the Bard’s “brand” is worth nearly £140million a year.
A Glasgow University study found that Burns is worth £203million annually.
Robert Burns Birthplace Museum in Alloway, Ayr, is second only to Shakespeare in UK writers’ museums in visitor numbers.
