Below is Edinburgh’s Tourism Timeline showcasing some (there are too many to list them all!) of the most notable tourism achievements, developments and milestones in the city between 2000 – 2025.
Which ones do you remember? Perhaps you were involved in their success?
Edinburgh Visitor Levy
The City of Edinburgh Council formally announced the introduction of Scotland’s first visitor levy on 24 January 2025.
The 5% charge on paid overnight accommodation takes effect on 24 July 2026, but applies to bookings made on or after 1 October 2025.
£45-50m is estimated to be raised annually from the Edinburgh Visitor Levy, which will reinvested in the city. The funds will be distributed across three core areas: City Operations & Infrastructure (55%), Culture, Heritage & Events (35%), and Destination & Visitor Management (10%).
2025
Scotland’s first inland surf resort
The Lost Shore Surf Resort officially opened to the public on 11 November 2024.
Located at Ratho, ten minutes from Edinburgh Airport, it is Europe’s first inland surf resort featuring a lagoon roughly three times the size of a Wembley football pitch. It spans a 60-acre site, with the pool itself designed for 1,000 surfers, featuring a 250-metre beachfront and 160-metre-long surfing areas, offering over 20 different wave types.
The multi-million pound attraction also includes luxury accommodation, a wellness treatment studio, waterside restaurants, and shopping areas.
Image: with thanks Lost Shore.
2024
Edinburgh Visitor Economy Action Plan 2023-25
The Edinburgh Visitor Economy Action Plan was launched in May 2023.
The Action Plan is a proactive and practical ‘route map’ for delivering the Edinburgh Tourism Strategy2030.
The plan focusses on the short to medium term actions through to the end of 2025, while also laying foundations for the years following through to the end of the decade.
2023
Forever Edinburgh Resident Rewards
Resident Rewards, launched at the end of 2021/January 2022 by Forever Edinburgh, with the aim to re-connect city residents, with their city’s leisure, hospitality and cultural experiences after the pandemic.
Local tourism and hospitality businesses provide an exclusive offer for EH postcode holders to encourage them to enjoy the city for less.
The campaign is well established with businesses and residents, and continues to evolve each year.
2022
Johnnie Walker Princes Street opened
Johnnie Walker, the world’s most sold whisky, opened its flagship visitor centre on Princes Street in September 2021.
The eight-floor attraction includes: immersive tours on lower levels, a whisky cellar, a retail space, two rooftop bars and event spaces.
Since opening, the Johnnie Walker Experience has won several awards, including the World’s Leading Spirit Experience from the World Travel Awards 2023, Visitor Attraction of the Year from Whisky Magazine Awards 2023, and the Gold Award from Green Tourism.
2021
Forever Edinburgh was first launched in August 2020 as a response to the Covid-19 pandemic.
Spearheaded by ETAG, with close collaboration with various public and private sector partners, Forever Edinburgh was initially designed as the #ForeverEdinburgh campaign to support the city’s tourism and hospitality businesses to recover from the pandemic.
Today, Forever Edinburgh continues as the official destination marketing organisation and brand for Edinburgh.
2020
Development of Edinburgh Tourism Strategy 2030
In 2019 ETAG led the development of the Edinburgh Tourism Strategy 2030. It was finalised at the end of 2019 and formally launched in early 2020.
Today the strategy central theme of ‘Managing Growth’ and ensuring that tourism contributes to the wider ambitions for Edinburgh remains valid and the centre of tourism development activity.
2019
First ever direct flight between Scotland and China
The first ever direct passenger flight between Scotland and China, landed at Edinburgh Airport on 12 June 2018, on a Hainan Airlines flight from Beijing.
The inaugural flight was a significant achievement after years of collaboration between Edinburgh Airport, the City of Edinburgh Council and marketing agencies.
This route continues to operate today, and has boosted tourism, business travel, and investment by creating a direct link to the Chinese market, who remain a major visitor market to the city.
2018
Make it Edinburgh Campaign
Launched in October 2017, ‘Make it Edinburgh’ was a collaborative marketing campaign targeting UK and European meeting and event planners.
The campaign promoted Edinburgh as a leading destination for business events; showcasing the sectoral strengths of the city such as finance, life sciences and technology, as these are key drivers of business tourism.
Supported through the VisitScotland Growth Fund, the campaign was a collaboration of public and private organisations in the business events sector.
In its first 12 months, the campaign achieved an 87.6% increase in traffic to Convention Edinburgh’s website, and generated 147 business enquiries.
2017
VisitScotland Expo was hosted in Edinburgh
VisitScotland Expo 2016, Scotland’s original annual business-to-business event for the travel trade, was held in Edinburgh’s Royal Highland Centre and delivered a record year.
584 buyers and 286 exhibitors held more than 8,500 appointments and generated an estimated net economic impact of £2.5 million.
VisitScotland Expo, now re-branded ‘VisitScotland Connect’, still runs annually and remains a key date in the tourism industry’s annual calendar.
*Image: with thanks to Kim Walton
2016
ETAG’s Edinburgh China Ready Initiative launched
On 1 October 2015, ETAG launched the Edinburgh China Ready Initiative to position the city as a premier China-friendly destination.
Now in its 10th year, this successful ETAG Initiative is still going strong. Working with a range of partners, we continue to provide practical business support including: training, insights and toolkits to support the industry develop their offering to the Chinese visitor market. Central to the Initiative is Edinburgh’s official Chinese social media accounts, which are independently ranked in the top five destination accounts in the world.
The Initiative also engages with Edinburgh’s extensive Chinese Student population to encourage them to experience everything that the city has to offer during their time in the city, and to act as ambassadors for Edinburgh. Residents have also been engaged through the development of the Edinburgh Chinese New Year Festival.
2015
Introduction of Edinburgh Trams
The modern Edinburgh Trams officially launched to the public on 31 May 2014, with the initial service operating between Edinburgh Airport and York Place. Later the service was extended to Newhaven.
Since launching, they’ve won several transport awards, including Tram Operator of the Year at the National Transport Awards.
2014
Euan’s Guide launched
In 2013, Euan’s Guide, the award-winning disabled access charity was founded right here in Edinburgh.
Best known for EuansGuide.com – the disabled access review website where disabled people, their families, friends and carers can find and share the accessibility of venues around the UK and beyond.
In addition to access reviews, Euan’s Guide also work on making accessible toilets safer and run the UK’s largest Access Survey.
2013
Launch of Edinburgh 2020
The Edinburgh 2020 Tourism Strategy was launched at the ETAG Conference in January 2012 by Fergus Ewing, formerly the Scottish Government’s Cabinet Secretary for Rural Economy and Tourism.
The primary aim of this forward looking, ambitious strategy was about creating a thriving, profitable visitor economy, reducing seasonality and delivering high levels of economic, cultural and social benefit.
ETAG led the development of the strategy, and worked closely with key industry stakeholders, public agencies and tourism businesses across the city.
2012
Edinburgh Festivals Impact Study
The first comprehensive Edinburgh Festivals Impact Study was published, which not only demonstrated their huge cultural, social and economic impact but also fast became an international exemplar in event evaluation.
2011
Icelandic Volcano Eruption
In April 2010, Icelandic volcano Eyjafjallajökull erupted, sending a huge plume of volcanic ash over nine kilometers into the sky.
As a result of the ash cloud, some European airspace was forced to close for several days, causing chaos to air travellers around the world.
Edinburgh’s tourism sector was praised for its response, as many businesses came together to support the visitors that were stranded in the city, with many businesses offering free and discounted services. ETAG played a key role in co-ordinating this response.
*Image: with thanks to Ása Steinarsdóttir on Unsplash
2010
Homecoming Scotland
Scotland’s first Themed Year – Scotland’s Year of Homecoming – took place throughout 2009.
The year marked the 250th anniversary of the birth of our national poet Robert Burns, and celebrated our rich heritage and culture.
The key aim of the campaign, was to entice those with Scottish roots, or who felt a particular affinity with Scotland, to visit ‘home’ and celebrate with us.
The year featured a programme of more than 400 events and activities, many of which took place in Edinburgh, including: Burnsfest, Ice Hockey’s Homecoming Challenge and Scots Music Abroad exhibition.
2009
Essential Edinburgh was formed
Essential Edinburgh was formed on 1 July 2008 to manage the Edinburgh city centre’s Business Improvement District (BID), which stretches from The Caledonian Edinburgh to the St James Quarter, and includes Princes Street, Rose Street and George Street. They are also responsible for the management and maintenance of St Andrew Square Garden, which was opened to the public in 2008.
Fully funded by BID businesses, Essential Edinburgh provide year-round activity – proactively marketing Edinburgh’s city centre as a world-class business, retail and tourism destination, in turn supporting businesses in their BID to increase customer numbers and revenue.
Since 2008 Essential Edinburgh have invested over £20M in the city centre. Their most popular annual campaigns include Eat Out Edinburgh and Square Cinema.
2008
Edinburgh – The World’s Leading Festival City
Edinburgh’s 11 major international festivals and their partners, including ETAG, came together to form the Festivals Forum, a strategic leadership group aimed at enhancing our position as the world’s leading festival city.
* Image: Standard Life Opening Event Bloom at Edinburgh International Festival, courtesy of Festivals Edinburgh.
2007
The CowParade came to Edinburgh
The CowParade, the world’s largest Public Arts event, came to Edinburgh in the summer of 2006.
Around 100 life-size fiber-glass cows were situated across the streets, parks and public spaces of Edinburgh, all painted and decorated by local artists, celebrities, residents and community groups.
Cow designs included a glow in the dark ‘Night Moo on Blair Street’, Moosaic, a cow covered in detailed mosaic tiles and even a Highland Cow covered in copper strips.
As well as being a visitor attraction drawing visitors to the city, the cows helped to raise funds for charity, as they were auctioned off at the end of the event, with a percentage of proceeds donated to charities.
2006
14 Area Tourism Boards became VisitScotland
In 2005 there was a reorganisation of the 14 Scottish Area Tourist Boards into one national body: VisitScotland*, with the new head office being located at Ocean Point in Leith.
Also in 2005, The Challenge Fund (the forerunner to the current Growth Fund) was launched, with an aim to encourage collaborative tourism marketing campaigns across Scotland. Over the years, Edinburgh has delivered several successful marketing campaigns as a result of this funding, including: ‘Make It Edinburgh’ and ‘Edinburgh Wows’.
* the name formally changed from the Scottish Tourist Board to VisitScotland in 2007.
2005
Edinburgh became the world’s first UNESCO City of Literature
In 2004, Edinburgh was named the world’s first UNESCO City of Literature, recognising the city’s rich literary heritage and its role as a center for publishing and the birthplace of Scottish printing.
This designation brought worldwide attention to Edinburgh as a literary tourism destination, honoring authors like Sir Walter Scott, Robert Louis Stevenson, and contemporary writers like J.K. Rowling. It spurred literary festivals, events, and walking tours focused on Edinburgh’s literary history, attracting book lovers and enhancing Edinburgh’s reputation as a cultural capital.
2004
MTV Europe Music Awards were hosted in Edinburgh
2003 was the year the MTV Europe Music Awards were held right here in Edinburgh!
A 6,000-capacity big top arena was constructed outside of Ocean Terminal specifically for the main event. Christina Aguilera hosted the show, and many superstars performed on the night, including: Beyonce, Kylie Minogue, The Black Eyed Peas and Pink.
Locals were not able to attend the event, but instead were treated to an outdoor concert in Princes Street Gardens, where The Chemical Brothers and The Flaming Lips played to large crowds. Big screens were in place so the crowds could also watch the main awards.
2003
Golden Jubilee of Elizabeth II
2002 marked Queen Elizabeth II’s Golden Jubilee, celebrating her 50 years on the throne. Edinburgh, with its historic ties to the monarchy, hosted various Jubilee events, which attracted domestic and international visitors. Celebrations included parades, exhibitions, themed events and the annual Royal Garden Party at Holyrood Palace.
2002
The Scotsman Hotel opened
In 2001 The Scotsman Hotel opened on North Bridge, in the Edwardian (1905) building that had housed The Scotsman newspaper for nearly a century.
The Newspaper moved to their own purpose-built offices in Holyrood and the building was renovated into a hotel.
The Scotsman of today is an award-winning, luxury hotel, featuring: a brasserie restaurant (located in the former advertising offices), several bars, a boutique cinema and a range of events spaces.
2001
ETAG was established
In 2000, ETAG was established as the umbrella organisation for the tourism sector in Edinburgh, with an aim that still stands today; to create a strong tourism community that works together to deliver sustainable growth for your business, a great experience for the visitor and economic benefits for the city and Scotland as a whole.