By Peter A Walker
Copyright insider
The latest Scottish Tourism Economic Impact Model (STEAM) figures have revealed rising visitor numbers and spending in Glasgow during 2024.
The data shows that a total of 4.72 million visitors stayed overnight in Glasgow last year – up by more than 20% on the previous year. With people staying an average of two nights, the economic impact delivered was roughly £1.84bn.
With spend by day visitors incorporated, the overall direct visitor expenditure in Glasgow for 2024 was £2.39bn – an increase of 1.9% on 2023 and more than double the number for 2022.
Locally, the tourism sector supported just over 37,000 full time equivalent (FTE) jobs in 2024.
The new figures demonstrate Glasgow has consolidated its tourism results for 2023, which were boosted by major events hosted that year – the UCI Cycling World Championships and a Banksy exhibition.
The city had a record-breaking year for conferences and conventions between April 2024 and March 2025, with more than 430 conferences attracting more than 140,000 delegates, contributing £153m to the local economy – up £10m year-on-year. Examples included the All-Energy Exhibition & Conference, which brought over 10,000 clean-energy policymakers and industry professionals to the city in May 2024, and the World Science Fiction Convention, which in August drew around 7,000 attendees from more than 50 countries.
Glasgow’s reputation as a sports destination was further reinforced during 2024 by the World Athletics Indoor Championships which, in March, attracted 22,000 spectators to watch 650 athletes from 130 countries.
Major sports events are set to support future tourism growth, as the city gears up to welcome the 2026 Commonwealth Games and UEFA Euro 2028 championship.
In terms of art and culture, the Discovering Degas exhibition at The Burrell Collection attracted around 42,000 visitors, and Beyond Van Gogh at the SEC welcomed more than 50,000.
Annual events like Celtic Connections attracted 115,000 attendees, while the Glasgow Comedy Festival was attended by more than 61,000, and the Glasgow Film Festival achieved an attendance of more than 35,000.
Glasgow Life head of tourism and conventions Aileen Crawford said: “These figures are an endorsement of our Tourism Strategy 2030, which was developed collaboratively with partners including VisitScotland, Glasgow City Council, Glasgow Airport, the Scottish Event Campus (SEC), Glasgow Chamber of Commerce and our local business community.
“It is designed to ensure we stimulate business growth by showcasing everything our vibrant city has to offer local, national and international visitors, positioning Glasgow as a world-class destination to not only visit but also to live, work, study, meet and invest in.”
SEC chief executive Dom McKay, who was recently appointed chair of the Glasgow Tourism Advisory Forum, said: “The STEAM data not only demonstrates the positive outcomes our Tourism Strategy is delivering, but also the success 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 been achieved in the delivery of the Tourism Strategy, Glasgow is determined to drive further tourism growth and maximise the benefits for the whole city and beyond.”
Janice Fisher, co-chair of Glasgow Hoteliers Association and general manager of Novotel-Ibis Glasgow City Centre, said: “The fantastic range of exceptional accommodation Glasgow offers has continued to expand, with three new hotels opening in 2024, increasing capacity by more than 600 rooms.
“This latest visitation data reinforces how important the accommodation sector continues to be in driving sustainable growth for tourism in the city – and Glasgow’s hoteliers are certainly committed to supporting that by ensuring every guest enjoys superb quality, a warm welcome and a great experience.”
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