The campaign highlights some of the exciting visitor experiences across the area during the summer tourism season from major attractions and tours to hidden gems and outdoor activities.
Kicking off this week (Tuesday 22 July), and running for the next six weeks, the council will be showcasing a different theme each week on its social channels and a unique experience each day.
Stirling was recently crowned Scotland’s cultural capital, while travel specialists Lonely Planet rated Stirling as Scotland’s top tourism destination.
The Stirling Council area includes parts of Loch Lomond and the West Highland Way, both of which also featured highly on the Lonely Planet list.
A number of businesses and projects in the Stirling area have been recently shortlisted for VisitScotland’s prestigious Scottish Thistle Awards, including:
Thousands of people watching Shania Twain perform at Stirling Summer Sessions in 2024. Credit Stirling Council / Whyler Photos
This new campaign launches as new research show record visitor numbers for Stirling in 2024 (above the pre-pandemic peak in 2017). The metrics clearly demonstrate a consistent growth across a range of key indicators.
Over 10%
more visitors to Stirling in 2024 than in 2023
£712.4 million
total economic impact for the region
4.662 million
people visiting Stirling in 2024 (Stirling’s 900th anniversary year)
£45 million
of an additional economic impact from tourism across Stirling
6.7%
more additional economic impact from tourism across Stirling in 2024 compared to 2023
£506.6 million
direct expenditure in the Stirling area 2024
6%
increase direct expenditure in the Stirling area in 2024 compared to 2023
3%
increase in the number of days visitors spent in the Stirling area
Source: the Scottish Tourism Economic Activity Monitor (STEAM)