At a time of major shifts in consumer behaviour, Glasgow is on an “ambitious and interesting path for the future”, according to Emil Spangenberg, former director of digital marketing and communications at Visit Copenhagen.
“Building strong ties with more and new stakeholders at every level – together with an ability to leverage resource, remain agile, respond quickly and move forward in a rapidly changing, real-time marketplace – will be absolutely key to the success of Glasgow’s new tourism plan and the city is certainly starting from a strong position,” he said.
Spangenberg was speaking ahead of the Glasgow’s Big Tourism Conversation, a conference today promoting the city’s tourism and visitor plan to 2023.
The event features Dr Bridget McConnell, chief executive of Glasgow Life, Callum Ross, chairman of the British Hospitality Association (BHA) Scotland, and Emily Moore, acting head of tourism affairs at VisitBritain.
It has been organised by Glasgow Life, Scottish Enterprise and VisitScotland.
Glasgow currently attracts more than two million tourists each year, spending almost £500m, and 20 million day visitors contribute arround £1bn to the local economy.
Launched last November, Glasgow’s Tourism and Visitor Plan aims to attract one million more visitors and position Glasgow as the ‘gateway to Scotland’.
It is centered on six themes; heritage, contemporary art, music, Charles Rennie Mackintosh, events and the city’s capability as a world-class sporting destination.
The plan will also promote Glasgow “as a place to study and work and capitalise on the unique characteristics of its greatest asset, its people”.
With more than a decade’s worth of international experience, Emil Spangenberg is recognised as a thought leader across emerging trends in digital and travel as well as destination marketing strategy, branding and leadership.
He said: “Glasgow is launching itself on an ambitious and interesting path for the future at a time when the digital explosion has caused a radical shift in consumer purchasing behaviour, particularly in the travel sector.”