Dundee tourism brought in a record breaking £333 million to the city’s economy in 2024

Tourism brought a record-breaking £333 million boost to Dundee’s economy in 2024, new figures have revealed.

The announcement comes alongside the full release of the 2024 Scottish Tourism Economic Activity Monitor (STEAM) figures, which paint a strong picture of Dundee’s growing visitor economy.

Last year saw a 4.6% rise in visitor numbers, reaching 1.4 million – the highest in a decade – split evenly between day trippers and overnight guests.

That figure marks an impressive 78% increase since 2014, highlighting Dundee’s continued transformation into one of the UK’s most dynamic cultural and tourism hubs.

Tourism has also supported 3,593 full-time equivalent jobs in 2024, up 2.7% on the previous year, underlining the industry’s role as a vital contributor to local employment and economic growth.

Building on this momentum, a new five-year tourism strategy has been launched to strengthen Dundee’s appeal, encourage visitors to stay longer, and expand the city’s year-round offering.

Overseen by the Dundee Tourism Leadership Group, which brings together key partners including VisitScotland, Dundee City Council, hotels, and visitor attractions, the plan sets out a shared ambition for the next chapter of the city’s success.

The Tourism Leadership Group hopes to make Dundee be recognised as Europe’s best emerging city break destination by 2030.

The strategy is centred around several core goals, including growing sustainable jobs, extending visitor stays, increasing bed nights throughout the year, and promoting Dundee’s reputation as a high-quality, engaging, and inclusive destination.

It also highlights the city’s commitment to sustainability, encouraging responsible tourism that benefits local communities and the environment.

Leaders believe that the combination of world-class attractions like V&A Dundee, and new developments along the waterfront position Dundee strongly for its 2030 vision.

With the Eden Project on the horizon too and growing international recognition, the city’s confidence in its tourism potential has never been higher.