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Leisure visits remains the most common reason for visiting Glasgow and consequently presents the greatest opportunity for growth.

Glasgow starts from a position of strength, as the 6th most visited city in the UK. We aim to raise the profile and reputation of the city for leisure tourism, and sustain and grow our success in day visits, the attraction of major sporting events and business tourism.  

1. Culture and Creativity - Driver of profile and visits

Vibrant cultural experiences, as a driver of profile and visits consistent narrative & positioning to differentiate Glasgow nationally and internationally to drive leisure visits and support meetings, conferences & events

2. Customer Experience - Driver of advocacy and economic growth

Tourists need inspiration, information and confidence to explore. A high quality joined up visitor experience encourages longer trips & higher spend. A well designed, legible, vibrant city with a good choice of things to do, places to stay and great public-spaces supports cultural activity and business tourism

3. Business Tourism

Strong credentials and reputation but need to continue to grow and invest in business tourism, grow capacity and keep ahead.

4. Events and Sporting City

Visits to Glasgow are most likely to involve a specific attraction, such as attending a sporting event. The scale of Glasgow's leisure day visitors remains an important year-round, repeat market for the city. Glasgow will continue to inspire, engage and provide experiences which encourage day visitors to return more often, stay longer, and spend more.


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