Culture and Creativity

To deliver on our target, we will prioritise and focus on the positioning Glasgow’s cultural tourism offering in target UK and international markets.  

Culture and creativity are a driver of profile and visits. Our built and social heritage, cultural and creative credentials and participating audiences are globally renowned and this strategy is our opportunity to amplify Glasgow’s story.

Culture is one of the defining attributes that make cities distinctive to leisure tourists and visitors. A vibrant cultural offering and unique experiences are sought after; they help shape perceptions, help build reputation and status, and provide UK and international leisure tourists with a reason to visit.
Glasgow, the place, our people and assets provide a platform for tailored marketing communications to our target markets. Technology is transforming consumer behaviour and our customers are transforming our marketplace. There is little point in marketing everything to everyone. We will market specific assets that are relevant to specific markets.

Among many assets, there are four where Glasgow has a particularly strong offer, and each has a distinct appeal to target customers. The focus of our activity will include:

  1. cultural heritage

  2. contemporary arts

  3. music

  4. the unique architectural legacy of Charles Rennie Mackintosh


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