Background
Tourism makes a strong contribution to Glasgow’s economy and the production of the GTVP was the first action envisaged by the Glasgow Economic Strategy 2016-
2023, immediately after its publication in 2016. Tourism and events are recognised in the Economic Strategy as a key sector to be supported in helping to make Glasgow
the most productive city in the UK. While the city has a leading position in hosting business and major cultural events, the GTVP has placed particular focus on promoting culture and creativity as a driver of leisure tourism to the city. The Plan has also sought to stimulate demand by positioning Glasgow as a ‘Gateway to Scotland’.
Executive Summary of Glasgow’s Tourism and Visitor Plan mid-term performance review
This document contains a summary of the findings and key recommendations from the Mid-Term Review of the Glasgow Tourism & Visitor Plan (GTVP) 2016-2023. The
Review was carried out by TOPOSOPHY Ltd in cooperation with the GTVP key delivery partners Glasgow Life, Scottish Enterprise and VisitScotland in the period
January-March 2020. The Review included a stakeholder consultation with 55 individuals from a range of public and private sector organisations in the city.
Given our current circumstances, these key recommendations are important and need brought forward at pace by our industry:
Key recommendations from Glasgow’s mid term review of its tourism
- Widen industry participation in strategic decision making and strengthen industry involvement in delivering the Plan, with a view to moving to a more formal partnership structure (where the public and private sectors may pool resources in order to pursue the objectives)
- Reprioritise the Plan’s targets, making increasing the value of tourism to Glasgow the main objective (e.g. measured by value per visitor)
- Enhance the range of data and insights available to Glasgow’s tourism stakeholders in order to support informed decision making. Improved insights will help us to monitor our performance more effectively.
- Develop a more integrated approach to engaging with visitors, residents, businesses, investors and other relevant groups, through marketing and communications.
