TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE A presentation by:

1. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE A presentation by: Kenneth Wardrop, MTSEconomic Development ManagerEconomic Development ServiceCity Development DepartmentThe City of Edinburgh Councilat theTourism Management Institute Annual Convention, Newcastle22nd September 2005

2. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE • Tourism in Edinburgh - some statistics: • UK trips c. 4m/10m bed nights pa • Overseas trips c. 1m/5m bed nights pa • Value of overnight tourism c. £1.2bn pa • Value of overseas visitors =  of Scottish total • Growth of 12% -v- 8% pa for Scotland of overnight visitors • In top 10 highest yield for hotels of world wide cities • Hotel occupancy levels average over 75% across year

3. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE Changing Visitor Characteristics: • Changing profile of Edinburgh visitors (49% now under 35) • Greater number of UK visitors (57%)/decline North American growth Western European visitors • Growth of short breaks (4 days)/year round tourism • Greater use of internet/shorter advanced booking period • Greater use of air transport (impact of no frills airlines) • Festivals cited by 14% of UK and 9% of overseas visitors as main reason for visit • 12% of all overnight stays are visiting friends and relatives (VFR) (consistent over past 5 years) • 24% of visitors to Edinburgh’s Hogmanay are VFR • 31% of visitors to the summer festivals are are VFR

4. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE • UK residents in 2003 took 34.3m trips equalling £3,444m spend (Source: UKTS). • For UK residents in 2003 VFR accounted for 42% of trips and 24% of spending on accommodation compared to hotel/motel/guest house at 29% of trips and 41% of spending (Source: UKTS). • Edinburgh Visitor Survey 2004/05 gave 8.4 rating out of 10 for customer service with 42% of people stating that “the friendly and helpful nature of local people was one of the things that impressed people most about the city” (www ljresearch.co.uk).

5. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE • Edinburgh Pass (www.edinburghpass.org) • Launched Spring 2005 • Part of European City Card Network • 25 Visitor attractions involved plus 25 discount offers • 24/48 and 72 hour passes costing £26/£34/£40 • Target break even sales 16,000 for first year (under target at moment) • Links to transport provider/Lothian Regional Transport Smart Card • UK, US, Germany and Netherlands top users • On average customers visit 4.37 attractions utilising the pass

6. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE • Council Citizen’s City Card • (www.edinburgh.gov.uk/cec/corporate-services/corporate communications/citycard) • Aspirations to stimulate “being a tourist in your own city/developing product awareness and knowledge while at some time addressing yield management” • Started 2000 • Distributed to 240,000 households with Council A-Z every June • Free card for residents • Approximately £400 cost of entry for businesses • Currently Royal Yacht Britannia one of three visitor attractions (20% discount/excluding August) • Currently majority of discounts are for restaurants, leisure facilities, etc. • Proposals to develop as a Smart Card/improved web site presence/link to Edinburgh Pass

7. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE • Importance of Festivals and Events to engender civic pride/social cohesion: examples MTV, 6 Nations Rugby/Cow Parade • 78% of residents stated: “Edinburgh’s Winter Festivals made Edinburgh a better place to live” • 10 out of top 15 visitor attractions free to residents • 30% of all attendees at Summer Festival Events are City residents • MTV European Music Awards 2003 strong focus on inclusion of local residents • Working with “meeters and greeters” (taxi and bus drivers/concierges) • Convention Bureau Ambassador’s Programme • Tourism is everyone’s business: “Pride and Passion movement” (www.prideandpassion.net) • New City Brand: “Edinburgh-Inspiring Capital” (www.edinburghbrand.com) • Scottish Executive: “First Impressions” initiative (www.scotland.gov.uk/publications/2005/05/firstimpressions response)

8. TOURISM IS EVERYBODY’S BUSINESS: EDINBURGH’S EXPERIENCE • Getting Edinburgh’s citizens involved in and supportive of tourism critical because of: • pride in place • the importance of first impressions, welcome and exceeding expectations of visitors • continued importance of the VFR market • importance of retaining repeat business • key audience for festivals and events • visitor dispersal/seasonality • recognition of tourism as a key driver of the local economy and major employer • making tourism a career of choice for citizens • ambassadorial role for Edinburgh residents promoting city as a great place to live, work and visit

9. TOURISM IS EVERYBODY’S BUSINESS:EDINBURGH’S EXPERIENCE “The festivals not only generate income for city residents they also play an important role in the city’s cultural life. They provide a diversity of entertainment and education which is available for residents as it is for visitors. The festivals also make a major contribution to the profile of the city and Scotland”. Source: SQW Festivals Economic Impact Study 2005 (www.lothianexchange.net) Questions?/Discussion Kenneth Wardrop, MTS Economic Development Manager Economic Development City Development, The City of Edinburgh Council kenneth.wardrop@edinburgh.gov.uk 22 September 2005