Connecting to our visitors though food and drink

Food and drink are essential parts of Scotland’s identity and important for creating a memorable visitor experience. They provide a gateway for visitors to not only experience the best of Scotland’s exceptional natural larder but to also connect with and learn about the people and communities behind the food and drink. 

For VisitScotland, we know that having a strong food and drink offering across our regions is a crucial part to growing our visitor economy. In 2023, £702 million was spent by domestic overnight visitors alone on food and drink during their stay. 

And that’s not taking into account our international visitors. We’ve seen a rising trend in the desire for truly authentic and immersive experiences that allow visitors to really connect with and give back to the places they are visiting. 

Food and drink allow for that connection – behind the restaurants are the stories of dedicated owners, rising star chefs, hard-working front of house staff and family-owned venues. Learning about their history and traditions can make the food that makes its way to the plates even more special. 

It’s no surprise then that in 2023, over 62% of our long-haul visitors took part in food and drink experiences such as visiting a farmers’ market, a fine dining restaurant, cookery class or food festival. 

The desire to dig deeper and understand the people and communities behind the food is clear. 

That’s what makes the Taste the Place campaign, part of Glasgow’s 850 celebrations exciting. Not only does supporting independent businesses help grow the local economy, but it’s also a force for good, fostering thriving communities that are proud to showcase the people and produce behind their business. Going beyond the plate, the spotlight will be on the people, the communities, the collaboration between business and suppliers and the sustainable food systems that all work together to make Glasgow a vibrant and diverse food and drink scene. 

The use of self-guided digital platforms, like Taste the Place with its three themed experiences, also makes it easy for visitors to craft their own unique journey, weaving their way through Glasgow’s food scene whilst learning about the city’s rich culture, history and traditions. 

Through Taste the Place, Glasgow is proving that food and drink are not just about sustenance – they are integral to the city’s identity, economy, and visitor experience.