HomeAbout 2020Edinburgh Tourism Strategy Review Published

Edinburgh Tourism Strategy Review Published

The Edinburgh 2020 Tourism Strategy Midterm Review confirms that Edinburgh’s tourism sector continues to go from strength to strength and is on track to grow visitor spend to £1.5 billion each year by 2020.

Commissioned on behalf of the Edinburgh 2020 Strategy Implementation Group, the review includes a detailed analysis of the tourism sector performance over the last 4 years, extensive consultation with key stakeholders and tourism businesses, and a review of the strategic priorities going forward.

Key findings from the review show that:

  • The number of visits to Edinburgh has increased by 580,000, from 3.27 million in 2010 to 3.85 million in 2015
  • Visitor spend has grown by £300 million per year, from £1,015 million to £1,318 million
  • The increase in visitor spend supports an additional 3,822 jobs
  • 10 new hotels have been built, creating an additional 1,400 rooms, with 2,000 more in development
  • Edinburgh continues to act as “the gateway to Scotland”, with 18% growth in international trips

Priorities for the next 4 years of the strategy include:

  • Focusing on growth markets, such as China, accessible tourism and the youth travel market
  • Attracting additional visitors during the January – March period, which remains the quietest time of year for visitors to the city
  • Building on the city’s success in the Meeting, Incentives, Conferences & Exhibitions (MICE) market, reflecting the high level of delegate spend at business events
  • Encouraging visitors to explore beyond the Old Town, into other parts of the city, the wider city region and the rest of Scotland
  • Focusing on digital technology to enhance the visitor experience, create new products and experiences and improve business productivity

The review also highlights the opportunity to bring an additional £100 million of visitor spend to the city by 2020, if the opportunities arising from the proposed reduction in Airport Passenger Duty (APD), the Edinburgh and South East Scotland City Region Deal and the growth in new markets such as China can be fully realised.