Strategy Delivery Report
January 2016
V1.7
Edinburgh 2020 Strategy Delivery Report: Page 1
Version
1.0
Date
13.10.13
1.1
31.3.14
1.2
12.5.14
1.3
12.8.14
1.4
13.1.15
1.5
30.6.15
1.6
1.7
30.9.15
20.1.16
Author
Margaret
McNeil/Gillian
Swanney
Margaret
McNeil/Gillian
Swanney
Gillian Swanney /
Margaret McNeil
Gillian Swanney /
Margaret McNeil
Gillian Swanney /
Margaret McNeil
Gillian Swanney /
Margaret McNeil
Gillian Swanney
Gillian Swanney
Change
Drafted – for discussion with ETG
Chairs
Draft for ongoing update
Ongoing update for SIG Meeting 21
May 14
Ongoing update
Ongoing update
Ongoing update
Ongoing update
Ongoing update for Edinburgh 2020
Strategy Review
Edinburgh 2020 Strategy Delivery Report: Page 2
Overview
The Edinburgh 2020 Tourism Strategy sets out the ambition for the growth for the
Edinburgh tourism sector. The strategy was developed in 2011 and launched in 2012.
This Strategy Delivery Report is a management tool, providing an overview of the Strategy,
and the progress against specific themes and projects. The Report will be updating on an
ongoing basis.
Edinburgh 2020 - Summary
The Vision:
Edinburgh is a world class city, competing successfully as one of Europe’s top visitor
destinations, investing in its tourism assets, products and services to provide a unique and
compelling year round visitor experience.
The Aims:


To increase the value of tourism to the city and to its tourism industry
To enhance the city’s image and reputation
The Objectives:



Generate an additional 1.12 million visits (from 3.27m to 4.30m per annum)
Increase visitor expenditure by £485 million per annum (from £1.015bn to £1.5 bn
per annum)
Achieve 50% of additional visits during October to March, reducing the seasonality
split from 40:60 to 43:57.
Achieving these objectives will have a significant impact at the Scottish level, contributing
almost 50% of the overall national growth objectives for tourism.
The Structure
Strategic Priorities
World Class City Management
Quality of Experience
Winter Product Development
World Class Meetings City
Extending tourism’s footprint
Cross Cutting Themes
Marketing and communications
Visitor services
Research and performance
measures
Transport and Access
Technology
Key Promotional Themes
World Heritage City
World’s No 1 Festival City
World Class Meeting Place
365 Day Destination
Edinburgh & Scotland
Enabling and Influencing
Leadership and Governance
Business Support – Communication, Collaboration, Innovation
Sustainability – economic, social and environmental
Edinburgh 2020 Strategy Delivery Report: Page 3
Key Messages

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.

Edinburgh’s tourism sector can deliver significant growth and a substantial increase in
employment.

Delivering the growth potential of the tourism sector requires a proactive, collective
and collaborative effort by all stakeholders.

Tourism delivers wider benefits, enhancing the city’s reputation and image, quality of
life and inward investment.

The success of Edinburgh’s tourism sector is important to the wider Scottish economy.
Key Performance Indicators (KPIs)
There are 4 clear KPIs for Edinburgh 2020, which will be monitored against the 2010
baseline via the nationally recognised IPS and GBTS statistics:
Increase total visitor spend from £1015bn to £1.5bn – generating an additional £485m
spend per annum by 2020.
Increase the number of visits by one third by 2020, from 3.27m visits to 4.39m visits,
generating an additional 4.15 visitor nights.
Increase the average visitors’ spending in the city by 10% by 2020, from £310.40 in 2010 to
£341.44.
Reduce seasonality by securing 50% of additional visits the months of Oct to March.
Supporting Performance Indicators



Increase Employment in Tourism to 40,400 FTE’s
Addition X hotel rooms
Increase average hotel room occupancy to 85%
Additional, project specific KPI’s will be developed and monitored as appropriate.
A Performance Monitoring Framework is under development and will be published on an
annual basis.
Edinburgh 2020 Strategy Delivery Report: Page 4
Strategy Delivery Structure – Leadership and Governance
Links to
associated
Strategic
initiatives
CEC
Economic
Strategy
EDINBURGH’S TOURISM SECTOR
INDUSTRY SCOTGOV CEC
Association
Representation
SE
CS
Partnership working
HS
VS
ME
Senior Stakeholders
Representation
Cross
cutting
themes
Marketing
&
Promotion
(VS/ME)
National
Tourism
Strategy
SG
Economic
Strategy
ETAG
ME
EWH
Action Plan
World Class
City Management
ETAG
Chair – Robin
Worsnop
Edinburgh
2020
8 year Strategy
3 yr Action Plan
Facilitation
Project support
Quality of
Experience
Chair – Sue Bruce
Medium to long
term strategic
planning
Co-ordination
Monitoring
progress
Strategy
Implementation
Group
Policy
Action Plan
Groups
Winter Product
Development
Edinburgh’s
competitive position
World Class
Meetings City
Technology
Business
Support
(SE)
Transport
Sustainability
Extending the
tourism footprint
Edinburgh 2020 Strategy Delivery Report: Page 5
1. World Class City Management
Priority
Action
Status
Timescale
Lead
Well planned
and
coordinated
day-to-day
management
of the public
realm,
especially in
heavy footfall
areas. This
includes
addressing the
issues of litter,
graffiti, begging
etc
Clean Up Edinburgh campaign
launched
Complete
Launched Oct 2013
and runs for one
year.
CEC
Pilot waste management programme
Complete
Pilots in Rose Street,
High Street and
Leith Walk are live.
CEC
Essential
Edinburgh
Royal Mile Action Plan
Active
CEC
RMBA
Canongate/Holyrood Initiative
established to drive footfall to the
lower end of the Royal Mile.
Active
Ongoing - Short
term improvements
to retail and
management are
being established
while long term
public realm
changes are pending
funding.Engagement
with Underbelly has
been made to
expand the Winter
Festival into the
area. A plan to
create more
temporary
pedestrian space is
planned for Spring
2015.
A marketing sub
group has been set
up to deliver a flyer
and social media.
Reducing street clutter on Royal Mile
through rationalising of A boards
Walking Tours Working Group
established to address
New Edinburgh World Heritage Food
Trail incorporating The Royal Mile
Active
Complete
Summer 2015
EWH
Active
Ongoing
Started Autumn
2015
RMBA
ETAG
Complete
April 2014
Market Street - in
progress.
September 2014 –
Formulate and
deliver a
coherent vision
for the Royal
Mile,
enhancing the
quality of the
streetscape to
support retail
and improve
the visitor
experience,
managing it as
a five start
visitor
attractions
Maintaining
and enhancing
the quality of
Royal Mile Business Association –
developing a Food and Drink Group to
develop activities which optimise and
showcase the unique F & D offer in and
around Edinburgh’s Royal Mile
Castlehill streetscape improvements
Waverley Bridge streetscape and
traffic management improvements
CHI
CEC
CEC
Edinburgh 2020 Strategy Delivery Report: Page 6
the cityscape
Charlotte Square streetscape
improvements
Investigate technology tools (such as
SmartStept) to provide market
intelligence and inform future public
realm investment
Define the
identify of the
City Centre
Cherishing and
enhancing the
city’s main
green spaces,
which help to
make the city
attractive for
visitors and
enhance the
city’s green
credentials
Through the Edinburgh 12 initiative
help facilitate the development of 12
of the City Centre’s strategic gap sites.
Possible introduction of a ‘Bus Gate’
on the Royal Mile between St Mary’s
Street and the Bridges to reduce traffic
and improve the quality of the area for
pedestrians.
Pedsetrianised sections of George
Street.
St Andrews Square Development
Royal Mile Action Plan
Greater Grassmarket Business Plan
Edinburgh secured 24 Green Flag
awards for the best green spaces in the
country.
Active
Active
In
development
Waverley Bridge
Pending TRO inquiry
outcome.
Ongoing
Did review Smart
Steps, and potential
project with HP but
didnt progress
further
Ongoing
Aiming to
implement in Spring
2015
APG
CEC
CEC
City
Centre
Vision
Active
CEC
Edinburgh outdoors website and App
Entente Florale
August 2014
Edinburgh 2020 Strategy Delivery Report: Page 7
2.Quality of Experience
Priority
Action
Status
Timescale
Lead
Active
Ongoing
FE
Complete
May 2015
Festivals
Forum
Festivals Edinburgh 5 year Marketing Plan
Active
2014 – 2019
FE
Castle Hill Group – knowledge sharing, joint
fam trips
Active
Ongoing
CHG
Capital Group – knowledge sharing,
collaboration
Active
Ongoing
ECG
Development of 10 new galleries at the
National Museum of Scotland
Active
2016
NMS
Edinburgh Cultural Venues Group – driving
collaboration and innovation across key
cultural venues
Canongate Holyrood Initiative
Active
Ongoing
ECVG
Active
Ongoing
CHI
Refresh of Edinburgh Events Strategy
Active
CEC
ETAG
Festivals Edinburgh delivering against the
Thundering Hooves Strategy
Thundering Hooves Refresh
Further development
and enhancement of
Edinburgh’s visitor
offer – including
Festivals, Events and
attractions.
New ETAG Food & Drink Business
Opportunity Guide
Complete
I think this
project was put
on hold
May 2014
VisitScotland & ETAG Taste our Best event
aimed at food & drink providers
Complete
May 2014
VS
George Street for 1year pilot to create
more pedestrian space – including
extending café culture, festival events etc.
Edinburgh Fringe ticket collection point at
Edinburgh Airport
Complete
Jun2014 to
June 2015
Essential
Edinburgh
Active
August to Sept
2014
Edinburgh
Festival
Fringe and
Edinburgh
Airport
Edinburgh 2020 Strategy Delivery Report: Page 8
Develop strategic
approach to a new
and fully integrated
single-design solution
which addresses the
signage/navigation/
wayfinding
requirements of the
visitor
Tendering of new Pedestrian Wayfinding
Scheme
Contract has
been awarded
and steering
group reformed
to discuss
activation.
Royal Mile Business Association
Define protocol for
communications
between tourism
sector and CEC,
providing tourism
businesses with
information / contact
details to address
day-to-day
cleanliness
issues/problems that
arise. Visitor focal
points i.e. Royal Mile,
Grassmarket, Princes
Street, Rose Street,
George Street, St
Andrews Square
Gardens
Visitor information
provision – focus on
provision during the
visit ( not pre or post)
– ensure high quality,
consistent, engaging
and factual content is
readily available to
visitors while they are
in the city , and
across all platforms
(print and digital).
Encourage better
interpretation and
storytelling via
information
provision.
Market Intelligence –
explore new ways of
gathering intelligence
- pilot Destination
level market
intelligence approach
utilising existing
information held
across partners, and
Stalled
Active
CEC –
Signage
Group
RMBA
Ongoing
Essential Edinburgh – Clean team and trade
waste initiative
Active
EE
2018
CEC - Services for Communities – Clean up
Edinburgh Campaign
Active
CEC –
Services
for
Communiti
es
Trade Waste Pilot – Rose Street, Royal Mile,
and Leith Walk
Active
Essential
Edinburgh
and CEC
ETAG / City of Literature Online Toolkit and
Innovation Fund
Complete
ETAG Edinburgh World Heritage Business
Opportunity Guide Refresh
Digital mapping of consumer facing visitor
apps listed on ETAG website
Development of a simple, interactive and
engaging self service, online training tool
for frontline staff which gives them
destination knowledge, information and
tools to improve the customer experience.
Our Edinburgh was launched in May 2015
Complete
See Market Intelligence
9 month pilot
(to end of
2014)
Launched
August 2014
Complete
Sept 2014
August 2014
Complete
Project is
ongoing – focus
is on business
take up /
engagement
Active
ETAG and
City of
Literature
Trust
ETAG
ETAG
DLP
working
group
ETAG
ETAG
Ongoing
Edinburgh 2020 Strategy Delivery Report: Page 9
carry out social media
analytics focussing on
the likes of
TripAdvisor, Twitter
and Facebook.
3 Winter Product Development
Priority
Develop a highly
targeted winter
marketing
campaign,
featuring the
city’s permanent
cultural and
heritage
attractions
(including their
seasonal events
programmes) as
well as the Winter
Festivals and
other events.
Ensure that
business are able
to fully exploit
and harness the
opportunity to
benefit from the
city’s wide range
of existing
attractions;
encouraging
collaboration and
innovation.
Develop at least
one new event
(such as a a Food
Festival or winter
lighting) to help
fill one of the
main troughs in
Action
Status
Timescale
Lead
ME
Winter in Edinburgh campaign
Complete
November
2013 to
January 2014
City Centre re-launch activity - ‘This is
Edinburgh’ campaign
Complete
February
2014 to
February
2016
City Centre
Promotions
Group Chaired by
Essential
Edinburgh
ME
A City for all Seasons: Winter Business
Opportunity Guide
Complete
September
2013
ETAG
Edinburgh Tourism Showcase
Complete
September
2013
ETAG
Winter Tourism Innovation Workshops
(x3)
Complete
ETAG
Refresh of A City for all Seasons: Winter
Business Opportunity Guide
Complete
September,
October,
November
2013
May 2014
Christmas & Hogmanay 2014 Business
Briefing
Complete
July 2014
ETAG
Field of Light Installation
Complete
April 2014
CEC –
Culture
and Sports
ETAG
Edinburgh 2020 Strategy Delivery Report: Page 10
demand.
4. World Class Meeting City
Priority
Action
Status
Timescale
Lead
Maximise the use
of existing
capacity: with the
existing offer
(venues, hotels,
air routes) there is
potential for
additional
business and
there is scope for
the city to
increase its share
in certain
markets.
Convention Edinburgh, part of
Marketing Edinburgh, promotes the
city as a premier conference,
incentive and event destination.
Offering high levels of product
knowledge, specialist skills and
effective coordination of venues and
support services, they aim is to grow
the value of the city’s business
tourism market.
Active
Ongoing
ME
Creation of an MOU between Marketing
Edinburgh and EICC to share research and
sales intelligence
Collaborative working underway in
partnership with the national Business
Tourism Industry Group.
Creation of a national Corporate
Champions initiative designed to grow
business from corporate contacts –
“Think Scotland, Think Conference”
Active/complete
Ongoing
ME/EICC
Active
Ongoing
via Business
Tourism or
Scotland
(BTfS)
ME as
member
of BTfS
Group
Business Tourism Scotland Conference –
opportunity for education and
networking for Scotland’s business
tourism industry. Opportunity to
showcase the city as a conference
destination.
Active
Ongoing took
place in 2014
and 2015
Industry
Steering
Group
chaired
by LW
from
ME
Increased joint sales activity with
Convention Edinburgh (CE) members
Active
Ongoing
Sales trips to
Brussels and
Chicago
completed
with EICC
and
Sheraton.
ME
Increased
targeted research
and sales activity
on particular
prospects
Edinburgh 2020 Strategy Delivery Report: Page 11
Creation of Business Tourism video for
Edinburgh
To be used for bid presentations and
documents; for CE members and industry
partners to use for promotional purposes
Creation of marketing activities in
collaboration with Edinburgh Hotels
Association (EHA) to drive leisure,
conference and events business to
Edinburgh with a focus on shoulder
months
Active
Key aims include:• to get qualified buyers to Edinburgh via
bespoke site inspections and
familiarisation trips.
• The creation of a dedicated incentive
piece for Edinburgh
• To work in collaboration with industry
partners such as VisitScotland’s North
American Office, Edinburgh Airport, EHA,
BestCities and key airlines with routes to
the States.
Initial discussions with potential multi-use
venue operators have raised some
financial concerns but informed
discussions continue to try to find a
working model.
VS subvention funding now in place.
Review the need
and opportunity
for subvention
funding.
Improve the
quality of product
and service across
the sector.
In discussion
with EHA to
finalise plan
ME
ME /
EHA
Launch
Autumn 2014
Creation of strategic plan to increase
activity in North American market
focussing on corporate, incentive and
association events.
The development
of a multipurpose events
venue, capable of
seating 6,000 or
more.
Complete
Future sales
trips planned
with CE
members
and / or
VisitScotland
Launched at
IMEX
America
14-16
October
2014
Active
Will
commence
October
2014
ME
Active
TBC
TBC
Active
Ongoing
ME
To date secured 16 conferences worth
£32m
Subvention Fund term ends March 2015 –
require lobbying for it to be continued
ME participating
Edinburgh 2020 Strategy Delivery Report: Page 12
5. Extending Tourism’s Footprint
Priority
Fully exploit existing
resources, such as
the interesting,
vibrant
neighbourhoods
within the city.
Utilizing
development areas
for the city to build
infrastructure
capacity.
Update the
Waterfront Tourism
Destination Plan
Review and inform
tourism related
development
proposals for the
West Edinburgh.
Action
Status
Timescale
Lead
Development of Cycling Tourism Action Plan
Complete
Complete in
February 2015
CEC
Complete in
February 2015
CEC
Complete
Active
Ongoing
CEC
Complete
Oct 2012
SE
On hold
TBC
N/A
Active
Ongoing
EIDP
Development of Cruise Tourism Action Plan.
Existing activity includes signage at South
Queensferry.
Town Centres: supporting a wide range of
city-wide and destination-specific activities
to improve the offering in the city’s 8 key
high street locations and thereby increasing
footfall. All activities are informed by the
recently updated Town Centre Strategy
Edinburgh Bio-Quarter hotel feasibility
study.
On hold – not a current priority.
Ongoing engagement via the West
Edinburgh International Development
Partnership – Nov 2013 update paper
available on request.
Edinburgh 2020 Strategy Delivery Report: Page 13
6. Transport
Priority
Action
Status
Timescale
Lead
Complete
November
2014
Edinburgh
Airport
Complete
July 2014
Common bag drop and self-service
check in developments to improve
passenger flow and queuing times.
Glasgow campaign promoting City Link
Air express coach
Active
On-going
Edinburgh
Airport &
UK Border
Force
Edinburgh
Airport
Fire
Service
Edinburgh
Airport
Active
New premium passenger lounge
offerings; No1 Traveller and Swissport
Aspire lounges
Complete
Ongoing
Launched
August
2014
July 2014
Active
May 2014
Active
May 2014
New security hall development and
terminal extension
New E gates in International
immigration to increase operational
efficiency
Fire training centre winning contracts
to train fire crews from around UK,
Europe and the world.
Edinburgh
Airport
development
Edinburgh
Airport
Edinburgh
Airport &
Concessio
naires
Air route
development:
United States –
Boston, Chicago,
New York,
Philadelphia
Canada – Toronto
and Montreal
Middle East –
Dubai, Doha, Abu
Dhabi
Chicago and
Philadelphia
routes secured
and launched
2014
Toronto route
extended
season for
Summer 2014
Doha route
secured and
launched 2014.
Abu Dhabi
secured, launch
due 8 June 2015
Edinburgh
Airport
Active
June 2015
Edinburgh 2020 Strategy Delivery Report: Page 14
Asia – Beijing,
Hong Kong, Kuala
Lumpur
Continued
monitoring of
market
Europe –
Zurich launched
Luxemburg, Zurich
June 2014
Vienna, Madeira,
Funchal
Helsinki, the Baltic
announced for
States
Feb 2015
Haymarket – redevelopment of station
Rail
Waverley – redevelopment of station
and access
Edinburgh Gateway – creation of new
rail/tram interchange station for the
airport. Also links Fife line directly with
the airport
Launch of trams
Active
On-going
Active
On-going
Complete
December
2013
Complete
2014
Active
December
2016
Complete
May 2014
Inner-city public
transport
Proposed extension of the trams to
Leith – CEC approved in principal to
explore, in process of reviewing an
outline business case before making
any investment decisions
Launch of new Lothian Buses App and
mobile ticketing
Active
Network
Rail
Network
Rail
Network
Rail
Transport
for
Edinburgh
CEC
Ongoing
Complete
November
2013
Lothian
Buses
Edinburgh 2020 Strategy Delivery Report: Page 15
7. Accommodation
Priority
Ensure appropriate
accommodation mix
to service growth
ambition set out in
Edinburgh 2020
strategy
Action
Status
Timescale
Lead
Edinburgh Tourism Accommodation Audit
Complete
2012
ETAG
Hotel Prospectus
Complete
2012
SDI /
CEC
Hotel Development Review
Compete
Jan 2014
ETAG
/ SDI
Through the Edinburgh 12 initiative engage
with hotel developers and operators to help
facilitate, where appropriate, the
development of hotel and serviceapartment schemes within the City Centre’s
gap sites.
Active
Ongoing
CEC
Edinburgh 2020 Strategy Delivery Report: Page 16
8. Technology
Priority
Action
Status
Timescale
Lead
Creation of new
technology based
products and
services that will
enhance the quality
of the visitor
experience and
generate new
income streams.
Update of Tourism Technology Edinburgh
report
Completed
2012
ETAG
Ongoing delivery of digital tourism support
to the sector
Ongoing
Ongoing
SE
Improving infrastructure to the city (trams
and public buildings)
Complete
March 2015
CEC
Free wifi offer in the city centre
Launch of national Digital Tourism Scotland
Programme – ETAG partnering to deliver
activity in Edinbrugh including inagural
Digital Tourism Scotland Conference on 20th
Nov 2015
Active
Active
TBC
2015 -
CEC
SE
ICT services that will
help Edinburgh’s
tourism businesses
to achieve
efficiencies, exploit
opportunities for
enhance customer
service and market
their offer more
efficiently.
Connected Capital Project – focus on two
areas:
Edinburgh 2020 Strategy Delivery Report: Page 17
9. Business Support & Training
Priority
Business Support
Skills Development
and Training
Action
Status
Timescale
Lead
ETAG – tourism business development and
networking events, sharing best practice and
market intelligence, driving industry
leadership
Active
Ongoing
ETAG
Scottish Enterprise – supporting destination
and business development through driving
innovation, collaboration and new product
development
VisitScotland – Green Tourism Business
Scheme, VisitScotland Growth Fund, Taste
our Best initiative, QA, Accessible tourism
unit
Creative Scotland – supporting development
of the cultural sector across Scotland
CEC & Business Gateway – supporting new
and growing businesses in Edinburgh
Skills Development Scotland
Active
Ongoing
SE
Active
Ongoing
VS
Active
Ongoing
CS
Active
Ongoing
CEC/BG
Active
Ongoing
SDS
Tourism Destination Leaders Programme –
development and delivery of new 2 year
pilot training programme for tourism
destination leaders
New funding secured for 3 rounds of
Destination Leaders Programme – round 1
including Edinburgh
Active
HIT Scotland - Scholarship programme
STA – Tourism Skills Group – development
and delivery of skills investment plan
Active
Active
May 2013 to
May 2015
Active
June 2015 to
2019
Ongoing
Ongoing
Edinburgh
Institute,
Napier
University
Edinburgh
Instutitue,
Napier
Univeristy
HITS
STA
Edinburgh 2020 Strategy Delivery Report: Page 18
10.
Market Intelligence
Priority
Provide access to
effective and high
quality market and
customer
intelligence to drive
innovation and
decision making
across the sector.
Action
Status
Timescale
Lead
Edinburgh Visitor Survey
Completed
2013
ME
Edinburgh Facts & Figures Guide
Completed
2013
ETAG
City of Literature Business Opportunity
Guide
Completed
2012
ETAG
Business Opportunity Guide - A City for all
seasons: Winter
Completed
2013
ETAG
Refresh of ETAG Edinburgh World Heritage
Guide Business Opportunity Guide
Completed
June 2014
ETAG
ETAG/The List Food & Drink Business
Opportunity Guide
Completed
May 2014
ETAG
Refresh of ETAG A City for all seasons:
Winter Business Opportunity Guide
Completed
May 2014
ETAG
Edinburgh Tourism Accommodation Audit
Completed
2012
ETAG
Alive After 5 Research
Completed
2012
Essential
Edinburgh
Marketing Intelligence mapping exercise
Complete
2013
ETAG
Establishment of Market Intelligence
Working Group
Complete
Ongoing
ETAG
Pilot ReviewPro tool to test
relevance/quality of information re Visitor
Experience in Edinburgh
Active
Ongoing
ETAG
Edinburgh 2020 Strategy Delivery Report: Page 19
11.
Priority
Marketing and Branding
Action
Status
Timescale
Lead
Blogmanay
Complete
2012, 2013,
2014 and 2015
Unique
Events
Festivals Edinburgh Marketing Plan refresh
Complete
2013
Festivals
Edinburgh
Business Plan approved
Complete
2013
Delivery of strategy/business plan
Ongoing
2016
Marketing
Edinburgh
Marketing
Edinburgh
This is Edinburgh Campaign (tv, media,
outdoor, digital, events)
Complete
Feb 2014 to
Feb 2016
Proposed City Branding Exercise to create a
new city vision and brand for Edinbrugh
Proposed
TBC
Marketing Edinburgh Strategy:
Effective tourism
marketing
programme
developed and
delivered by
Marketing
Edinburgh and
VisitScotland
Essential
Edinburgh
/
Marketing
Edinburgh
Marketin
Edinburgh
Edinburgh 2020 Strategy Delivery Report: Page 20
Awards and Recognition (Destination Level)
Theme
Edinburgh City
Edinburgh City
Edinburgh’s
Hogmanay
Food & Drink
Royal Yacht
Britannia
#Blogmanay
Sheraton Grand
Hotel and Spa
Lateral City
Mercat Tours
Rabbie’s Small
Group Tours
EICC
Rosslyn Chapel
Holiday Inn
Edinburgh
Edinburgh Dungeon
Cuckoo’s Bakery
Extending Tourism
Footprint
Award
Date
Awarded by
2nd Best City to Visit in the UK
2014
Best Mid-Sized European City
2014
Discovery Channel’s Top 25 Wonder List
(Hogmanay features at number 23)
UK Top 100 National Restaurant Awards –
features Martin Wishart, Mark Greenaway and
The Kitchin
UK's no.1 attraction
Certificate of Excellence
Scotland's Best Attraction
Best Use of Social Media
2014
Trip Advisor Travelers’
Choice
Financial Times fDi
Magazine
Discovery Channel
Scotland's Leading Hotel
2014
National Restaurant
Awards
2014
2014
Trip Advisor Travelers’
Choice
VisitScotland
The Travel Marketing
Awards
World Travel Awards
5 Star
2014
VisitScotland
Scottish Thistle Award for Training, GTBS Gold,
Scottish Business in the Community SME of the
Year 2014, VisitScotland 5 stars
BEST PERFORMING BUSINESS 51+
2014
Multiple
2014
Sustainable Development Award
2014
5* Historic Attraction
Gold
2014
2014
Best Visitor Attraction
2014
Best Individual Cake
2014
Best Destination Experience
2014
Edinburgh Chamber of
Commerce
UFI, Global Exhibition
Industry Body
VisitScotland
Green Tourism Business
Scheme Awards
Scottish Entertainment
Awards
Scottish Baker of the Year
Awards
Cruise Insights Magazine
Sustainable Development Award
2014
Best UK Heritage Attraction (4th Year)
2014
Best Accommodation
2014
British Youth Travel
Awards (BYTA)
5 star VisitScotland award and Gold Green
Tourism Business Scheme
2014
Multiple
Best Integrated Campaign, Best Online
Campaign, Best Outdoor Campaign, Best
TV/Cinema Commercial under 21 seconds,
Best TV/Cinema Commercial for less than £20k
Creative Edinburgh City Award
2014
Scottish Creative Awards
UK inbound Tour Operator of the Year
Michelin Star for number One restaurant, AA
Inspector's Choice 5 Red Star Award for 2013-
2014
201314
2014
Lothian Buses
Edinburgh Castle
Smart City Hostels
Georgian House,
National Trust
Edinburgh Festival
Fringe Society
Edinburgh UNESCO
City of Literature
JacTravel
The Balmoral
Edinburgh Chamber of
Commerce Business
Awards
British Travel Award
2014
Multiple
Edinburgh 2020 Strategy Delivery Report: Page 21
The List
Rabbie’s Small
Group Tours
Edinburgh City
Edinburgh Castle
Edinburgh Airport
14, AA 3 Rosette Award for Culinary Excellence
for 2013-14, Green Tourism Business Scheme
Gold Award 2014
Best Online Presence
2013
PPA Scotland Awards
Tour Operator of the Year
National Winner Entrepreneur of the Year
2013
2nd Best City to Visit in UK
2013
Green Tourism Goldstar
Awards
Scottish Thistle Awards
Conde Nast Readers’ Travel
Awards
Top heritage attraction in the UK (3rd year)
Airport of the Year (2nd year running)
2013
2013
British Travel Awards
Scottish Transport Awards
Edinburgh 2020 Strategy Delivery Report: Page 22
Infrastructure Investment
This table provides an overview of active and planned capital investments between 2012
and 2020. Please note that the information shown in this section is drawn from a number
of sources including the Invest Edinburgh Magazine, media and press coverage, CEC
updates etc.
Project
Tourism Impact
Est.
Cost
Lead
2012
2013
2014
2015
£776m
The City of
Edinburgh
Council
Waverley Station
Improvements
£120m
Network Rail
Haymarket Station
Improvements
£33m
Network Rail
£25m
Edinburgh
Airport Ltd
Complete
£294m
Network Rail
Complete
£37
Network Rail
Edinburgh Trams
Edinburgh Airport
Improvements
International Business
Gateway
Scottish National
Gallery
National Museum of
Scotland
Castlehill
Charlotte Square
Moving terminal
building closer to tram
stop with more shops
and bigger security
area.
Rail/tram interchange
at Gogar
Redevelopment of
National Gallery on The
Mound
Creation of 10 new
galleries
Enhanced visitor
experience in key
visitor location
Upgrade of 138 rooms,
conference facilities
Baxter’s Place
Planning approved for
a 236 room, four star
Marriott hotel
The Haymarket
Edinburgh
168-key StayCity aprthotel;
198 bedroom hotel
King’s Stables Road
Proposed new cultural
quarter incorporating
new hotel and new
Filmhouse
Potential for hotel,
expansion of EICC,
improved connectivity
Potential for mixed use
development including
an hotel
Complete
Complete
Ongoing
NGS
£14m
Complete
NMS
Complete
Historic
Scotland
Corran Property Ltd
Hilton Doubletree
(previously The Point
Hotel)
Dewar Place
Complete
West Edinburgh
Partnership
Hotel development
Complete
Complete
Motel 1 Princes Street
India Quay
2017-20
Complete
Borders Rail Link
Edinburgh Gateway
Station
2016
£4.2m
Motel 1
Complete
Hilton
Worldwide &
Redefine/BDL
Complete
Chris Stewart
Group
Edinburgh
Haymarket
Developments
Ltd
Complete
Complete
EDI
Complete
Scottish Power
Complete
Peveril
Securities
Complete
Edinburgh 2020 Strategy Delivery Report: Page 23
3-8 St Andrew Square
Edinburgh St James
India Buildings
Shrubhill
Royal High School
New Waverley
Development with
potential to
incorporate
leisure/retail/hotel
Incorporating 210
bedroom luxury hotel
and 50-70 key aparthotel
Size and operator yet
to be confirmed
(potential for 220
bedroom four start
hotel)
£35£45m
Standard Life/
Mayforth
£850m
Henderson
Global Investors
Complete
£45m
Jansons
Property
Complete
Residential; student
accommodation and
retail / leisure
147-bedroom
Rosewood hotel
£75 m
New Civic Square
6.5m
Aparthotel Adagio –
146 apartments
Premier Inn – 128
rooms
Hub by Premier Inn –
130 rooms
Marriot (Residence Inn)
– 3 star, 107 rooms
Ziggurat
Student Living;
Places for
People
CEC/
Duddingston
House
Properties
Artisan Real
Estate Investors
Complete
Complete
Complete
Moorfield
Quartermile
Scotia Grand (retail)
SOCO site
New Ibis 259 rooms
£35m
Proposed development
of Tron Kirk into
The Tron Kirk
visitor/interpretation
centre/attraction
The City of Literature
Trust & partners are
working on forming a
Scottish Charitable
Incorporated
Organisation (SCIO)
called Edinburgh’s
Netherbow to bring
Edinburgh’s Netherbow together the buildings
in the area under a
common purpose with
a view to developing
the site (the buildings,
closes, streetscape as
well as
programming/interpret
ation)
Queensferry Crossing
New Forth Crossing
Fountainbridge Hotel
development –
Gardners Crescent
110-bedroom Mercure
hotel
York Place
Premier Inn – 127
bedroom
Complete
EWHT
City of Lit
Trust/Scottish
Storytelling
Centre
£1.4b
Transport
Scotland
Croydon Hotels,
Accor
£17m
Consensus
Capital
Property/Premi
Complete
Complete
Complete
Edinburgh 2020 Strategy Delivery Report: Page 24
er Inn
Cannonball House,
Castle Terrace
Incorporating porridge
bar & ice cream
parlour, Italian café,
and Scottish
restaurant/bar
EMT and
Contini’s
Complete
50 George Sq – 225
delegates
Edinburgh First new
conference facilities
David Hume Tower –
215 delegates
Edinburgh First
Complete
Bookings being taken
for June 2015 onwards
Apple Store
42 St Andrew Square
Register Lanes
EDI Group
Edinburgh Tram
extenstion to
Newhaven
New Apple Store at
East Princes Street
Proposed mixed use
development including
office, hotel, serviced
apartments, retail and
restaurant units
Plans to link St
Andrews Sq with
Edinburgh St James
development.
Incorporating 178
room hotel and 97
serviced or private
apartments
Apple
Complete
Chris Stewart
Group
CEC
Complete
Plans to build 98bedroom Carlton Hotel
Collection hotel on
Market Street.
Proposed plans to
extend tram from York
Place to Newhaven via
Leith Walk (agreement
in principal to reivew
outline business case
ahead of any
investment decision)
£145m
estimat CEC
ed cost
Edinburgh 2020 Strategy Delivery Report: Page 25
Edinburgh 2020 Action Plan 2013-18 : Page 26