New figures have shown that visitor numbers to the Stirling area have grown by more than 10 per cent in 2024 compared to 2023, generating a total economic impact of £712.4 million for the region.
A study completed by the Scottish Tourism Economic Activity Monitor (STEAM) has also revealed that visitor numbers were greater than the pre-pandemic high point in 2017, with a total of 4.662 million people visiting Stirling last year. This also coincided with the city’s 900th anniversary.
According to the data, an extra £45 million in economic impact was provided from tourism across Stirling, up 6.7 per cent in 2023.
Direct expenditure increased by 6 per cent to £506.6 million, while the number of days visitors spent in the area grew 3 per cent, demonstrating consistent growth throughout a range of key indicators.
Stirling Council Leader Cllr Gerry McGarvey said:
“These figures show Stirling’s tourism sector is achieving record results and is staging a remarkable recovery from the pandemic.
“This is providing a significant economic boost to the region and supporting thousands of jobs in sectors such as accommodation, food and drink, retail and recreation.
“This success is due to the hard work, innovation and collaboration across Stirling’s tourism sector, from our incredible businesses to the efforts of local and regional partnerships.
“While these numbers are hugely encouraging, it only reaffirms our determination to support further growth in this key part of our economy to maximise the benefits for everyone in Stirling.”
The summer season
These impressive results come as Stirling Council have launched a new campaign to highlight some of the visitor experiences throughout the area during the summer tourism season, from major attractions to hidden must-see gems and outdoor activities.
Over the next six weeks, from Tuesday 22 July, the council will be showcasing a different theme each week on its social channels and a unique and different experience each day.
Stirling was recently crowned Scotland’s cultural capital, while travel specialists Lonely Planet rated Stirling as Scotland’s top tourism destination.
The Stirling Council area also includes parts of Loch Lomond and the West Highland Way, both of which also featured highly on the Lonely Planet list.
A number of businesses and projects in the Stirling area have also been shortlisted for Visit Scotland’s prestigious Thistle Awards: Radical Weavers, The Steamship Sir Walter Scott, The Glengoyne Distillery and The Explore Outdoors project, a partnership involving a number of organisations, including Loch Lomond and The Trossachs National Park and Stirling Council.
Stirling Council Leader Cllr Gerry McGarvey said:
“We’ve got a world-class tourism offering across Stirling, with incredible attractions, history, culture, spectacular scenery and a vibrant city centre with a wide range of cafes, restaurants, bars, shops and venues.
“Stirling sits at the heart of Scotland and boasts excellent transport links. We also boast some of Scotland’s most beautiful and diverse rural communities, which have more unique attractions to explore and enjoy.
“That’s why people from across the world are coming here in record numbers and why we’re earning wider recognition from independent experts.
“This campaign is an opportunity for us to shine a light on the wide variety of exciting experiences and events for visitors and residents alike throughout Stirlingshire, as well as supporting our amazing businesses and communities. So keep an eye on our social channels over the coming weeks.”
For more information on visiting Stirling, visit: YourStirling.com.
Featured image credit: Stirling Council/Whyler Photos.
