Developing Edinburgh’s Next Tourism Strategy – Phase 1

Phase 1: Research & Analysis

In November 2018 a Short-Life Working Group was established to deliver Phase 1 of the development of Edinburgh’s new Tourism Strategy 2030.

Phase 1 focused specifically on delivering initial research, evidence gathering, analysis and interpretation, with the aim of ensuring that the process of developing the new strategy is founded on and informed by a robust evidence base.

The core objectives were to ensure that the new tourism strategy:

  • Is evidence based and market-led
  • Informed by international benchmarking
  • Takes account of future tourism trends
  • Takes account of broader economic and trading conditions
  • Takes account of changes in existing and/or new relevant policies or legislation
  • Considers the ongoing data requirements/opportunities for the sector, aligning with the City Region Deal Data Driven Innovation Programme

Toposophy was commissioned to analyse and interpret the evidence base and you will find both the Executive Summary and Full Report here.

TASKS included:

  • A desk-based audit identifying and sourcing all existing relevant research
  • Identifying any current and/or planned relevant research and the opportunity for synergy with the strategy development process
  • Identifying the gaps in data and intelligence
  • Aligning with the Data Driven Innovation programme to articulate a tourism data proposition for the city going forward
  • Sourcing existing relevant benchmarking research
  • Sourcing relevant tourism trends data and research
  • Commissioning of an external consultancy specifically to analyse and interpret the evidence gathered
  • Share the emerging findings/implications of the research to relevant audiences including the existing Tourism Strategy Implementation Group, CEC and to industry at ETAG Conference on 31st January 2019

The Working Group comprised representatives from:

  • City of Edinburgh Council
  • Data Driven Innovation Programme Team
  • ETAG
  • Marketing Edinburgh
  • Scottish Enterprise
  • VisitScotland