Scotland unveils comprehensive plan to establish Dundee as Europe’s top emerging city holiday destination by 2030 with strategic focus on cruise and local engagement

Posted on November 2, 2025

Dundee has been identified as a city break destination in Europe requiring Dundee to develop into an emerging city break destination in Europe by 2030 as part of Scotland’s ambitious and comprehensive five-year plan for Dundee to become an emerging city break destination in Europe as planned. As part of the Dundee Tourism Strategic Action Plan, it focuses on local community development in Dundee as part of stimulating the growing socio-economic status of Dundee in the context of increasing the attractiveness of the growing city economically, stimulating local Dundee tourism economically to increase job creation and delivering unusual and memorable experiences to build economically significant turnover and increase the attractiveness of the growing Dundee tourism.

Dundee, Scotland, has its sights set on becoming one of the most sought-after holiday destinations in Europe by the end of the decade. Through a bold five-year tourism action plan, the city is establishing itself as a vibrant center for culture, business and tourism. The plan, which runs from 2025 to 2030, is a collaboration between the city’s local government, VisitScotland, and representatives of local attractions, hotels and tour operators. Together, they aim to create an environment in which visitors and locals can thrive, while significantly boosting the city’s economy.

Growth of tourism in Dundee

Dundee has seen amazing growth in its tourism sector in recent years, contributing a staggering £333 million to the city’s economy in 2024. This represents a 4.6% increase in visitor numbers on the previous year, with 1.4 million tourists visiting the city. This represents a 78% increase in the number of visitors since 2014. Alongside the rise in tourism, the number of full-time equivalent jobs in the sector also saw a growth of 2.7%, bringing the total number of tourism-related jobs to 3,593.

The significant rise in visitor numbers and economic contribution highlights Dundee’s growing appeal as a city holiday destination. However, with an ambitious tourism business plan in place, city leaders are determined to build on these successes and continue to drive growth over the next five years.

Strategic priorities for Dundee Tourism

Dundee’s new tourism strategy is centered around four key priorities aimed at creating a strong and sustainable tourism economy that benefits both residents and visitors. These priorities are:

1. Empowering the people of Dundee: The primary focus is to ensure that local residents are able to directly benefit from the city’s expanding tourism sector. The plan identifies the need to create jobs and promote deeper connectivity between Dundee residents and the tourism experience.
2. Enhancing the city’s attractivenessThe second priority focuses on improving the city’s overall attractiveness. This includes revitalizing the city center and increasing Dundee’s appeal as a holiday destination, while also leveraging cruise and event tourism to attract more visitors.
3. Provide unforgettable experiences: Dundee’s tourism strategy emphasizes the importance of high-quality experiences that play a role in enhancing the city’s unique strengths. By enhancing the visitor journey, the plan seeks to offer a range of bookable experiences and expand the impact of business events held in the city.
4. Building business resilience and sustainability: Priority Four focuses on ensuring Dundee’s visitor economy remains resilient and profitable. This includes strengthening partnerships with key tourism players and strengthening links with the surrounding region to ensure long-term sustainability.

These priorities lay the foundation for Dundee’s future as a leading European city destination. Through targeted actions and strategic cooperation, the city aims to position itself as a better choice for tourists seeking diverse cultural and entertainment experiences.

First-year business plan: laying the foundation

The first year of the Tourism Strategy is dedicated to initiating key actions that will create momentum for the coming years. The focus in the initial phase is on updating the city’s brand, which will help position Dundee as an exciting new destination for local and international visitors. One of the key initiatives is the launch of the “Pride of Place” campaign, designed to engage local residents and ensure they are active participants in the city’s tourism success.

In addition, the city plans to stimulate demand for tourism by targeting residents of the Dundee city area, encouraging them to explore attractions close to home. Dundee is also preparing to welcome an increase in cruise ship calls by 2026, a vital source of tourism revenue that is set to grow significantly over the coming years.

To further boost tourism, the city will improve its corporate events calendar to attract more visitors from the UK and abroad. This will be complemented by strengthened relationships with VisitScotland, enabling Dundee to capitalize on its emerging position as an exciting and dynamic destination. Together, these actions will pave the way for sustainable tourism growth in the coming years.

Year 2 to 5: Sustain growth and build on success

As the plan progresses, years two to five will focus on expanding the city’s tourism offerings and enhancing the impact of existing attractions. Among the key measures will be to focus on the growing importance of cruise tourism. Dundee plans to develop partnerships with Cruise Forth and Cruise Scotland to maximize the value of cruise ship calls, which are expected to increase significantly in the coming years.

The City will also work to ensure the benefits of tourism are more evenly distributed across Dundee by promoting specific neighborhoods outside the city centre. This will help relieve overcrowding in popular areas while also giving visitors the opportunity to explore lesser-known parts of the city. Dundee’s VisitDundee website and social media channels will be key tools in promoting these neighborhoods and highlighting the diverse tourism offerings available across the city.

Another key action in the long-term plan is to update wayfinding points throughout the city. Information boards and signage will be revamped to reflect the expanded offering for visitors, ensuring ease of navigating and discovering all that Dundee has to offer.

Research and marketing: learning from best practices

To ensure the city attracts the right kind of visitors, Dundee tourism chiefs will conduct research to identify which markets bring the most value to the city. The results will help shape targeted marketing campaigns and ensure Dundee remains competitive in the global tourism market. As part of the strategy, city representatives will participate in major tourism events in the UK and globally to build new networks and learn from best practice in city branding and promotion.

Dundee’s strategic approach to tourism aims to position the city as a first-class European destination. The city’s rich history, unique cultural offerings and growing tourism infrastructure make it an ideal place for both short city breaks and longer stays. Thanks to the continued support of VisitScotland and key local partners, Dundee is on track to become one of Europe’s top emerging holiday destinations by 2030.

Looking to the future

The Dundee Tourism Action Plan represents a clear roadmap for the city’s growth over the next five years. With its focus on creating high-quality experiences, expanding employment opportunities, and diversifying its tourism offerings, the city is poised for long-term success. By fostering local pride, investing in new partnerships, and continuing to deliver exceptional visitor experiences, Dundee is poised to become a major player in Europe’s tourism landscape. As the city continues to develop, it remains committed to enhancing its appeal for both visitors and residents alike, ensuring a prosperous future for all concerned.

Scotland intends to achieve its vision of making Dundee the top emerging city holiday destination in Europe by 2030. This mission statement highlights expanding cruise tourism and building local relationships as pivotal pillars of developing economic uplift and visitor experiences. It aims to achieve economic advancement through local participation.

Dundee continues to embody its vision and strategic focus through this tourism strategy. It signals Dundee’s expected growth towards becoming one of Europe’s leading holiday destinations by 2030. Dundee’s strong partnerships and prioritization of sustainability will provide a positive global experience for visitors.