Glasgow visitor economy reached £2.74bn after tourism surge

Fresh data from the Scottish Tourism Economic Impact Model (STEAM) reveals that in 2025, more than 31 million people visited the city—a 15.8% increase on the previous year.

Of these, 4.91m were overnight visitors, contributing nearly £2bn to the economy. Day visitors accounted for 26.59m of the total.

Glasgow welcomes 31m visitors as tourism spending soars (Image: Destination Glasgow)

Councillor Susan Aitken, leader of Glasgow City Council, said: "These latest results are great news for Glasgow and demonstrate the vital contribution tourism and the wider visitor economy make to the city.

"Glasgow has an incredibly diverse offer, from our world-class culture, museums and music to conferences, major events, food and drink and the warmth and character the city is known for.

"That gives people so many reasons to visit and, importantly, to come back.

"These results also reflect the strength of partnership working across the city.

"We want to build on that success, continue growing Glasgow’s visitor economy sustainably and ensure that the benefits are felt across our businesses, communities and the wider city."

The tourism sector now supports more than 41,000 full-time equivalent jobs—a 10.7% rise—with roles spanning food and drink, transport, recreation, accommodation, and retail.

The surge in tourism coincided with Glasgow’s 850th anniversary, which was marked by a year-long series of events.

Major attractions included the Glasgow Film Festival, Glasgow International Comedy Festival, Glasgow Mela, TRNSMT, Merchant City Festival, Piping Live!, and the World Pipe Band Championships.

Glasgow welcomes 31m visitors as tourism spending soars (Image: Destination Glasgow)

Dom McKay, chief executive of the Scottish Event Campus (SEC) and chair of the Glasgow Tourism Advisory Forum, said: "The STEAM data demonstrates the continued positive impact of Glasgow’s visitor economy and the strength of the ‘Team Glasgow’ collaborative approach that our city’s business community has embraced.

"Partners across all sectors work closely together to ensure we capitalise on the benefits and continue to increase the positive economic impact of tourism and the wider visitor economy.

"While a great deal has already been achieved, Glasgow is determined to drive further tourism growth and maximise the benefits for the whole city and beyond."

Lynne Cooper, VisitScotland regional director, said: "Glasgow is a popular year-round destination at home and abroad, with a strong international profile in some of Scotland's key markets in Europe and North America.

"Working with Destination Glasgow and partners across the visitor economy, we want to build on that momentum, encouraging visitors to discover more, stay longer and return, while continuing to position the city as a fantastic gateway for exploring the rest of Scotland.

"The visitor spend generated in Glasgow supports jobs, growth for businesses, new investment, and contributes to a thriving cultural scene."

Glasgow welcomes 31m visitors as tourism spending soars (Image: Destination Glasgow)

Janice Fisher, co-chair of the Greater Glasgow Hoteliers Association, said: "The continued growth in overnight visitors is hugely encouraging and reinforces the important role Glasgow’s accommodation sector plays within the wider business events and visitor economy.

"Glasgow offers visitors an exceptional and diverse range of places to stay, and the sector remains committed to providing the quality, warm welcome and great experience that encourages people to return.

"These latest figures give us further confidence as we work together to support sustainable tourism growth across the city."

Kay Morrison, chief executive of Glasgow Life, said: "Glasgow has an outstanding cultural and visitor offer, from world-class museums and galleries to music, festivals, sport and major events, which plays an important role in attracting millions of people to the city each year.

"These results underline the significant contribution tourism makes to Glasgow’s economy and communities.

"By continuing to work closely with partners, we can build on that success, showcase everything the city has to offer and encourage even more people to experience Glasgow."