New Dundee Tourism Strategy

As new figures reveal that tourism generated £333 million for the Dundee economy last year, the local tourism industry is launching a new strategy with the ambition to make Dundee Europe’s best emerging city break destination by 2030. 

The launch coincides with the release of the 2024 annual Scottish Tourism Economic Activity Monitor (STEAM) figures. This data presents a positive picture for the city with visitor numbers increasing by 4.6% in 2024, and the number of FTE jobs supported by tourism up 2.7% to 3,593 that year. 

The 2024 report also shows that Dundee welcomed more visitors than at any point over the last 10 years – a total of 1.4million – split equally between overnight and day visitors. This figure represents a 78% rise since 2014 and illustrates the continuing growth and importance of tourism to the city’s economy. 

And the new five-year tourism strategy and action plan published online aims to bring more visitors to the city and encourage them to stay longer and explore more of Dundee. 

Delivery of the strategy will be overseen by the city’s Tourism Leadership Group, which comprises senior representatives from the city’s visitor attractions, hotels and tour companies, as well as VisitScotland and Dundee City Council. 

The goal is to see Dundee recognised as ‘Europe’s Best Emerging City Break Destination by 2030’, offering a high-quality, compelling range of activities and experiences that will attract visitors all year round.  

The five-year drive is based around a set of key objectives: 

• Contribute to a thriving economy; by growing and supporting good quality, sustainable jobs and driving visitor spending year-round.  

• Increase dwell time in the city; to add additional half days, days and overnight stays, according to visitor profile.  

• Increase bed nights all year round, with Dundee offering a compelling range of year-round activities and experiences that convince visitors to stay for a short break.  

•  Continue to enhance the overall reputation of the city and change perceptions by offering a unique, consistently high quality, engaging experience for visitors and marketing the city’s diverse experiences with pride. 

• Take an inclusive approach by continually involving and engaging residents of all backgrounds in the growing range of cultural attractions and sector development, expanding their role as the city’s best ambassadors.  

• Grow sustainability as a strength, by supporting visitors and businesses to act in responsible ways that have a positive impact on the city’s environment, communities and economy.  

Caroline Warburton, chair of the Tourism Leadership Group and Destination Development Director at VisitScotland said: “The publication of Dundee’s next tourism strategy is an important milestone for Dundee’s tourism sector and the city as a whole. My thanks to everyone who has contributed to shaping the strategy and action plan.  

“This group of passionate business leaders has contributed their ideas, ambitions and energy to support the ongoing growth of Dundee as a tourism destination up to 2030.  

“By working together and drawing on resources and ideas from across the city, we are confident that we can deliver the action plan to enable Dundee to raise its profile as a European city break destination and ensure that tourism works for the people of Dundee.  

Dundee City Council convener of City Growth and Infrastructure Councillor Steven Rome said: “While the STEAM figures give us real grounds for optimism, we cannot be complacent, and we must all work hard to keep the momentum up. 

“Dundee’s growing number of events is helping to attract people to the city, and we need to build on the many qualities that already make Dundee a great place to visit and stay.                                                                     

“I am pleased that the local Tourism Leadership Group, through the Dundee Partnership, has produced a five-year focus for the city with the ambition to land a prestigious European designation. 

“Nobody is in any doubt that there are a number of challenges facing Dundee’s visitor economy, but the Tourism Leadership Group is showing how our local strength in partnership can help the city move forward.” 

The strategy is available online at https://www.dundee.com/dundee-tourism-strategy-2025-2030