The new plan builds on strong progress across the sector and reflects a shared commitment from partners across the city to grow tourism in a way that benefits visitors, businesses, communities and the environment.

Recent figures highlight both the scale of Glasgow’s visitor economy and its growing international reputation as a leading sustainable destination.

Key highlights

• 🌍 Ranked 5th globally on the Global Destination Sustainability Index – the only non-Nordic city in the top five
• 💷 £2.39 billion in direct visitor expenditure
• 🛏️ 4.72 million overnight visitors to the city
• 🌱 68% of hotel rooms now green accredited
• 🎤 2.3 million visitors welcomed to the SEC
• ✈️ Expanded global connectivity, including new North American and European routes

These results reflect the strength of collaboration across Team Glasgow and the continued progress being made in delivering responsible and sustainable tourism.

Cllr Susan Aitken, Leader of Glasgow City Council, said:

Glasgow is a world class tourist destination, and we are bringing together expertise from the Destination Glasgow team and industry partners to make sure that the rest of the world knows it. When we say ‘People Make Glasgow’, that includes the businesses, hotels and event organisers that showcase the best this city has to offer.

Developed with 22 partners, the Glasgow Tourism Action Plan 2026–2028 outlines 48 strategic actions and 153 KPIs aligned to the Glasgow 2030 Tourism Strategy. The plan places increased emphasis on the role of events and culture in shaping Glasgow’s visitor offer, alongside continued focus on sustainability, inclusion and long-term destination development.

Lynne Cooper, VisitScotland Regional Director, added:

The success Glasgow is experiencing is a testament to the collaboration the city has fostered. Recognition as the only non-Nordic city in the top five of the Global Destination Sustainability Index highlights the impact of working together towards responsible tourism ambitions.

Tourism supports more than 37,000 jobs across the city and plays an important role in Glasgow’s wider economic and cultural success. The new plan also reflects a proactive approach to long-term growth, including continued investment in the city centre, the development of the night-time economy and a focus on regenerative tourism.

As Glasgow looks ahead, the Tourism Action Plan 2026–2028 reinforces a shared ambition to deliver a visitor economy that creates lasting value for the city and the people who live and work here.