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Article published 23/07/2026

The Glasgow 2026 Commonwealth Games get underway today with an Opening Ceremony at Glasgow's iconic OVO Hydro, marking the start of 10 days of world-class sport.

From 23 July – 2 August, athletes and para-athletes from across Commonwealth nations will compete across four Glasgow venues.

As Scotland's national tourism and events organisation, our role is to help maximise the opportunities major events create for destinations, businesses and communities. Working alongside Glasgow 2026, Glasgow City Council, Scottish Government and wider partners, we've used the Games as a platform to inspire visits, support businesses and showcase Scotland to audiences at home and around the world.

Commonealth Games mascot Finnie getting the community ready for the Games. Credit: Craig Watson

Putting the Games in front of global audiences

One of the most effective ways we support major events is by using our marketing, digital channels and media relations to raise awareness of the event while showcasing Scotland as a destination.

Partnerships

Existing partnerships have provided a valuable platform to raise the profile of the Games across domestic and international markets.

Recent partnership activity promoting the Games has included a range of campaigns and collaborations, including our Oor Wullie and The Broons Braw Days Oot family staycation campaign, a summer events campaign with News UK, and activity with rail partner Avanti West Coast. The Games have also featured in marketing activity with Expedia and Times Radio, alongside a Booking.com campaign promoting Scotland’s events to French travellers.

 

Media

The Games have been a key theme as we pitch to, and help create inspirational content for national and international media.

One exciting opportunity has been a collaboration with Australian broadcaster, Seven, the network bringing coverage of the Games to audiences across Australia. We supported destination filming for its popular travel and adventure programme The Great Outdoors. Filming took place in April in Shetland, Orkney, the Highlands, Edinburgh, and East Lothian and the series is airing over July and August, coinciding with coverage of the Games in Glasgow.

In February, Games messaging also featured as part of our PR activity to support the Royal Edinburgh Military Tattoo in Sydney, Melbourne and Auckland. The activity generated 162 pieces of coverage with a combined reach of more than 108 million.

VisitScotland channels

We have created Games related content across our website, including homepage banners destination content and a dedicated landing page.

On Instagram, followers could use our Instagram stories to build a Glasgow itinerary, including options for the Games and our email marketing has covered the Games and the Games Festival in several recent newsletters. We have also provided video footage to the host broadcasters to promote Scotland during their coverage of the Games.

This year, we produced a new video to raise awareness of the events sector and the positive impact it has on the visitor economy. Featuring footage from several key events and festivals including the Games, the video has been promoted widely, including being played in 11 Tartan taxis in Boston during the World Cup and on our VisitScotland stand at the 154th Open at Royal Birkdale.

Supporting the tourism and events industry

Helping businesses and partners maximise the opportunities created by major events is a key part of our role in growing Scotland's visitor economy.

As part of our commitment to supporting the Commonwealth Games, this has included:

  • Our Regional Director for Glasgow presenting at business events, highlighting the value of the events industry to Glasgow and Scotland
  • A partnership with Access and Inclusion UK, supporting hotels in Glasgow to strengthen their accessibility provision and enhance the customer experience for every guest and athlete
  • Tailored support and advice through our Business Support Programme to help businesses prepare for and benefit from major events
  • An observer programme developed with Glasgow Life and the Glasgow 2026 team, giving industry professionals a behind-the-scenes look at Games delivery.
  • Funding through our national events funding programme to support an enhanced Merchant City Festival linked to the Games.

Regional Director Lynne Cooper speaking at a Games business breakfast event. Credit: Nate Cleary

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