Destination Glasgow

Destination Glasgow is the city's storytelling agency, helping deliver sustainable growth for Glasgow.

Destination Glasgow is shaping the city's voice to the world.

We are redefining the story of how Glasgow looks, works and competes for the success of our city and its region. This emerging chapter of Glasgow's story is as significant as any in our long and rich history of renewal and reinvention. 

Glasgow is already a truly world-class city, an economic powerhouse which attracts global investors who recognise our exceptional talent, intellectual capital, connectivity, creativity and potential.

Ours is a city with a wide range of emerging sectors across life sciences, space technology, advanced manufacturing, net zero innovation, digital industries and creative enterprise.

Visitors taking part in a ceilidh dance in an ornate historic venue in Glasgow

Visitors taking part in a ceilidh dance in an ornate historic venue in Glasgow

Our vision for Glasgow

Our vision is for Glasgow to be a distinctive, globally visible and successful city, known for its creativity, innovation, culture and people.

By bringing together partners from across the city, we help build a stronger reputation for Glasgow and create the conditions for sustainable economic growth.

Why reputation matters

A city's reputation influences decisions every day.

It shapes where people choose to invest, do business, live, study and visit. It affects confidence, competitiveness and opportunity.

That's why we’re focusing on building Glasgow's reputation over the long term. By sharing real stories, celebrating achievements and creating a clearer understanding of what Glasgow offers, we aim to strengthen the city's position on the national and international stage.

We are a city with many voices

Authenticity matters. Our city already has an incredible brand, one which has emerged from the experience, values and personality of the people who call this place home. 

From cultural organisations and community groups to residents, students and visitors, from entrepreneurs and business owners to investors, every voice adds something unique. Together, these stories create the rich, authentic story of Glasgow.

We believe storytelling is a shared effort. We work in partnership with the city to celebrate achievements, spotlight innovation and share local experiences, to strengthen the reputation of Glasgow.

So, what makes Glasgow unique?

Glasgow is a city global in outlook yet deeply proud of its roots. A city that understand that true success means its people sharing in that success. This is the essence of Glasgow and that is an incredible asset to have. Destination Glasgow will tell our stories in a voice that Glaswegians recognise as their own.

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  • An exterior view of part of the Kelvingrove museum on a sunny day, shows the ornate, Victorian red-sandstone facade of the main entrance. The building is heavilyadorned, the main entrance is dominated by 3 large archways at the top of a few steps. The roof line is decorated with pinnacles, buttresses and turrets. In front of the museum, a sumptuous green lawn, shrubs and trees line the pavement and road in the foreground of the image. A pedestrian crossing and an ornate lamppost are also visible.

    Our culture

    Glasgow’s cultural experiences attract nearly 22 million visitors a year. We have world-class museums, art galleries, festivals, food, architecture and events.

  • Conference exhibition

    Our innovation

    Glasgow city region is one of the UK's fastest-growing innovation and technology centres, with strengths in advanced manufacturing, life sciences and the digital industries.

  • Group of people standing outside a modern red brick and glass building, a museum known at The Burrell Collection. Sun is shining, blue sky and a brick sign behind the group reads The Burrell Collection

    Our talented people

    Glasgow is a major international education destination, welcoming 185,000 students a year from around the world, we have UNESCO City of Learning status for our excellence in lifelong learning and skills development.

  • A large group of musicians perform on stage in front of Celtic Connections logo.

    Our music scene

    Glasgow is Scotland's first UNESCO City of Music, with a vibrant live music scene ranging from grassroots venues to global events which generates more than £75m a year for our economy.

  • Lone cyclist under the trees in the greenery of Glasgow Green

    Our sustainability credentials

    Glasgow is investing in parks, trees, active travel, public spaces and the Avenues programme to create a sustainable, connected future-looking city.

  • Sunny view of the River Clyde and the South bank, with the South Portland Street Suspension footbridge

    Our vision

    Glasgow is undergoing a transformation with significant regeneration projects, new infrastructure, city centre renewal and a clear ambition to become one of the UK's most innovative and resilient economies

Airport exterior with access road and taxis in front

Airport exterior with access road and taxis in front

How we work

We work with a range of partners including:

  • Tourism, hospitality and visitor economy businesses
  • Cultural venues, attractions and event organisers
  • HE and FE, and innovation partners
  • Business organisations and industry networks
  • Transport providers and infrastructure partners
  • Visit Scotland, Visit Britain and national agencies

Sunny cityscape with the Gothic revival-style spire of the University of Glasgow's main building, surrounded by greenery and buildings of the West End, including the Baroque-style Kelvingrove Art Gallery and Museum

Sunny cityscape with the Gothic revival-style spire of the University of Glasgow's main building, surrounded by greenery and buildings of the West End, including the Baroque-style Kelvingrove Art Gallery and Museum

Our strategy

Destination Glasgow is building a city-wide approach that connects business growth and place reputation, destination development, tourism, events and marketing. By working together and sharing Glasgow's story with confidence, we can create new opportunities, attract visitors and investment, and ensure the city continues to grow as a vibrant, welcoming and globally connected destination. 

As Glasgow's storytelling and reputation organisation, our strategy is to:

  • Move from singular marketing campaigns to coordinated reputation management.
  • Champion asset-based storytelling.
  • Create a proof-point library of success stories.
  • Enable partners to tell a consistent Glasgow story.
  • Optimise Glasgow's story for both people and AI systems.
  • Track perception as seriously as economic outcomes.
  • Build long-term trust and awareness with our audiences.

Our governance

Destination Glasgow is managed by Glasgow City Council and the team sits in Economic Development.

Our work supports the city’s inward investment, development, conventions and tourism.

We are funded by the Tourism and Visitor Levy and will publicly report on our activities from 2027.

Our team

We’ve brought together high-performing teams from Invest Glasgow, Glasgow Convention Bureau and Visit Glasgow. We have also recruited colleagues with a track record in finding stories, creating content, building brands and connecting with audiences.

Please get in touch with us below if you would like to talk about opportunities to work together.