In 2007, Glasgow launched its new 10 year tourism strategy.  Building on the momentum from the Glasgow Tourism Action Plan, its development was led by Glasgow City Council, Glasgow City Marketing Board, Scottish Enterprise Glasgow and VisitScotland (Glasgow). 

Glasgow’s vision for 2016 is of a leading destination in key markets offering a unique, dynamic and authentic experience through the quality of place, product and service differentiated through the strength of the brand, Glasgow: Scotland with Style.  The city set itself ambitious targets over the next decade:

• To deliver a minimum growth of 60% in tourist revenue with a target of achieving 80%;
  
• Grow tourism-related employment to 40,000;
  
• Increase capacity by 3,000 premier hotel bedrooms.

The Strategy is built around 4 key priorities: image and brand, people, place and product.  These 4 themes are underpinned by the cross-cutting themes of sustainability, innovation, collaboration and market research.

An action plan is currently being drafted which will articulate critical process of moving from strategic objectives to projects for delivery.