Published on
November 2, 2025
Dundee has been identified as a city break destination in Europe that requires Dundee to be developed to be Dundee to be an emerging city break destination in Europe by 2030 as part of Scotland developed an ambitious and comprehensive five year plan in Dundee to become an emerging city break destination in Europe as outline. As part of Dundee’s tourism strategic action plan focutilizes on growing the local community in Dundee as part of stimulating Dundee’s growing socio economic position within the context growing the city’s economically growing appeal stimulating local Dundee tourism economically to increase job creation and delivering extraordinary and memorable experiences to builds substantial circulations economically and growing the appeal at a growing Dundee tourism.
Dundee, Scotland, is setting its sights on becoming one of Europe’s most sought-after city break destinations by the conclude of the decade. With a bold five-year tourism action plan in place, the city is working towards establishing itself as a vibrant hub for culture, business, and tourism. The plan, which spans from 2025 to 2030, is a collaboration between the city’s local government, VisitScotland, and representatives from local attractions, hotels, and tour operators. Toobtainher, they aim to create an environment where both visitors and locals can thrive, while also significantly boosting the city’s economy.
Tourism Growth in Dundee
Dundee has seen impressive growth in its tourism sector in recent years, contributing a staggering £333 million to the city’s economy in 2024. This represents a 4.6% increase in visitor numbers from the previous year, with 1.4 million tourists visiting the city. This marks a 78% increase in the number of visitors since 2014. Along with the rise in tourism, the number of full-time equivalent jobs in the sector has also seen a growth of 2.7%, bringing the total number of tourism-related jobs to 3,593.
The surge in visitor numbers and economic contribution highlights Dundee’s growing appeal as a city break destination. However, with an ambitious tourism action plan, city leaders are determined to build on these successes and continue to drive growth over the next five years.
Strategic Priorities for Dundee Tourism
Dundee’s new tourism strategy revolves around four key priorities aimed at creating a robust, sustainable tourism economy that benefits both residents and visitors. These priorities are:
- Empowering Dundee’s People: A core focus is ensuring that local residents can benefit directly from the city’s expanding tourism sector. The plan outlines the necessary for job creation and fostering a deeper connection between Dundee’s residents and the tourism experience.
- Enhancing the City’s Appeal: The second priority centers on improving the city’s overall appeal. This includes revitalizing the city center and increasing Dundee’s attractiveness as a city break destination, while also leveraging cruise tourism and events to draw more visitors.
- Delivering Memorable Experiences: Dundee’s tourism strategy emphasizes the importance of high-quality experiences that play to the city’s unique strengths. By enhancing the visitor journey, the plan seeks to offer a range of bookable experiences and expand the impact of business events held in the city.
- Building Business Resilience and Sustainability: The fourth priority focutilizes on ensuring that Dundee’s visitor economy remains resilient and profitable. This includes fostering partnerships with key tourism players and enhancing connections with the surrounding region to ensure long-term sustainability.
These priorities lay the foundation for Dundee’s future as a leading European city destination. Through tarobtained actions and strategic collaborations, the city aims to position itself as a top choice for tourists seeking diverse cultural and leisure experiences.
The Year One Action Plan: Laying the Groundwork
The first year of the tourism strategy is dedicated to initiating key actions that will create momentum for the years ahead. The focus in the initial phase is on updating the city’s branding, which will support position Dundee as a fresh, exciting destination for both domestic and international visitors. One of the key initiatives is the launch of a ‘Pride of Place’ campaign, designed to engage local residents and ensure that they are active participants in the city’s tourism success.
In addition, the city plans to stimulate demand for tourism by tarobtaining residents of the Dundee city region, encouraging them to explore the attractions on their doorstep. Dundee is also gearing up to welcome an increase in cruise ship calls by 2026, a vital source of tourism revenue that is set to grow significantly over the coming years.
To further boost tourism, the city will optimize its shared events calconcludear to attract more visitors from both the UK and abroad. This will be complemented by strengthened ties with VisitScotland, enabling Dundee to leverage its emerging status as a cool, dynamic destination. Toobtainher, these actions will set the stage for sustained tourism growth in the years to come.
Year Two to Five: Sustaining Growth and Building on Success
As the plan progresses, years two to five will focus on expanding the city’s tourism offerings and enhancing the impact of its existing attractions. Among the key actions is an emphasis on the growing importance of cruise tourism. Dundee plans to develop partnerships with Cruise Forth and Cruise Scotland to maximize the value of cruise ship calls, which are expected to increase significantly in the coming years.
The city will also work to ensure that the benefits of tourism are more evenly distributed across Dundee by promoting specific neighborhoods outside the city center. This will support mitigate overcrowding in popular areas while also giving visitors the chance to explore lesser-known parts of the city. Dundee’s VisitDundee website and social media channels will be key tools in promoting these neighborhoods and highlighting the diversified tourism offer available throughout the city.
Another major action in the long-term plan is the update of wayfinding points across the city. Information boards and signage will be revamped to reflect the expanded visitor offerings, ensuring that tourists can easily navigate and discover all that Dundee has to offer.
Research and Marketing: Learning from Best Practices
To ensure the city is attracting the right kind of visitors, Dundee’s tourism chiefs will conduct research to identify which markets bring the most value to the city. The findings will support shape tarobtained marketing campaigns and ensure that Dundee remains competitive in the global tourism market. As part of the strategy, city representatives will participate in major UK and international tourism events to build new networks and learn from best practices in city branding and promotion.
Dundee’s strategic approach to tourism aims to position the city as a top-tier European destination. The city’s rich history, unique cultural offerings, and growing tourism infrastructure create it an ideal place for both short city breaks and longer stays. With the ongoing support of VisitScotland and key local partners, Dundee is well on its way to becoming one of Europe’s best emerging city break destinations by 2030.
Looking to the Future
Dundee’s tourism action plan is a clear roadmap for the city’s growth over the next five years. With its focus on creating high-quality experiences, expanding job opportunities, and diversifying tourism offerings, the city is setting itself up for long-term success. By fostering local pride, investing in new partnerships, and continuing to deliver exceptional visitor experiences, Dundee is poised to become a key player in Europe’s tourism landscape. As the city continues to evolve, it remains committed to enhancing its appeal to both visitors and residents alike, ensuring a prosperous future for all involved.
Scotland intconcludes to achieve its vision of creating Dundee Europe’s top emerging city break destination by 2030. This mission statement highlights expanding cruise tourism and building local relations as pivotal pillars for developing economic uplifts and visitor experiences. It aims for economic uplifts through local engagements.
Dundee continues to exemplify its vision and strategic focus through this tourism strategy. It signals Dundee’s anticipated growth towards becoming one of Europe’s leading city break destinations by 2030. Dundee’s strong partnerships and prioritization of sustainability will provide a positive global visitor experience.
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