New Glasgow Life tourism campaign with Expedia aims to attract more visitors from the USA, Canada and Germany
Glasgow Life has launched a targeted marketing campaign in partnership with global travel leader Expedia aimed at inspiring visitors from the USA, Canada and Germany to consider a future trip to Glasgow.
The initiative is being implemented across three of the city’s core international markets to help drive the recovery of Glasgow’s visitor economy following the impact of the pandemic. Pre-Covid, the USA, Canada and Germany collectively accounted for 236,000 annual tourist trips to Glasgow and some £75 million in visitor spend.
Running until the end of March this year, the fully digital campaign has been designed to broaden awareness of the variety of cultural experiences visitors can enjoy as part of a trip to Glasgow as well as reinforce the message that the city’s tourism and hospitality industry is open for business.
Directing potential visitors to dedicated ‘Glasgow hub’ landing pages on Expedia’s website for their country, the campaign promotes airline access and tickets, hotel offers and profiles several of the city’s world-class visitor attractions and activities, including the £68.25m refurbishment and reopening of The Burrell Collection in March 2022.
Glasgow Life’s campaign upweights a national campaign, which is currently being run with Expedia by VisitScotland, aimed at encouraging more international visitors to consider Scotland in 2022. Glasgow Life and VisitScotland, together with Scottish Enterprise, are the partners collectively delivering Glasgow’s Tourism and Visitor Plan to 2023.
City businesses that are supporting and are profiled as part of Glasgow Life’s campaign include: Hampden Park Stadium and Museum Tour; Celtic Park Stadium Tour; Mackintosh at the Willow; Tennent’s Brewery Tour; City Sightseeing; Walking Tours in Glasgow; Red Bus Bistro; and Discover Scotland Tours.
In addition, the following city hotels are offering promotions for international visitors during the campaign period: Maldron Glasgow; Yotel Glasgow; Novotel Glasgow; Ibis Sauchiehall Street; Holiday Inn Glasgow Airport; Best Western Argyll Hotel; Carlton George Hotel; Charing Cross Hotel; Muthu Glasgow River Hotel; Dalmeny House Hotel; Crown Plaza Glasgow; and Number 10 Hotel.
The ‘Glasgow Hub’ landing pages on Expedia’s North American and German websites can be found at the following links:
- USA: https://www.expedia.com/lp/b/ms-b-dmo-exp-us-glasgowlife2022
- Canada: https://www.expedia.ca/lp/b/ms-b-dmo-exp-ca-glasgowlife2022
- Germany: https://www.expedia.de/lp/b/ms-b-dmo-exp-de-glasgowlife2022
Councillor David McDonald, Chair of Glasgow Life and Depute Leader of Glasgow City Council, said: “Pre-Covid, international tourism in Glasgow reached a record high, with more than 770,000 overseas visitors spending more than £381m in the city. The majority of our international tourists come from Europe and North America – in 2019, Glasgow attracted more North American visitors than Manchester, Liverpool and Birmingham, and almost as many as those three cities combined.
“So it’s hugely important for our visitor economy, and the thousands of jobs that this supports across every part of our tourism and hospitality sector, that we continue to promote the city’s world-class cultural profile to our core international markets. And as one of the world’s leading and most trusted travel platforms, Expedia, is the perfect partner to help amplify our reach and engagement with potential visitors through this joint campaign.
“Last year, Glasgow was named by influential travel publication Condé Nast Traveller as the UK’s best city break destination, and at the same time we were again voted the world’s friendliest city by Rough Guides. From the near £70m refurbishment and redisplay of our iconic Burrell Collection, which reopens in March, to our UNESCO City of Music credentials, or our outstanding galleries and attractions, architectural heritage, thriving and diverse food and drink offer, and the warmth of our welcome, there are plenty of good reasons to visit Glasgow this year.”
- Glasgow is a successful tourism destination – in 2019 Glasgow welcomed 2.5 million domestic and international visitors, generating an associated spend of £774 million for the local economy.
- International tourism in Glasgow reached a record high in 2019 – attracting 771,000 overseas visitors, with record spending at £381m (+9% year-on-year). International expenditure outperformed the Scottish average in 2019; at a national level spending increased 7% YoY to £2.5b.
- The majority of international tourists to Glasgow in 2019 came from Europe (400,000 or 51%) and North America (218,000 or 28%). Year on year, this represents a 12% increase in European visitors and a massive 40% rise in North American visitors.