Glasgow Tourism and Visitor Plan to 2023

Glasgow is a successful tourism destination, attracting over two million tourists per year, spending £482 million. On an annual basis, the city also attracts 20 million day visitors with an expenditure of approximately £1 billion. It is our ambition to grow the economy by increasing overnight leisure tourism visits by one million over the next seven years. Achieving three million overnight visits per year by 2023, will deliver an associated spend of £771 million, and contribute an additional 6,600 jobs in the city.


This plan will also help deliver Scotland’s target of an additional £1 billion of visitor expenditure per year by 2020. Furthermore, our ambition will align with the Glasgow City Region City Deal and support the growth of the region’s economy.


To deliver the target, the Glasgow City partners (Glasgow Life, Glasgow City Council, VisitScotland and Scottish Enterprise) have identified that Glasgow’s biggest opportunity for growth is in leisure tourism. 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.


The plan will also promote the city as a place to study and work and capitalise on the unique characteristics of Glasgow’s greatest asset, its people. The award winning city brand PEOPLE MAKE GLASGOW captures the unique identity, and in combination with VisitScotland’s Spirit of Scotland campaign, there is a perfect opportunity to showcase unique products and experiences in priority domestic and international markets.


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