Tourism growth strategy for Edinburgh

Scotland’s Minister for Enterprise, Energy and Tourism has set out a tourism growth strategy for Edinburgh to achieve by 2020.
 
Fergus Ewing MSP was speaking at the seventh annual Edinburgh Action Group conference on 25 January about the ambitious strategy which is a result of extensive research and over 150 consultations with tourism-related businesses, including conference and event providers.
 
The Edinburgh Tourism Strategy seeks to increase the number of visits by one third: from 3.27m visits to 4.39m visits, generating an additional 4.15m visitor nights, an increase of 3 per cent per annum.
 
It also looks to increase the value of every visitors’ spend by 10 per cent, from £310.40 to £341.44 per visitor trip. Combined with increasing the number of visitors by a third, this will generate an additional £485m per annum by 2020, taking the total visitor spend from £1.015bn to £1.5bn in today’s prices.
 
Finally it sets out to reduce seasonality across the sector. The target is to achieve 50 per cent of the additional growth during the months of October to March and reduce the current 40:60 split in visits to 43:57 between October to March and April to September.
 
Sue Stuart, Marketing Edinburgh, Convention Bureau said: “What we need to take from the new Edinburgh 2020 tourism strategy is how essential working in partnership is for us to grow and improve Edinburgh’s conference and events market.
 
“This is an exciting time for the city with projects such as the completion of the Edinburgh International Conference Centre expansion fast approaching. Business tourism is paramount to enable Edinburgh to develop as a global destination and it is only by working together that we can maximise opportunities to further improve Edinburgh’s reputation and its future international ranking.”
 
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Paul Colston

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Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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