Panto Pays: festive theatre season delivers economic boost

As part of Glasgow 850's Get You In Panto Town celebration, new figures reveal the significant economic contribution of Glasgow's beloved pantomime season to the city's economy.

Article Source: Glasgow 850
Last Updated: 3 December 2025 11:34

Along with bucket loads of festive cheer, the cherished annual tradition drives substantial footfall, job creation, and vital support for local businesses, from restaurants to retail, during the winter months.

It is estimated that Glasgow’s festive shows from The Citizen’s Theatre, The King’s Theatre, The Pavilion and The Tron will see combined attendances of 214,000.

Around 257 full, part time and seasonal jobs are created as a result, spanning everything from set design and sound and lighting to marketing, stewarding and more.

The festive productions draw thousands into the city centre, increasing footfall and boosting sales for surrounding businesses across transport and hospitality.
This seasonal surge complements a year of strong growth for Glasgow which has enjoyed a very strong city centre retail and footfall performance in 2025, with Glasgow outperforming other major UK cities.

SPT sees a significant surge over the period as people flood to the city centre to enjoy the festivities, with the Glasgow Subway open until 8.30pm every Sunday from 30 November - 21 December. The 2024 festive period saw Glasgow Subway patronage surpass 2.3 million, while more than 2.5 million passed through Buchanan Bus Station – and 2025 looks set to follow a similar trend. Last December hotel occupancy rates were at a strong 65.3% in the city.

Panto is a major driver for the city’s visitor economy, contributing towards the overall £2.39 billion generated in direct visitor expenditure in 2024.

Glasgow City Council Leader Susan Aitken said: “The festive season is hugely important for city businesses, and it is clear that Glasgow’s beloved panto – as part of an incredibly rich and varied cultural sector – plays a starring role.

“From restaurants and bars to shops and transport, panto brings a serious seasonal boost to Glasgow’s economy. More than 214,000 people are estimated to be travelling into town to enjoy our theatres’ festive offerings over the coming weeks, demonstrating the phenomenal reach and impact of these productions.”

Stuart Patrick, chief executive at Glasgow Chamber of Commerce, said: “Panto season is more than a cherished tradition, it is a driver of city-centre vibrancy. By bringing thousands of families into Glasgow each winter, our theatres spark footfall, support local businesses and showcase our culture. We’re proud to back this collaboration across four brilliant venues, recognising the powerful knock-on effect the arts have on our economy, our communities and the continued growth of our city centre.”

Chief Marketing Officer of Lomond Leisure Group said: “At Mharsanta, panto season fills our tables with families and friends, as people head to The Tron Theatre, while Gael & Grain thrives on the buzz of pre theatre dining with families heading to The King’s Theatre. Together, it proves how pantomime keeps Glasgow’s hospitality booming through the festive period.”

Pantomime is an integral part of Glasgow's cultural fabric and for many, serves as a first magical introduction to live theatre. Beyond the stage, the industry is crucial for nurturing the next generation of creative talent, providing career pathways for performers, designers, and technicians, ensuring a sustainable future for Glasgow's vibrant cultural sector.

The Get You In Panto Town initiative, which rounds off Glasgow’s 850th birthday celebrations, encourages Glaswegians to embrace this treasured tradition. By drawing people into the heart of the city, the campaign supports the wider 'Get You In Town' initiative, promoting Glasgow as a premier destination for culture, leisure, and festive celebration.

Pantos are running at venues across Glasgow until January 2026, click here to see what's on.

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