Glasgow has been ranked 5th globally in the Global Destination Sustainability (GDS) Index — the highest position the city has ever achieved and making it the only non-Nordic city in the top five.
The milestone comes as the city prepares to launch the next phase of its Tourism Action Plan for 2026–2028, building on strong momentum across visitor growth, sustainability and international connectivity.
A growing and resilient visitor economy
Glasgow’s visitor economy continues to expand, with £2.39 billion in direct visitor expenditure, up 1.9% on the previous year. The city welcomed 4.72 million overnight visitors — a significant 20.8% increase year-on-year.
Major venues and infrastructure are playing a key role in this growth. The Scottish Event Campus (SEC) alone welcomed 2.3 million visitors, underlining Glasgow’s strength as one of Europe’s leading event destinations.
At the same time, Glasgow Airport has expanded its global reach, securing two new North American routes, eight new European city routes and additional leisure connections — further strengthening the city’s international accessibility.
Leading on sustainable tourism
A defining feature of Glasgow’s success is its commitment to sustainability.
The proportion of hotel rooms with green accreditation has risen sharply to 68%, up from 41%, reflecting growing collaboration between industry and city partners to embed responsible tourism practices.
This progress has been supported by coordinated efforts led by Destination Glasgow, working alongside industry stakeholders to align sustainability with economic growth.
A strategy focused on impact and collaboration
The next phase of Glasgow’s Tourism Action Plan will place greater emphasis on events and heritage, aligning with the city’s wider economic strategy and reinforcing its position as a global destination.
Initiatives such as the introduction of a visitor levy, the development of the Let’s Go Glasgow business improvement district, and the establishment of a Night-Time Economy Commission highlight a proactive approach to long-term growth. The sector already supports more than 37,000 jobs across the city.
Leaders across the tourism ecosystem have pointed to collaboration as a key driver of success — from major venues and transport operators to hotels and cultural organisations — helping position Glasgow as a destination that is both globally competitive and locally rooted.
Looking ahead
With strong visitor growth, expanding connectivity and international recognition for sustainability, Glasgow is entering its next phase of tourism development from a position of strength.
The upcoming 2026–2028 Tourism Action Plan aims to build on this momentum — ensuring the city continues to grow its global reputation while delivering lasting economic and social impact at home.