The Edinburgh 2020 Tourism Strategy sets out three clear and ambitious growth targets:
- Increase the number of visits and visitors by one third by 2020, from 3.27 million to 4.39 million visitors per annum, generating an additional 4.15 million visitor nights. This equates to an increase of 3% per annum;
- Generate an extra £485 million per annum by 2020, taking the total visitor spending from £1.015bn to £1.5bn in 2010 prices;
- Achieve 50% of additional visits during the months of October to March and reduce the current 40:60 split in visitors to 43:57 between October to March and April to September.