Glasgow launches new tourism action plan for 2026-2028

A new Tourism Action Plan for 2026-2028 was launched today, building on recent successes and setting out a vision for growth, sustainability, and global recognition.

The plan follows Glasgow’s highest-ever ranking in the Global Destination Sustainability (GDS) Index, where it jumped seven places to reach fifth—the only non-Nordic city in the top five and one of just two UK cities in the top 20.

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.

"Destination Glasgow is working with 22 industry partners to ensure that our tourism strategy is built from those that have the best on-the-ground knowledge.

"When we say ‘People Make Glasgow’, that includes the businesses, hotels, and event organisers that showcase the best this city has to offer."

Dom McKay, chief executive of the SEC and chair of the Glasgow Tourism Advisory Forum, said the city's recent growth is closely tied to its ability to host major international gatherings.

He said: "Glasgow has been growing its profit and position in recent years through the number and variety of major events it has been hosting.

"Glasgow is one of Europe’s major event cities, with the SEC hosting 52 conferences, 55 exhibitions, and 269 live performances last year.

"As a UNESCO City of Music, Glasgow is recognised as a world leader in music events, bringing with it not just investment that can be seen in jobs, but a culture that showcases the best of Glasgow to the world, as well as welcoming 2.3 million people to our campus."

The city's tourism sector has seen direct visitor expenditure reach £2.39 billion, a 1.9% increase on 2023.

Overnight visitors have totalled 4.72 million, up 20.8% compared to 2023.

Moreover, Glasgow Airport has secured two new North American routes, eight new European city routes, and multiple new leisure routes.

Kam Jandu, chief executive officer of AGS Airports, said: "The recent significant expansion of our route network with 26 new routes and services—including two new North American services and considerable additional European and leisure connections—reflects growing global confidence in Glasgow.

"This enhanced connectivity means the world is now even closer to everything this city has to offer."

Much of this growth and recognition is underpinned by Glasgow’s collaborative approach to sustainable tourism.

Work with industry stakeholders has led to more businesses achieving green accreditation—particularly in the hotel sector, where 68% of rooms now hold certification, up from 41%.

The decision to introduce a visitor levy supports wider ambitions for investment in the visitor economy, which sustains more than 37,000 jobs across the city.

Lynne Cooper, VisitScotland regional director, said: "The success Glasgow is experiencing with its tourism strategy is a testament to the collaboration that the city has managed to foster.

"Through our ongoing work with the Visit Glasgow team at Destination Glasgow, the city is making a strong contribution towards our ambition to make Scotland a leading sustainable tourism and events destination.

"We know from our insights an increasing number of visitor markets are prioritising sustainable travel and experiences.

"Recognition from the Global Destination Sustainability Index of Glasgow as the only non-Nordic city in the top five highlights the effectiveness of working together towards our responsible tourism ambitions."

The 2026-2028 Tourism Action Plan aligns with the Glasgow City Economic Strategy and places greater focus on events and heritage.

It also supports new city centre initiatives including the ‘Let’s Go Glasgow’ business improvement district and the independent Night-Time Economy Commission.

Janice Fisher, vice chair, Greater Glasgow Hoteliers Association, said: "Glasgow’s hospitality sector is the beating heart of the visitor experience, and our hotels are proud to lead the way in ensuring that Glasgow is synonymous with sustainability.

"The surge in green accreditation for hotel rooms across the city, now at 68%, shows that our members are committed not just to welcoming guests, but doing so responsibly.

"Glasgow’s leading role as a conference destination is increasingly being coupled with its reputation as a leisure destination."