Glasgow’s Tourism and Visitor Plan

Launched in 2017, Glasgow Tourism and Visitor Plan to 2023 is the framework for the city’s tourism ambitions.

Glasgow is a successful tourism destination and it is our ambition to grow the economy by increasing overnight leisure tourism visits delivering an associated spend of £771 million to the city’s economy.

To deliver this target, Glasgow’s biggest opportunity for growth has been identified as leisure tourism. Glasgow is Scotland’s cultural powerhouse. As a UNESCO City of Music and one of the world’s top five sporting cities, Glasgow is home to world-class museums, galleries and attractions; a rich architectural heritage and a thriving and diverse food and drink scene.   Its outstanding programme of events and festivals is recognised globally and the city is a first-choice destination for more than two million tourists every year.

We will prioritise positioning Glasgow’s cultural tourism offer in key UK and international markets. Overseas visitors also come to see the best of Scotland, so Glasgow will position itself as the ‘Gateway to Scotland’ to stimulate total tourist numbers and spend.

Undeniably, at the heart of the city’s success are its people. Glaswegians are renowned the world over for their friendliness, kindness, warm welcome and good humour.

And with an ambitious Tourism and Visitor Plan, which aims to attract one million more tourists annually by 2023 and position the city as the Gateway to Scotland, Glasgow will continue to strengthen its global reputation in the years to come as a vibrant, culturally-rich destination with an unrivalled visitor experience and world-class customer service.

Strong partnership working and collaboration across public and private sector stakeholders as well as academia is key to the delivery of the plan.