Scotland’s largest city has launched a new campaign to support its plan to increase tourism by 60 per cent over the next six years

Scotland's largest city has launched a new campaign to support its plan to increase tourism by 60 per cent over the next six years

Glasgow's plan to increase tourism in the city by 60 per cent over the next six years has received a boost with the launch of the new ‘Glasgow Service With Style' campaign.

Described as a unique and innovative partnership, ‘Glasgow Service with Style' is designed to continually raise service standards and help visitors get a great experience when they come to Glasgow.

The initiative is aimed at a range of tourism businesses, from airport buses and taxis to bars, hotels and visitor attractions, and focuses on growing the bottom line by investing in people.

Industry leaders are launching the initiative, which offers a range of new tools to pursue and develop a successful career in tourism. The opportunities include master classes, networking events and web-based resources on service excellence, careers, skills, leadership, education and training.

Importantly, Glasgow Service with Style is coinciding with the international attention the city will receive as host of the 2014 Commonwealth Games.

Glasgow Tourism Strategy Chairman and Chief Executive of Glasgow City Marketing Bureau, Scott Taylor, said: "The launch celebrates the city's capital commitment to the investment in and development of the most important element - people - to create world-class customer service.

"The initiative will play a crucial role in the realisation of our ambitious plans to grow tourism revenue by 60 per cent by 2016 and we aim to help create about 40,000 jobs within the industry."

Project Chairman Graeme Gibson noted the importance of the initiative to maximise Glasgow's tourism potential around the 2014 event, stating: "It's crucial we do all we can to maintain our reputation for being one of the UK's top visitor destinations.

"We'll host thousands of visitors for the Commonwealth Games. This is a unique opportunity to showcase Glasgow and all it has to offer."

The launch of Glasgow Service with Style follows on from the success of Glasgow's wider marketing campaign - Glasgow Scotland with Style - and comes after the creation of another new initiative - Love Luxury Glasgow - that is seeking to boost the reputation of Scotland's largest city as a leading destination for luxury holidays.

Recent statistics show that hotel bookings in Glasgow are continuing to outperform other major European cities, and are at their highest level for almost a year.

A report on UK hotel trends report, produced for Scottish Enterprise and Glasgow City Marketing Bureau (GCMB), shows hotel occupancy in the city reached 83 per cent in June - a 4.5 per cent year-on-year rise.

It also showed that the city's year-to-date occupancy figure of 72.5 per cent is greater than Amsterdam, Hamburg, Barcelona, Vienna, Dublin, Rome, Prague and Copenhagen.

Room yields have also risen. Separate analysis for June by Lynn Jones Forecaster shows Glasgow's yields have increased nearly 13 per cent to an average of £61.14, compared to £54.16 in June last year.

Scott Taylor, Chief Executive of GCMB, said: "Glasgow has very strong year-round conference and events-based tourism. We have had a very good first half to the year and we're expecting the next six months to be just as strong due to the conferences and major events already confirmed.

Dominic McVey, Co-Chair of Greater Glasgow Hotels Association, said: "The Greater Glasgow Hotels Association works hand in glove with GCMB and the city-wide partners to help win business for Glasgow.

"We are regularly asked by hotels associations in other destinations to explain Glasgow's success and the answer is that it's through partnership working, our ‘can do' attitude and customer focus, which set the city apart."