Glasgow visitor economy reaches £2.74 billion as tourism continues to grow
31.50 million total visitors, up 15.8% on 2024
£2.74 billion in total direct visitor expenditure, up 14.4%
4.91 million overnight visitors, up 4.1%
£1.96 billion economic impact from overnight visitors, up 6.6%
26.59 million day visitors, up 18.3%
41,055 FTE jobs supported by the tourism sector, up 10.7%
Glasgow’s visitor economy continued to grow in 2025, with visitor spending reaching £2.74 billion and more than 31 million people coming to the city, new figures show.
The latest Scottish Tourism Economic Impact Model (STEAM) results demonstrate another positive year for tourism in Glasgow, with increases in visitor numbers, spending and the number of jobs supported by the sector.
Almost five million people stayed overnight in Glasgow during the year, with the vast majority choosing the city’s hotels and other serviced accommodation. The economic impact generated by overnight visitors reached almost £2 billion.
The results build on Glasgow’s strong tourism performance in recent years, with total visitor numbers now more than a fifth higher than in 2023.
Glasgow’s visitor economy also continues to make an important contribution to employment across the city, supporting more than 41,000 full-time equivalent jobs. These span sectors including food and drink, transport, recreation, accommodation and retail.
The growth came during a milestone year for Glasgow, as the city marked its 850th anniversary with a year-long programme of celebrations alongside its established calendar of major cultural, sporting and entertainment events.
Highlights included Glasgow Film Festival, Glasgow International Comedy Festival, Glasgow Mela, TRNSMT, Merchant City Festival, Piping Live! and the World Pipe Band Championships, helping to showcase the city to audiences from Glasgow and around the world.
Councillor Susan Aitken, Leader of Glasgow City Council
“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.”
Dom McKay, Chief Executive of the Scottish Event Campus (SEC) and Chair of the Glasgow Tourism Advisory Forum
“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
“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.”
Janice Fisher, Co-chair, Greater Glasgow Hoteliers Association
“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, Glasgow Life Chief Executive
“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.”