European invasion - Glasgow goes global thanks to continental bloggers

Over two million people across Europe and the rest of the world have experienced Glasgow’s cultural offering through social media as part of a unique partnership between VisitScotland and Glasgow Life.

29 bloggers from across Europe, and one from New Zealand, flew into Glasgow to experience the city’s heritage and culture and research by the national tourism organisation has revealed that almost 700 social media posts were made by the travel writers. With a combined reach of around 2.25 million followers, it is hoped the trip will encourage visitors from across the continent, and the planet, to come and see Glasgow for themselves.

The bloggers, hailing from country’s such as France, Germany, Spain, Italy, Netherlands, UK and Sweden, were invited to Scotland’s largest city to celebrate the launch of the Year of Young People (YOYP) and promote the 25th anniversary of Celtic Connections and 150th anniversary of Charles Rennie Mackintosh. As part of their trip they have been writing articles about YOYP and Glasgow. 18 articles have already been published and this is expected to rise to around 50.

Hosted by VisitScotland and Glasgow Life, the travel writers spent their days exploring the city and enjoying a number of activities including a ‘Greatest Hits Tour’ of Kelvingrove Art Gallery and Museum and a visit to the new Clydeside Distillery, opening at the start of next year. Evenings were spent at the Tennent’s Brewery and experiencing a St Andrew’s Night Ceilidh at St Andrew’s in The Square.

Today, Glasgow Life have released a video taken of the bloggers enjoying an exclusive performance from Celtic Connections musicians in the Tennent's Training Academy to celebrate a successful trip and draw attention to the 25th anniversary of the festival. Glasgow’s annual folk, roots and world music festival, it celebrates Celtic music and its connections to cultures across the globe. From 18 January - 4 February 2018,​ musicians from around the world will bring the city to life for 18 days of concerts, ceilidhs, talks, art exhibitions, workshops, and free events.

Liz Buchanan MBE, Regional Partnerships Director for VisitScotland, said: “It’s fantastic to see that bloggers from across Europe have been so keen to shout about Glasgow’s wonderful culture and heritage. With more than half of visitors drawn to the city for its history and culture, it is vitally important we promote Glasgow’s best assets to the world.”

Partnership and collaboration is at the heart of Scottish tourism and VisitScotland works with local industry to develop and deliver innovative initiatives that grow the visitor economy. This great project with Glasgow Life is an excellent example of this and an important contribution to the culture priority within Glasgow’s Tourism and Visitor Plan to 2023. The new framework for the continued growth of the city’s tourism economy, the plan is focused on increasing overnight leisure tourism visits by one million over the next seven years.”

Councillor David McDonald, Chair of Glasgow Life and Depute Leader of Glasgow City Council, said: “Instagram, Twitter, YouTube and many a blog, are awash with beautiful shots of our city following Glasgow Life’s weekend with 30 European bloggers.  Working with VisitScotland, we welcomed prominent social media influencers to Glasgow and gave them the chance to sample the very best of the city’s music and cultural scene.  The bloggers and their followers discovered the city’s vibrant street art, enjoyed a late night tour of Kelvingrove Art Gallery and Museum and as we gear up for Scotland’s Year of Young People, were treated to exclusive performances by some of the very best young musical talent who will be playing at the 25th anniversary of Celtic Connections in January 2018.  Looking at their feeds, it’s clear to see they had a great time telling the world why they should make their next stop Glasgow.”

The next of the Scottish Government’s series of themed years, following the Year of History, Heritage and Archaeology, the Year of Young People will inspire Scotland through its young people aged 8 to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally.

Born in Townhead, Glasgow in 1868, Charles Rennie Mackintosh studied at Glasgow School of Art and is considered to be one of Glasgow’s great sons. His 150th anniversary has been recognised as an opportunity to reinvigorate and grow the city’s Mackintosh offer and draw further attention to Glasgow’s vibrant art scene.


To view the Glasgow Life video from the Tennent's Training Academy go to

For more information about the year of Young People 2018 go to

For more information about Celtic Connections go to

Full list of bloggers

Influencer/blogger's name


Blog URL

Sonja Thomson

New Zealand 

Carlos Cabanillas Rivera


Claudia Parente Campos


Rocio Pastor


Jesus Martinez Reneo


Stefano Bagnasco


Sara Amata


Carole Pauchard


Sylvie Clergerie


Kerstin Rodgers


Charlie Elliott


Charley Ellis


Nathalie Paak


Ida Eriksson

Sweden |

Lynn Benda


Nina Soentgerath


Tina Seidling


Helene Sula


Josephine Roy


Sarah Lachhab


Justine Christment


Kay Gillespie


Neil Robertson


Victoria MacDonald


Scott Ross


Laura Brown


Susanne Arbuckle


Robin McKelvie


Biggi Bauer


Florian Westermann


For further information contact:

Grant Anderson

Regional Corporate Press Officer

Tel: 0131 472 2416

Mob: 07769672588

[email protected]


Social Path Name