Glasgow Featured in New VisitScotland Campaign to Boost Autumn and Winter Tourism, Get the Details Here

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Moulina Dhara

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October 27, 2025 17:42 GMT+5:30

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As Scotland’s largest city, Glasgow will become the focus of new tourism marketing by VisitScotland. This campaign is part of a larger marketing strategy for the ‘Scotland’ brand, with the aim of attracting internal and external audiences, particularly travelers from the UK, to spend autumn and winter in Scotland. The marketing initiative is supported by £2 million from the Scottish Government and is intended to Glasgow’s tourism and events for a significant increase in promotion.

VisitScotland’s Push to Attract Tourists Year-Round

As Scotland looks to position itself as a year-round destination, VisitScotland’s new campaign is designed to inspire both UK and overseas travelers to visit Scotland, especially during the traditionally quieter autumn and winter months. The £2 million in funding is part of a strategic effort to extend the tourism season and encourage more people to visit the country, helping the tourism sector recover and thrive throughout the year.

One of the primary goals of the campaign is to promote Glasgow as a key destination for travelers looking for culture, history, and unique Scottish experiences. Through various media platforms, VisitScotland is hoping to showcase the vibrant attractions of the city, enticing both local and international tourists to explore its rich offerings.

Glasgow’s Tourism Appeal: Art, Culture, and Heritage

Glasgow’s appeal lies not only in its modern attractions and vibrant cultural scene but also in its deep-rooted history and heritage. The VisitScotland campaign will highlight several key attractions that make the city a must-visit destination. Among these are the iconic Kelvingrove Art Gallery and Museum, a world-class institution that showcases everything from fine art to natural history, and the famous Glasgow Murals, which bring the city’s streets to life with large-scale works of art.

For visitors seeking a more immersive cultural experience, the ceilidh at Sloans offers a traditional Scottish night of dancing and music, while Crossbasket Castle Hotel and Restaurant offers a more luxurious escape with breathtaking views and a unique historical backdrop.

With this diverse range of attractions, Glasgow is poised to appeal to a variety of travelers, from those interested in the arts to those seeking adventure or a relaxing retreat. By spotlighting these attractions, VisitScotland aims to make Glasgow not just a destination for short city breaks but a city to explore year-round.

Focusing on Domestic Travel Amidst Changing Economic Circumstances

While the global travel market remains crucial, VisitScotland recognizes that domestic visitors will continue to play a pivotal role in Glasgow’s tourism recovery. The ongoing economic circumstances in the UK have influenced how domestic tourists approach travel, and as such, VisitScotland is strategically focusing its efforts on encouraging UK visitors to explore Scotland more deeply, especially during the off-peak seasons.

In 2024, Glasgow saw 1.903 million overnight trips from domestic visitors, a significant portion of the city’s tourism traffic. The campaign will tap into this market by collaborating with global travel agencies like Expedia and Tripadvisor, ensuring that Glasgow is positioned as a top domestic destination. This not only strengthens the local economy but also helps sustain Glasgow’s tourism sector during quieter months, when international arrivals may be lower.

Domestic visitors are also more likely to travel year-round, making them a reliable market for supporting local businesses. By encouraging UK residents to visit, the campaign not only boosts visitor numbers but also helps sustain the city’s economy through spending in local shops, restaurants, and entertainment venues.

Attracting International Visitors During the Off-Season

While domestic tourists are a key focus, VisitScotland also recognizes the importance of attracting international visitors. Glasgow’s international profile continues to rise, and the city’s rich cultural, historic, and scenic offerings are key drivers for international travel. The new marketing campaign is aimed at positioning Glasgow as a prime destination for international tourists, particularly during the autumn and winter seasons.

The government-backed push is expected to help spread the benefits of tourism across Glasgow, especially attracting higher-value international visitors who are likely to stay longer and spend more. International tourists are often more inclined to visit Scotland during the quieter months to avoid the peak summer crowds, making the autumn and winter seasons an ideal time to capitalize on this travel trend.

Glasgow’s Business Support Programme: Helping Local Businesses Thrive

The VisitScotland initiative is not just about attracting visitors but also about ensuring that Glasgow’s local tourism and event businesses benefit from the increased attention. The Business Support Programme offered by VisitScotland provides industry professionals with valuable tools and guidance designed to help them grow, innovate, and reach new audiences.

By partnering with the tourism and event businesses in Glasgow, VisitScotland is fostering a supportive environment where local operators can maximize the opportunities provided by the campaign. The Business Support Programme will assist local businesses in leveraging the campaign to increase visibility and attract a broader customer base. This could include providing marketing resources, digital tools, and advice on how to improve customer engagement and offer unique experiences that appeal to the campaign’s target audience.

This long-term support will help ensure that Glasgow’s tourism and events sectors not only benefit from the campaign in the short term but are also well-positioned for sustained growth in the future.

A Holistic Approach: Showcasing Scotland’s Strengths

VisitScotland’s marketing approach will spotlight Scotland’s unique strengths, from its breathtaking natural beauty to its rich cultural experiences and warm hospitality. The campaign will aim to show travelers that Scotland offers more than just iconic landmarks and festivals—it offers an opportunity for personal enrichment and rejuvenation for the mind, body, and soul.

Scotland’s diverse landscapes, from the rugged Highlands to the serene lowlands, will be emphasized as part of the campaign. Along with Glasgow, other parts of the country will be showcased for their natural beauty and opportunities for outdoor activities, ensuring that Scotland is seen as a destination for a wide variety of travel interests.

Glasgow Shines in VisitScotland’s New Campaign

Glasgow will participate in VisitScotland’s upcoming tourism campaign which will highlight the city’s culture, history, and natural beauty, encouraging tourism from home and abroad. For the autumn and winter seasons, the campaign aims to market Glasgow as a year-round destination to sustain patronage for local businesses through the Business Support Programme.

With a £2 million investment from the Scottish Government, this campaign aims to improve tourism in Glasgow on a derived demand basis, which includes the city’s major tourism attractions and distributing the tourism spend across the local economy. Glasgow’s global standing continues to improve and this campaign will ensure that tourism demand arrives to the city as well.