The Glasgow 2030 Tourism Strategy was developed following an intensive phase of engagement and consultation with industry and key stakeholders across the city region. Replacing the previous Glasgow Tourism and Visitor Plan 2023, the new Strategy was launched in October 2023.
Informed by the post-COVID environment, Glasgow was keen to ensure that the Strategy delivered on several fronts:
- A move away from a volume approach and visitor numbers as a measure of success towards greater focus on positive economic, social, and environmental value impact.
- Greater emphasis on sustainability, inclusion, and shared responsibility.
- Increased citizen engagement as part of the strategy development.
- A strengthened ‘Team Glasgow’ approach, with increased industry participation.
As part of the strategic development, the city worked with Toposophy to help guide the process. The consultancy was tasked with several key steps which included:
Desk-Based Review
- A recap of what the city had achieved in relation to the previous Glasgow Tourism & Visitor Plan 2023, a review of wider tourism trends, skills issues, key drivers which brought visitors to Glasgow and consideration of the current landscape and challenges faced by tourism businesses. The brief also asked that existing national plans and the wider objectives of key agencies be factored in.
Review of Governance Models
- A review of the city’s current tourism industry forums to explore whether they offered the right approach to supporting the tourism sector. Guidance on creating more robust governance to support the delivery of the strategy.
Stakeholder and Resident Engagement
- A resident’s survey was circulated between November 2022 and January 2023 providing an opportunity for many to share their views on the tourism sector.
- Several in-person and online workshops were hosted with partners including key tourism agencies, businesses, community, environment, and disability groups.
Glasgow 2030 Tourism Strategy and 2-Year Action Plan
The Strategy sets out five key priorities:
- Increase the value of tourism to Glasgow’s economy
- Enhance the experiences that we offer
- Create value for Glasgow’s people through the tourism sector
- Support vibrant places across the city and surrounding region
- Deliver tourism in a sustainable and inclusive way
The Tourism Action Plan 2024-26 brings together top level actions across the five key priorities from multiple partners across the sector. It provides a measurable and accountable plan which will support the delivery of the Strategy. The city’s tourism industry groups have been reviewed and refreshed to ensure that they reflect the ambition and support the delivery of the strategy. This includes the newly formed Glasgow Tourism Advisory Forum which will have strategic oversight for the Glasgow 2030 Tourism Strategy and 2-Year Action Plan.
This blog was written by Anna Young, Anna is Senior Tourism Manager for Glasgow Life
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