This case study is part of our visitor economy series, showcasing the widespread benefits of tourism and events in Scotland.
We spoke to V&A Dundee to hear more about how the visitor economy supports wider sectors and has positively impacted the local area.
V&A Dundee is Scotland's design museum and part of the fantastic redevelopment of Dundee's waterfront. We first opened our doors in September 2018 and the museum building is a design marvel in itself - designed by Japanese architect Kengo Kuma and inspired by our waterside location and the Scottish cliffs.
Inside, you'll find a mix of temporary and permanent exhibitions celebrating both Scottish and international design. We champion design in all its forms, and explore how design sparks creativity and impacts our daily lives.
V&A Dundee isn't just a museum; it's a buzzing cultural hub with events, workshops, and learning projects happening all the time. Plus, our spot along the River Tay offers stunning views, making us a must-see visit, bringing a new wave of creative energy to Dundee.
V&A Dundee at night. Credit: Frame Focus Capture Photography
Dundee has a long cultural heritage and we are part of a great scene with other venues such as DCA, the McManus: Dundee's Art Gallery and Museum and Discovery Point Dundee. The addition of V&A Dundee has made Dundee a unique place to experience extraordinary design from Scotland and around the world, especially as we are the UK’s only UNESCO city of design.
We’re really proud of the impact the museum has had since opening in 2018, playing a central role in Dundee’s waterfront regeneration and inspiring further investments such as new hotels and restaurants. The museum is an incredible resource for people living in Dundee and Scotland, drawing visitors to the region, refreshing the face of the city and contributing to local investment. To mark our 5th anniversary, an independent report showed that the creation of V&A Dundee has generated £304 million for the Scottish economy, including £109 million for Dundee.
Dundee now welcomes over 50% more tourists compared with before the museum opened - which is a great result. Dundee really has established itself on Scotland’s tourist map now as a great compact city on the east coast with lots to see and do.
V&A Dundee’s iconic architecture and dramatic waterfront setting, has made it increasingly sought after as a filming location for TV productions. As the only Kengo Kuma-designed building in the UK, its growing on-screen presence showcases its distinctive design to a global audience, helping to attract more visitors and boosting Dundee’s reputation as a hub of creativity.
V&A Dundee has played a starring role in many UK and international TV productions including BBC Antiques Roadshow and the Secrets of the Museum series, as well as Alan Cumming’s series All Aboard! Scotland’s Poshest Train and Kirsty Wark’s series, Icons of Style.
Dundee was most famously used as a location for the critically acclaimed HBO series Succession, starring Dundee-native Brian Cox. This far-reaching exposure continues to bring international attention to the city of Dundee and V&A Dundee.
We are lucky to work with incredible designers throughout the year, from our exhibitions and events, to our merchandise and graphic design.
Our shop and ecommerce site stocks a brilliant range of curated design products, including the work of over 50 Scottish designers and makers. It is a good place to buy gifts and great design, knowing that you are supporting the design industry in Scotland.
We regularly collaborate and commission Scottish designers. This year we are working with the design team Irregular Sleep Pattern. Launched by wife and husband team Jolene Crawford and Mil Stricevic, they have long been on our wish list to work with. We were delighted to be their first ever collaboration and together we have created a wonderful range of exclusive clothing and homeware to support our major exhibition Garden Futures: Designing with Nature.
We also host two annual design markets each year with Tea Green Events where you can buy direct from around 100 independent designers and makers from Dundee and across Scotland.
A tapestry designed by local volunteer stitchers goes on display. Credit: V&A Dundee
Every day we are working with local communities across projects and events, supporting inclusive initiatives and integrating design into education, fostering engagement and wellbeing.
Our Dementia Cafés’, run by Alzheimer Scotland, are now a regular monthly event at V&A Dundee, supported by the players of People’s Postcode Lottery.
The Cafés offer a welcoming and caring environment in the museum where people living with dementia and their carers can socialise, share experiences, and engage in new activities.
Activities are linked to our programme, be that photography, knitting or garden design. It’s been brilliant to see these go from strength to strength – we now regularly attract around 50 local folk who are affected by dementia. It’s a great opportunity to come along and meet others in a similar position.
We’ve seen friendships grow and develop, enabling rapport and connection. This, plus the fantastic setting means the Cafés are a regular date in the diary for many. The power of a good chat and a hot drink should never be underestimated!
We have so much to offer across Scotland, and tourism is the lifeblood for many people. Drawing visitors to places like Dundee helps local cultural organisations and small businesses thrive, and we actively encourage people to explore more places in Scotland that might be off the traditional beaten track to spread that benefit.
The visitor economy significantly contributes to the nation's economic, social, and cultural vitality. Scotland’s arts and cultural scene is world-class, from festivals and galleries, to deep-rooted intangible heritage and history. We warmly welcome people from the UK and around the world to explore Scotland's rich design legacy alongside contemporary creativity.
By promoting Scotland as a premier destination, we not only boost economic growth but also enhance the quality of life for everyone, ensuring Scotland remains a vibrant and welcoming place to live, work, and visit.
