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www.edinburghcastle.gov.uk. Tourism in Scotland. c.20 million visitors a year Traditional Markets Rest of UK Europe North America Japan Australia Growing Markets China India Russia Brazil Increasing number of flights into Scottish Airports . Tourism in Edinburgh.
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Tourism in Scotland • c.20 million visitors a year • Traditional Markets • Rest of UK • Europe • North America • Japan • Australia • Growing Markets • China • India • Russia • Brazil • Increasing number of flights into Scottish Airports
Historic Scotland Executive Agency of the Scottish Government 345 properties in care managed on behalf of Scottish ministers for the benefit of people living in and visiting Scotland Mission statement: ‘To safeguard Scotland’s historic environment and to promote its understanding and enjoyment’ Part Government funded & part self funding 74 staffed sites: Single largest operator of paid-for Visitor Attractions in Scotland
Edinburgh Castle – Visitor Services • ‘World Class Welcome’ • Admissions Team • Visitor Information • Stewarding Team • Guided tours • Guide books • Interpretation, museums & exhibitions • Audio guides • Shops • Cafes • Toilets/baby changing • Disabled access
Edinburgh Castle – Visitor Reception Project • Improve the service • Reduce waiting times & • queue management • Esplanade and view • New ticket office, machines & • Visitor Information Centre • New dedicated Edinburgh Castle • Website & print at home ticketing • New Edinburgh Castle Brand • Improved signage, guidebook & • audio tour • New staff uniforms
Edinburgh Castle – What else goes on? Weddings & functions Conferences & meetings Army & Royal visits V.I.P visits Scottish Government Media & press Education visits (28,326 in 08/09)
Edinburgh Castle – Special Events Military Tattoo Concerts Fireworks Performances & displays Hogmanay St Andrews day Free weekend Kids go free
Edinburgh Castle – Behind the scenes Managers Office support Conservation and maintenance Catering & functions Understanding & Access Cleaning Historians/archaeologists Museum curators Army & Scottish National War Memorial
Traditional Building Skills • Stone Masonry • Stone Cutters • Builder Masons • Bricklayer • Dry Stone • Roofing • Thatcher • Slater • Lead work • Tiler • Plasterers • Lime & Mortar • Decorative • Other Trades • Plumbers • Joiners • Painters • Gilders • Electricians • Labourers
Conservation & Research • Conservators • Stone • Plasterwork • Wood • Painting • Archaeologists • Architects • Surveyors
Edinburgh Castle – Marketing & Partners • Marketing • Historic Scotland • Edinburgh Castle Brand & website • E-marketing (Google adverts in US, Germany, Norway, Australia, UK & Ireland) • TV Adverts (membership offers, Homecoming events) • Advertising in local & national press • Bus Campaign • Foreign Markets (e.g. Tourism expo’s & conferences) • Promotions - membership & explorer pass • Sponsorship of Tourism Information Centre • Homecoming Scotland: whole Scottish Tourism industry got behind it. Example of 1 message with multiple partners and potential for legacy. • Partners • Scottish Government & Visit Scotland • Edinburgh World Heritage • Edinburgh City Council (Edinburgh Inspiring Capital) • DEMA (Destination Edinburgh Marketing Alliance) • ETAG (Edinburgh Tourism Action Group) • Castlehill Partners & Local Business • Army & the Edinburgh Military Tattoo • National Trust for Scotland • National Museums Scotland • Historic Houses Association • ASVA (Association of Scottish Visitor Attractions) • ALVA (Association of Leading Visitor Attractions, 1m+)
Edinburgh Castle – 3000 years of history • www.edinburghcastle.gov.uk