edinburgh 2020 the edinburgh tourism strategy pdf

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    Edinburgh 2020 : The Edinburgh Tourism Strategy

    Foreword

    The past twenty years have seen a remarkable transformation in the scale and nature of

    Edinburghs tourism industry and its impact on the economic, social and cultural life of the city.

    Once a highly seasonal destination, dominated by leisure tourism, Edinburgh now has a rich,

    diverse year-round industry, with a very strong, high yield conference and meetings sector.

    This transformation has not happened by accident. It is the result of exceptional effort by

    many key players and organisations, particularly the City of Edinburgh Council and Scottish

    Enterprise, who together initiated and/or supported many outstanding tourism related

    developments, including:

    Edinburgh International Conference Centre

    The Festival Theatre Edinburgh

    Dynamic Earth

    Edinburghs Hogmanay

    The Royal Yacht Britannia

    These projects in turn have helped stimulate substantial private sector investment, including

    large scale hotel development, development of the airport and the creation of new

    businesses, all of which have combined to ensure that Edinburgh now competes as one of

    Europes top tourism destinations; and also other public sector investment, such as the new

    Museum of Scotland and Scottish National Portrait Gallery.

    Since 2008, recession has had a major impact on the scale, distribution and nature of tourism

    around the world, particularly in Europe and North America. Despite the challenges, tourism in

    Edinburgh has demonstrated strong resilience and continued to grow.

    Now, at the beginning of 2012, the UK and Europe economies are seeing a further downturn,

    the length, depth and impact of which is uncertain. In Scotland and the UK in general,

    continuing economic uncertainty and major cuts in public expenditure will have significant

    implications for consumer demand and on the scale and nature of investment in destination

    development, management and marketing activity.

    Developing and delivering a new Edinburgh Tourism Strategy against this background is clearly

    challenging. However, Edinburgh already has a strong and unique asset base and this,

    coupled with a pipeline of ongoing investments in our tourism-related products, facilities and

    transport infrastructure, gives us a great platform on which to grow our thriving tourism sector.

    Edinburgh 2020 sets out a clear and ambitious vision for tourism for the period to 2020, which is

    based on extensive research and consultation. It will act as a catalyst for partnership and

    collaboration across the industry and build the case for, and prioritise investment in, the tourism

    product.

    I should like to thank the many people who have been involved in developing this strategy. It

    has been a truly joint effort and brings with it a new and much needed focus to the sector.

    Robin Worsnop

    Chair of the Edinburgh Tourism Action Group

    January, 2012

  • Edinburgh 2020

    Table of Contents

    1. The Vision for Tourism in Edinburgh in 2020 ............................................................................ 1

    2. Achieving the Vision ............................................................................................................... 1

    2.1 The Aims ........................................................................................................................... 1

    2.2 Objectives ....................................................................................................................... 1

    2.3 The essence of the strategy ........................................................................................... 1

    3. Track record of success .......................................................................................................... 2

    4. Investing for the future ............................................................................................................ 3

    5. Strengths and challenges ....................................................................................................... 4

    5.1 Product strengths ............................................................................................................ 4

    5.2 Key challenges ................................................................................................................ 6

    6. Current and future target markets......................................................................................... 7

    6.1 Current market ................................................................................................................ 7

    6.2 Target markets................................................................................................................. 8

    7. Defining the Objectives .......................................................................................................... 9

    7.1 Introduction ..................................................................................................................... 9

    7.2 The potential for market growth .................................................................................. 10

    7.3 Increasing the average spending of visitors to the city .............................................. 12

    7.4 Maximising usage of the citys capacity across the whole year ............................... 12

    7.5 The Objectives in Summary .......................................................................................... 13

    8. The enablers of growth ......................................................................................................... 14

    8.1 Maintaining a high quality destination ........................................................................ 14

    8.2 Competitiveness ........................................................................................................... 14

    8.3 Extending tourisms footprint within the city ................................................................ 15

    8.4 New technology for tourism ......................................................................................... 15

    8.5 Sustainability and yield achieving a balance .......................................................... 16

    8.6 Improving access to and within Edinburgh ................................................................. 17

    8.7 Business support and training ....................................................................................... 18

    9. Delivering the Strategy: Areas for Action ............................................................................ 19

    10. Strategic Priorities for Action................................................................................................. 21

    11. Developing Edinburghs Tourism Brand ............................................................................... 23

    12. Strategy Implementation - Leadership and governance .................................................. 25

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    1. The Vision for Tourism in Edinburgh in 2020

    Edinburgh is a world class city, competing successfully as one of Europes top visitor

    destinations, investing in its tourism assets, products and services to provide a unique and

    compelling year round visitor experience.

    2. Achieving the Vision

    2.1 The Aims

    The Strategy has a primary aim:

    To increase the value of tourism to the city and to its tourism industry: creating a thriving,

    profitable tourism industry and delivering high levels of economic, cultural and social

    benefit to Edinburgh and Scotland as a whole.

    And a supplementary aim:

    To enhance the citys image and reputation: developing tourism in ways which will greatly

    strengthen perceptions nationally and internationally of Edinburgh as an outstanding city -

    truly a world class city - in which to live, work, study and invest, as well as to visit.

    2.2 Objectives

    Supporting the Aims are three clear objectives to be achieved by 2020:

    1. To increase the number of visits to the city by one third;

    2. To increase the average spending of visitors to the city by 10% (at 2010 prices);

    3. To reduce seasonality across the sector.

    These objectives are discussed in detail in Chapter 7.

    2.3 The essence of the strategy

    The essence of the strategy is to achieve and maintain a mix of market segments that together

    will deliver good high yield, business all-year-round, enabling a virtuous circle:

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    Edinburghs success over the past 20 years has been based on achieving a good mix of

    market segments, principally:

    The Association conference market, predominantly autumn and spring;

    The corporate meetings market, predominantly mid-week, autumn, winter and spring;

    Domestic leisure breaks: predominantly weekend, autumn and spring;

    Domestic and international holidays: predominantly in the spring and summer;

    Leisure events: variously timed over the course of the year.

    Clearly it is vital to continue to strive for the optimum market mix, with an even greater

    emphasis on realising the best opportunities for additional winter business, particularly from

    leisure and corporate events.

    3. Track record of success

    As a tourism destination, Edinburgh has an outstanding track record of success. Over the past

    20 years, both the volume and the value of tourism have increased dramatically:

    Visitor