VisitBritain is encouraging Australian travellers to look beyond the sporting action as Glasgow prepares to host the 2026 Commonwealth Games, highlighting the city’s music, food, culture and outdoor attractions.
The Games will run from 23 July to 2 August 2026, with more than 3,000 athletes from 74 countries competing across four venues in Scotland’s largest city.
Sporting events continue to drive UK tourism
VisitBritain said major sporting events remain a significant contributor to Britain’s visitor economy.
According to the tourism body, around 2.2 million international visitors to the UK each year attend a live sporting event during their trip, generating £2.3 billion in visitor spending. Australians account for around 81,000 of those visitors annually, contributing approximately £100 million to the UK economy.
VisitBritain Country Manager Australia and New Zealand Kristen Angus said Glasgow 2026 provides an opportunity to showcase the city beyond the competition venues.
“More than a world-class sporting event, the Commonwealth Games are a celebration of diversity, excellence and shared values and a gold medal opportunity to showcase Glasgow’s energy, creativity and warm welcome to Aussie and Kiwi travellers.
“Sport is a powerful driver of travel. It inspires visitors to go further, stay longer and spend more, while connecting with local communities and discovering more of Britain.”
Ten reasons to extend a stay
To encourage visitors to spend more time in the destination, VisitBritain has highlighted a range of experiences beyond the Games.
Among the attractions are Glasgow’s status as a UNESCO City of Music, its award-winning dining scene, more than 90 parks and gardens, the historic “Clockwork Orange” subway, Fossil Grove, the city’s architectural heritage, and nearby attractions including The Kelpies and the Falkirk Wheel.
For the travel trade, the campaign reinforces opportunities to package the Commonwealth Games with broader Scotland and UK itineraries, encouraging clients to extend their stay beyond the event.
