The bureau said that hotels, restaurants, shops, bars and other businesses will be provided with a positive boost when the 20th awards show arrives in the city this week. It will also provide a global platform for the ceremony’s venue, The SSE Hydro.
A survey of 11 major hotels in Glasgow showed occupancy levels are expected to be at 80%, compared to last year’s rate of 55%.
Glasgow previously welcomed the MTV Crashes show in 2010, which saw music artist P Diddy and his group Diddy Dirty Money headline a sell-out crown at the Old Fruitmarket. GCMB continued its relationship with the music brand to secure the 2014 event with support from national tourism organisation Visit Scotland.
Councillor Gordon Matheson, leader of Glasgow City Council and chair of the GCMB, said: "It had been our ambition as part of Glasgow’s major events strategy to attract the MTV EMA for a number of years. Hosting the MTV EMA will have a substantial, direct and positive impact on Glasgow.
"In addition to delivering a significant boost to our economy – which we believe will be in the region of £10m – and providing a base on which local businesses, creative industries and the wider tourism sector can capitalise, it will also position Glasgow alongside its key competitors, and previous EMA host cities, including Paris, London, Milan, Barcelona, Rome, Berlin and Madrid."
Bob Bakish, president and chief executive of MTV’s parent company, Viacom International Media Networks, added: "The MTV EMA is always a huge draw, not just for local music fans, but nationally and internationally as well, and our experience of staging the event over the last 20 years suggests it provides a noticeable economic boost for the host city every year.
"MTV will have a production crew of more than 1,000 people on the ground in Glasgow and an even larger number of guests from all over the world will be coming to the city at our invitation – including performers, press, advertisers, distributors and other business partners – alongside many visitors from other parts of the UK and overseas. The MTV EMA offers a fantastic opportunity to showcase Glasgow as a visitor destination and its capacity to host events with global reach and profile."
Artists including Nicki Minaj, Ariana Grande, Calvin Harris and Ed Sheeran have all been confirmed to perform at the event, as well as Black Sabbath star Ozzy Osbourne, who will collect the Global Icon award.
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