What we do for Glasgow

An aerial view of Kelvingrove Art Gallery and Museum and spanning across the west end of Glasgow and the River Clyde.

Glasgow Life supports the mental, physical and economic wellbeing of the city. Through our various partnerships we make sure Glasgow is culturally vibrant and active.

Our Destination Marketing team promotes everything that makes Glasgow a great place for people to live in, meet and visit. We showcase everything from our award-winning museums and internationally recognised events to new restaurants, attractions, and hotels.

Showcasing Glasgow

An exterior shot of the refurbished Burrell Collection building on a sunny day in Pollok Country Park.
The Burrell Collection
The Barrowlands sign lit up in multi-coloured lights at night time.
Barrowland Ballroom
Aerial view of Glasgow Cathedral from the Necropolis.
Glasgow Cathedral
The Riverside Museum and The Tall Ship on the River Clyde on a sunny day.
Riverside Museum and Tall Ship
Ashton Lane in Glasgow's west end at night lit up.
Ashton Lane

We build the city's reputation as a leading destination for domestic and international visitors. Our work grows the value of tourism to Glasgow's economy.

Glasgow Life works with various partners. This ranges from VisitScotland and VisitBritain to the Glasgow Chamber of Commerce. We also work with Glasgow Airport, travel operators and the tourism businesses which make Glasgow such an exciting city.

Cyclists in George Square during the UCI World Cycling Championships passing roadside board with the People Make Glasgow branding.

People Make Glasgow

We also manage the city’s award-winning People Make Glasgow brand. You can visit the brand website to discover more about what makes Glasgow a spectacular destination.

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Glasgow Convention Bureau works with city partners to encourage and support conference organisers to bring business events to the city. Academic conferences are an important contributor to Glasgow’s economy and global reputation. Glasgow hosts more international delegates than any other UK city, outside London.

The exterior of the SEC and Armadillo buildings.

Glasgow Convention Bureau

The award-winning team work with partners on more than 100 bids for major UK and international conferences every year.

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A performer dressed in a yellow jacket with a large eye on the front. They have their face to the sky and arms outstretched behind them. There are other similarly dressed performers in the background. The performance is taken place outdoors on a bridge in Glasgow and there is a blue sky and buildings in the background.

Glasgow's Culture Strategy

2024 -2030

Culture is Glasgow's heart. This new strategy sets out the mission and values for shaping and building the future health, prosperity and sustainability of our world city and its diverse people.

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Glasgow is a world-leading events destination and one of Europe’s most vibrant and diverse locations. The city has an enviable calendar of major events and festivals. Events range from Celtic Connections and the World Pipe Band Championships to the Glasgow Mela and the Merchant City Festival.

We have a proven track record of delivering world-class sporting events, most recently the 2023 UCI World Cycling Championships. And in 2024, Glasgow will host the World Indoor Athletics Championships and World Irish Dance Championships.

As a UNESCO City of Music, Glasgow has a wide variety of iconic music venues which welcome globally renowned artists throughout the year. It is also home to TRNSMT festival, which takes place each year at Glasgow Green.

Events in Glasgow

A six-piece band playing string instruments and drums on stage at Celtic Connections with spotlights on them.
Celtic Connections
Cyclists in the Merchant City in Glasgow during the road race event at the 2023 UCI World Cycling Championships.
2023 UCI Cycling World Championships
A person in colourful dress and head piece is smiling and performing on a stage. There is a person singing into a microphone behind them.
Glasgow Mela
Members of Peoples Ford Boghall & Bathgate Caledonia Pipe Band smiling and holding a trophy after winning the 2023 World Pipe Band Championships.
World Pipe Band Championships

Glasgow Life also leads on several key city strategies alongside Glasgow City Council and partners. These include:

  • Community Learning and Development Plan
  • Glasgow 2030 Tourism Strategy
  • Vision for Glasgow Libraries
  • Physical Activity and Sport Strategy
  • Cultural Strategy
  • Events Strategy

You can find strategy documents in full on this section of our website.

We also act as the lead agency on projects which benefit the city. An example of this is the work we’re doing with Glasgow City Council, the National Lottery Heritage Fund as well as the local, cultural, and business communities to develop Sauchiehall Street.

A person writing their ideas during a workshop for the Sauchiehall Street: Culture and Heritage District project.

Sauchiehall Street: Culture and Heritage District

Sauchiehall Street is receiving a share of £200 million over the next ten years through the National Lottery Heritage Fund Heritage Places initiative.

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Interested in finding out what else we do?

Discover more about how we inspire people to become engaged and active in a city globally renowned for culture and sport.
About us