The Aim of the Edinburgh Tourism Strategy 2030 is:
“To reinforce Edinburgh’s position as a leading global destination, promoting and preserving our celebrated cultural and historic city, supporting strong and sustainable economic growth whilst positively influencing the quality of life for the city’s residents and actively contributing to the success of the wider Scottish visitor economy.”
The Strategy outlines five Strategic Pillars: 1. Our People, 2. Our Place, 3. Our Environment, 4. Our Partnerships and 5. Our Reputation, which underpin the delivery of the Strategy, and have helped to shape the Strategic Outcomes:
Read the full Edinburgh Tourism Strategy 2030.
The Edinburgh Visitor Economy Strategy Board provides strategic leadership, oversight and direction for the delivery of the Edinburgh Tourism Strategy 2030.
DELIVERING THE EDINBURGH TOURISM STRATEGY 2030
Edinburgh Visitor Economy Partnership (EVEP)
The Edinburgh Visitor Economy Action Plan (see below) sets out the route map for achieving our 2030 ambitions and focuses on six themes. To support its implementation, a new Hub & Spoke* delivery model was put in place — the Edinburgh Visitor Economy Partnership (EVEP).
EVEP is a dynamic and collaborative network at the heart of delivering the 2030 Strategy. It brings together partners from the private, public, and third sectors to share resources, skills, and knowledge. Working together, the network helps drive the Action Plan forward and aims to support a thriving, sustainable visitor economy.
* Hub = central point of support and coordination / Spoke = delivers the activity
For further information on the Edinburgh Visitor Economy Partnership please contact, Karen Christie, Programme Manager, karen.christie@evep.org.uk.
The Edinburgh Visitor Economy Action Plan
The Edinburgh Visitor Economy Action Plan sets out the immediate priorities for action, as agreed by partners, stakeholders and industry, to deliver the Strategic Outcomes.
The key priorities for action of the Edinburgh Visitor Economy Action Plan are:
- Towards Net Zero
Reducing the environmental impact of tourism and supporting the city’s wider ambition to become a net zero destination. - Fair Work, Recruitment & Retention
Positioning tourism as a career of choice — offering quality jobs, fair conditions, and opportunities for people to thrive. - Visitor Management
Managing the impact of tourism to ensure it benefits more communities, respects residents, protects the environment, and enhances the visitor experience. - Destination Marketing & Promotion
Promoting Edinburgh as a world-class destination — for both leisure and business — to stay competitive and grow our global appeal. - Data, AI & Technology
Using better data and embracing new technologies to support smarter decisions and drive innovation across the visitor economy. - Business Engagement & Support
Connecting and supporting businesses to grow, collaborate, and contribute to a thriving, inclusive visitor economy for the whole city.
Click the image below to view the Edinburgh Visitor Economy Action Plan:
WHAT WILL SUCCESS LOOK LIKE IN 2030?
In 2030, we will have successfully delivered the Strategy, if we have achieved our Strategic Outcomes:
(i) A Thriving Visitor Economy – Economic prosperity without compromising social and cultural well being or the built and natural environment.
(ii) Fair Work and More & Better Job – Those who work in the sector are valued and feel proud to work there. People have opportunities to grow and develop. Fair work is embedded across the sector.
(iii) Ongoing Investment In The City – We continue to have investment that can support, nurture, improve and enhance the city for everyone who lives and visits.
(iv) Toward Net Zero Target – The visitor economy has taken steps to reduce carbon emissions. Visitors are encouraged at every touch to minimise environmental impact.
(v) Better Quality of Life – The people of Edinburgh love their city; it’s vibrant, inclusive and accessible. The success of the visitor economy has delivered benefits that have improved the day to day lives of those who call the city home.
DEVELOPMENT OF EDINBURGH TOURISM STRATEGY 2030
The development of the Edinburgh 2030 Tourism Strategy was initiated by SIG, now known as the Edinburgh Visitor Economy Strategy Board in 2018, in line with the city’s new Economy Strategy which was approved by the Council in June 2018.
The Edinburgh Visitor Economy Strategy Board agreed an 18 month, 3 phase development programme running from October 2018 to January 2020:
Phase One – Initial research, evidence and analysis
Phase Two – Consultations with key stakeholders and industry
Phase Three – Strategy development, public consultation and publication
ETAG facilitated the strategy development process on behalf of the Edinburgh Visitor Economy Strategy Board and the strategy was formally launched at the ETAG 2020 Conference.