The SSE Hydro has helped secure Glasgow a place in travel bible Rough Guide’s top 10 tourist destination list.
The publication credited the £125 million arena as evidence of the city’s growing status as a “cultural powerhouse”.
Opened in September, the 13,000 capacity venue has already welcomed international stars including Rod Stewart, Fleetwood Mac and home grown star Calvin Harris.
And 2014 will see it take centre stage as it hosts the Commonwealth Games netball and gymnastic events, a lavish opening gala for the Ryder Cup golf tournament and the 20th annual MTV Europe music awards.
Every year Rough Guide highlights the must-see cities of the world. Glasgow features in this year’s list alongside World Cup host city and carnival capital Rio, as well as rejuvenated Sarajevo, Marseille and 2014 Capital of Culture Umea in Sweden.
The guide praised Glasgow for its radical transformation of the River Clyde in recent years with the opening of The SSE Hydro as well as the award-winning Riverside Museum.
SSE’s 10-year investment and sponsorship of The SSE Hydro was announced in 2011 and has helped propel the venue onto the world stage. The partnership enables SSE to offer its customers pre-sale access to tickets up to 48 hours in advance of general sale as well as upgrades to exclusive lounge access or parking as customer rewards.
Wendy Barbour, SSE Director of Commonwealth Games and Sponsorship, said: “We’re proud to support live entertainment in Scotland through our investment at The SSE Hydro and it’s great to see that presence helping Glasgow once again to be recognised as a cultural powerhouse.
“The opening of The SSE Hydro was a historic moment for Glasgow and for Scotland as well as an exciting new chapter for SSE. We’re delighted to be able to offer SSE customers exclusive access to some of the world’s biggest events.”
As well as entertainment, SSE is also a major investor in UK sport. It is sponsoring the Glasgow 2014 Commonwealth Games as well as grassroots talent preparing for future Games with the SSE Next Generation programme in association with SportsAid.
SSE also supports shinty, golf, rugby union, cricket and football across the UK.