Tourism in Edinburgh - key figures - Business opportunities
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Business opportunities:
Tourism in Edinburgh
– key figuresWelcome 1
Welcome to the second edition of Tourism in Edinburgh
– key figures, published by the Edinburgh Tourism Action
Group (ETAG).
Edinburgh context
This guide provides a summary of to £250 million in 1990 and employment
Edinburgh’s key statistics on visitor profiles, in tourism now accounts for about 12%
transport connectivity, accommodation, of the city’s workforce, no less than
leisure, and business tourism, for 32,000 individuals. EDINBURGH 2020:
businesses directly or indirectly engaged The Edinburgh Tourism Strategy sets
with the sector; investors, entrepreneurs out aspirational and ambitious growth Edinburgh’s tourism businesses trade in a stable and
and anyone else with an interest in the targets that will build on this success, prosperous environment and the city’s population grew
city. This edition presents a graphical and deliver significant economic growth
engaging format that is simple to interpret and at the same time strengthen the constantly in the last decade. Edinburgh has a diverse
and utilise, pulling together a range of sustainability of the tourism sector. economy, including strong financial and professional
studies and reports undertaken by ETAG These targets for 2020 include (1)
and its partners. Increasing the number of visits and
services sectors. Importantly, Edinburgh continues to be
visitors by 3% per annum (2) Increasing very popular with both domestic and international visitors.
In 2011, total visitor
average visitor spend by 10% and (3) To
spending was
“At Camera Obscura & World of Illusions
£1.16 billion
achieve 50% of additional visits between
October and March. we benefit greatly from Edinburgh being
Visitor numbers to the most visited UK destination after
our attraction have London. The market is huge, the appetite
We hope you find Tourism in Edinburgh
Source: Edinburgh Visitor Survey – LJ Research, 2012 risen on average for great experiences, fed by personal
– key figures to be a useful resource.
10%
Over the last two decades the volume If you would like to request any recommendation, is ever growing. Visitor
and value of tourism in the capital additional information or provide numbers to our attraction have risen on
have grown dramatically. In 2011, visitor feedback, please do contact us at average 10% a year for the last 12 years and
spending was £1.16 billion, compared admin@etag.org.uk we anticipate this will continue.
a year for the last
12 years Our success is down to the quality of the visitor
experience. How we look after visitors and
develop our attraction and service is down to
Contents the calibre and commitment of our staff. We
Section page Section page are lucky in Edinburgh – the great quality of life
here attracts both professionals and students.
1 Edinburgh context 03 4 Edinburgh’s accommodation 17 We recruit from a rich pool of talent, then utilise
2 Edinburgh’s visitor profile 07 5 Edinburgh’s leisure tourism 22 that talent in trying to deliver an exceptional,
3 Edinburgh’s connections 13 6 Edinburgh’s business tourism 24 world class visitor experience.“
Andrew Johnson, Director and Manager,
Camera Obscura & World of Illusions
02 \ Tourism in Edinburgh – key figures \ Welcome Section 1 \ Tourism in Edinburgh – key figures \ 03Population growth Age profile
495,360
2011
449,020
2001
Given the population growth over recent years, it is likely that Edinburgh’s
population is now over half a million. Compared to the Scottish average,
201 Edinburgh has more young adults and fewer children and older adults.
1
200 Population
1
Ratio
2011 2001 13,450 22,307 aged 16
221,954 204,956
75+ -29
1:4
27,770 31,851
60-74
Households
Source: General Register Office for Scotland, 2012
43,483 45,913
45-59
Source: General Register Office for Scotland, 2012
2001
-388
58,193 57,467
30-44
2011
7,491
59,001 62,265
16-29
1,888.66 1,711.98
37,825 35,825
0-15
Population density (persons/km ) 2
Migration (net civilian, est)
Source: Office of National Statistics, Annual Population Survey, 2011/2012
500,000
Population Employment profile
of Edinburgh
490,000
1.8% Edinburgh’s workforce is one
of the most highly qualified in
Employment and unemployment
(July 2011-June 2012)
480,000 the UK:
The annual increase in population
Source: General Register Office for Scotland, 2012
in 2011 – up 1.9% on the 2010 • 41.2% of the population hold
.9%
470,000
figure – was the highest annual a degree level or professional
Economically
460,000
.3% increase ever experienced and qualification. (This compares active
450,000
.8% reflects a consistent trend over
the past 20 years.
to a Scottish average of 37.2%
and a Great Britain average
In
employment
440,000 of 32.9%). Employees
• 53% of workers in Edinburgh Self
430,000
are managers or professionals, employed
Total Annual
%
420,000 compared to 43.5% of GB Unemployed
1995 2000 2005 2010 Population % Change workers as a whole. (model-based)
04 \ Tourism in Edinburgh – key figures \ Section 1 Section 1 \ Tourism in Edinburgh – key figures \ 05Domestic visitors Edinburgh’s ranking
among big* cities 2
Manchester 2,613 Education
GVA† Employment Company
NVQ4
per person rate start-ups
or above
Edinburgh 2,340
1 Edinburgh Bristol London London
Source: Centre for Cities/The Economist
2 London Edinburgh Edinburgh Edinburgh
Birmingham 2,251
Edinburgh’s
3 Bristol Leeds Glasgow Manchester
4 Glasgow London Bristol Bristol
Bristol 1,828
5 Leeds Newcastle Manchester Leeds
Glasgow 1,730
Scarborough 1,645
* 8 core cities, plus London, Edinburgh and Glasgow
†
Gross value added
visitor profile
Recent city Edinburgh attracts a strong mix of different types of visitors:
Best UK City: Guardian,
local visitors on a day trip in the city, leisure visitors from
York 1,615
awards Observer and guardian.
co.uk Readers’ Travel across the UK or from overseas on a short stay or on holiday,
Leeds 1,493 Awards 2012 and a significant volume of high spending business visitors.
Source: Great Britain Tourism Survey, 2011
Europe’s Leading
Latest annual figures show Edinburgh the neighbouring Royal Mile, full of tourist
Blackpool 1,478 Destination: World Favourite UK City: attracts over 3.69 million staying visits*. attractions and beautiful architecture is the
Travel Awards 2012 Telegraph Award Consumer research conducted by perfect location for us. We continue to greet
Most popular GB 2012 VisitScotland revealed that most of the guests from across the world and equally,
* Source: Great Britain Tourism Survey (2011), International Passenger Survey, 2011
destinations amongst
UK segments with a warm relationship have a loyal market in the UK with those
domestic visitors (excl.
London; ‘000s Trips)
to Edinburgh are professionals people who appreciate great food, luxury
interested in culture and history. living and the very best service.”
BRIGHTON/HO
VE Carina Svenson, General Manager,
303 “When the Missoni family decided to Hotel Missoni
BRI
International
Source: International Passenger Survey, 2011
ST open their first hotel they loved the idea
42 OL
9 of it being in Edinburgh. It’s a beautiful
EDIN
OVERSERS
visitors BURG city that they had always admired, with
VISITO
1 H
,340 “It’s a beautiful city
6 ER
93 HEST
a melting pot of international arts and
Most popular destinations that they had always
NC
culture; an ideal destination for the first
AS
MA
amongst overseas visitors
BIR Missoni hotel. admired, with a melting
(excl. London; ‘000s visits) MIN
G pot of international arts
7 HAM
32 LIVE
RP “Edinburgh attracts high volumes of
GLASGO 54 OOL
5
and culture.”
W tourists and business professionals
474 each year, with a keen interest in culture,
CAM the arts, high end shopping and fine
BR OXFORD
3 IDGE
86 462 dining. The location of the hotel, next to
06 \ Tourism in Edinburgh – key figures \ Section 1 Section 2 \ Tourism in Edinburgh – key figures \ 07ETAG’s Tourism Strategy 2020 identifies Younger Cultural Explorers from In 2012, some 1,500 visitors were asked:
Germany, France, Spain, Italy and Ireland as the main target group in
the international leisure market. This group is generally comprised of What was it about Edinburgh
single person, pre-children or no children households who want to that made you want to visit the city?
experience new countries and cultures.
1 2
UK Market Segmentation
The main priority segments for Edinburgh, as per VisitScotland’s segmentation system. 15% 15%
Edinburgh’s
19%
Friends/
Shopping World Heritage relatives
Affluent southern explorers Affluent active devotees Site status in the city
Profile Profile
• Most affluent segment
• Wide age range (average age 45)
• Professionals
• Average age: 50
• Above average Income
• Professionals 19%
Pubs/bars
21%
Museums
23%
Personal
Lifestyle Lifestyle recommendation
• Not materialistic • Busy lives
26% 27% 49%
• Time / freedom for self • Like discovering new things
• Authentic experiences • Like the finer things in life
• Broaden minds • Like new challenges and
• Build knowledge being active Attractions Castle
• Environmental / green
A previous visit
Holiday Motivations
68%
Holiday Motivations • Well travelled
• Travel important to lives • UK and abroad
• UK and abroad • Escape and relaxation
• Take longer breaks • Experience seekers
34
• Explore local culture • Try new destinations
• New and familiar Historic city
• Get off beaten track
Younger domestic explorers Northern sometimers Which of these activities, if any,
did you do on your visit?
Source: VisitScotland: Scotland – An insight into our segments, 2011
Profile Profile 93%
• Average age 42 • Average age: 44
• Above average income • Average income
• Jobs not careers City bus tour 71%
Source: Edinburgh Visitor Survey – LJ Research, 2012
Lifestyle 23%
An excursion out of the city 19%
• Work to live Lifestyle
• Limited disposable income • Family is important Visiting exhibitions 60%
47%
• Busy lives • Less active and curious 64%
Visiting art galleries
• Like to discover and explore • Enjoy populist culture
• Sedentary Visiting museums 73%
Holiday Motivations • Habitual in behaviour Going out to pubs/bars 29%
• Escape from routine
• Relax and explore Holiday Motivations Visiting attractions
• Love UK breaks • Prefer abroad (sun, sand and Going out to restaurants 20%
• Masses to see and do sea destinations)
Shopping
• Good value for money • Want to relax and do ‘nothing’
• UK = city breaks Walking around
• UK = poor value for money the city
08 \ Tourism in Edinburgh – key figures \ Section 2 Section 2 \ Tourism in Edinburgh – key figures \ 09Age profile of Expenditure Origin of visitors
Edinburgh visitors per person Overall
Loosely defined as the ‘Generation Y’ per day
demographic, those aged 25-34 years
accounted for 23% of visitors to the city, which
was higher than any other age group. Visitors 57% 33% 8%
1%
aged 45-54 accounted for the second largest Overseas Scotland Wales 1%
group – 22%, while visitors aged 35-44 England Northern Ireland
accounted for 19% of all Edinburgh visitors. £37.85 Overseas
19% 10% 7% 7% 7% 6% 5% 39%
United States France Republic of Ireland
Germany Netherlands Other
13%
16-24
23% £22.90
Australia Canada
England
25-34
20% 18% 15% 12% 11% 9% 15%
London North West / Merseyside South West
South East North East Other
£16.50 Yorkshire & The Humber
19% 22% Visitors
35-44 45-54
57% from England
accounted for
£10.20
of visitors to the city
were from overseas 33%
Source: Edinburgh Visitor Survey – LJ Research, 2012
Source: Edinburgh Visitor Survey – LJ Research, 2012
countries in Europe, The key
of all visitors
Asia, the Americas overseas market
in 2012.
and beyond. was the USA.
Distant cousins** count
for more than
18% 5% 1/3
£4.75
55-64 65+ Total: of all overseas
**combining the USA,
visitors. Canada, Australia,
£92.20 South Africa and New Zealand.
10 \ Tourism in Edinburgh – key figures \ Section 2 Section 2 \ Tourism in Edinburgh – key figures \ 11Purpose of visiting Edinburgh
Visiting friends and relatives was the main reason for visiting
3
Edinburgh for 32% of domestic, and 19% of overseas visitors. Domestic
visitors were also more likely to visit Edinburgh on a business trip.
D o me s
6% t ic
18%
3% Intern 44% Edinburgh’s
Source: Great Britain Tourism Survey, 2011 / International Passenger Survey, 2011
a tio
12%
connections
na
l
19%
66% Edinburgh handles more than 25 million passengers
at Edinburgh Airport and Edinburgh’s railway stations.
The city is one of Scotland’s best-connected areas and,
for many, is a gateway to the rest of Scotland.
32% “With Edinburgh being one of the most vibrant and
With over culturally diverse cities in the world, Edinburgh Airport
9million
is extremely proud of the role it plays as the door to
Scotland’s capital city. With over 9 million passengers
Holiday Visiting friends & relatives Business Other travelling through the airport in 2012, and with a
number of new international routes to be introduced
passengers in 2013, including Berlin, Istanbul and Toronto, we are
travelling through looking forward to the future and working collectively
Expenditure by overseas tourists in Edinburgh the airport in 2012 with all of our stakeholders from across the tourism
sector to guarantee Edinburgh as one of the top travel
destinations in the world.
Source: International Passenger Survey, 2011
“We have invested heavily in Edinburgh Airport over the
£97.4 £79.1 £54.8
last several years in order to enhance our reputation
for providing a first class passenger experience when
they travel with us. This is something we will continue
million million million to do in the future and with our new re-branding now
complete, we firmly believe Edinburgh Airport is now
where Scotland meets the world.”
Gordon Dewar, CEO, Edinburgh Airport
12 \ Tourism in Edinburgh – key figures \ Section 2 Section 3 \ Tourism in Edinburgh – key figures \ 13Visitors’ form of arrival Entries and exits at Edinburgh stations
14.2 1.6 1.3
2004/05
16.2 1.6 1.6
6%
2007/08
15% 4% 20 1.9 1.8
2010/11
5%
millions
Source: Office of Rail Regulation, 2012
Edinburgh Waverley Edinburgh Haymarket All other Edinburgh Stations
29%
Private Car In May 2011, East Coast relaunched the Flying Scotsman, offering
Source: Edinburgh Visitor Survey – LJ Research, 2012
Edinburgh a daily service to London in 4 hours.
Public Bus
The First TransPennine Express service connects Edinburgh with
Hired Car north England, including Manchester and the Lake District.
41%
Other
Plane Passenger numbers at Edinburgh Airport
Train
millions
millions
6 6
5 5
Edinburgh Airport
tain’s
remains the key arrival
in bu rg h W averley is Bri 4 4
Ed
Source: Civil Aviation Authority, UK Airport Statistics, 2012
e
point for visitors to station outsid n
Source: Marketing Edinburgh, www.investedinburgh.com
largest train tio
Edinburgh with
nd on a n d a principal sta
Lo e 3 3
41%
oast Main Lin en.
on the East C rde
e tw e en Lo n don and Abe
b d
erates aroun
2 2
East Coast op to London,
ay
20 trains a d
of all visitors arriving by
.
airplane. Trains were
a 4 .5 ho u r journey time 1 1
the second main form with
of arrival into the city. 0 0
2005 2007 2009 2011 2005 2007 2009 2011
Travelling to international destinations Travelling to domestic destinations
14 \ Tourism in Edinburgh – key figures \ Section 3 Section 3 \ Tourism in Edinburgh – key figures \ 15Top Destinations
4
Edinburgh
Toronto
Edinburgh’s
Dublin
Amsterdam
accommodation
London Frankfurt
New York
Paris
Geneva
The city offers 12,910 The number of additional rooms available during
the Festival period has increased substantially
bedrooms in 529 (from 6,126 beds in 2005 to 6,771 in 2012, an
establishments in increase of 10.5%). Edinburgh’s occupancy rates
almost reach 80%, among Europe’s highest,
the serviced whilst room yields remain stable.
Madrid Palma accommodation
Alicante sector and 7,353 “In the UK, Edinburgh’s occupancy rates are second
only to London and amongst the world’s highest
Malaga
bedrooms in the (with an annual average nearly 80%). In the last
non-serviced sector few years, the city has also seen hefty growth in
the number of serviced apartments but, at Chester
throughout the year.
Edinburg Residence, we have found our niche in the market:
h we offer something quite unique for travellers
awards – spacious, private, high-end living in a home
“Edinburgh’s from home environment with access to hotel
An average of
occupancy rates
25,200
facilities at a five star level.
are amongst the
In 2011 and 2012, Edinburgh Airport was world’s highest.” “We provide luxury surroundings ideal for families,
Source: Edinburgh Airport Ltd, 2012
voted the winner of the Best European long and short term visitors – on business and
passengers pass through the Airport handling 5-10 million passengers leisure, who simply want something more relaxed
airport per day, at an average of at the Airports Council International (ACI) and akin to the atmosphere they have at home.
280 flights per day. Some 30% Europe Awards. Our secret is simply that we look after our guests,
of the Airport’s passengers very well. Whatever they ask for – if we can, we will!”
were from overseas in 2012 – It was rated second in Europe in the Rory MacAleece, The Chester Residence,
up from 16% in 2005. 10 Airport Service Quality (ASQ) monitor in 2011. Head of Group Operations Rothesay Residence Ltd
16 \ Tourism in Edinburgh – key figures \ Section 3 Section 4 \ Tourism in Edinburgh – key figures \ 17Edinburgh’s serviced sector* Edinburgh’s non-serviced sector*
ts (excl. festival st
shmen
ts (excl. festival st shmen ock)
tabli ock) tabli
e s 44 f es 1
e r of
26 ber o 2 25
mb Nu
m 2 136
Nu
35
ock)
ock) l st 24
l st 25 it va 14
it va 79
fes
214
fes
cl.
2,690 1,489
cl.
er of rooms (ex
er of rooms (ex
42 3,359
713 448
7,381
1,604
mb
mb
Nu
2,019
Nu
455
Source: Tourism Resources Company: City of Edinburgh Tourism Accommodation Audit, 2012
167 1,329
Guest House Hotel Lodge Self-Catering Hostel Campus
Restaurant
with rooms
B&B Small Hotel Inn Serviced Apartment Other Exclusive Use
64% Edinburgh’s Hotel
The number of 3 or 4 star
properties has increased
significantly between 2005 Grading Mix*
of all rooms the city offers and 2012 – up from 76% to 1 Star = 2% 4 Star = 41%
85%
are provided by the serviced
2 Star = 6% 5 Star = 7%
sector – the majority of which
is provided by hotels of all hotels 3 Star = 44%
18 \ Tourism in Edinburgh – key figures \ Section 4 Section 4 \ Tourism in Edinburgh – key figures \ 19Occupancy In 2012, Edinburgh’s
Achieved occupancy in 2012 80.73 occupancy was third
on %
L ond highest in Europe after
78.88 London and Paris.
s
Pari
%
77.20
h %
burg RevPAR
Edin 75.04 Achieved yields in 2012
rdam
%
te £113.17
Ams
London
74.58%
a m burg £163.19 Paris
H
74.41% £59.81
in Edinburgh
Dubl
£82.26 Amsterdam
£62.96 Hamburg
a
Vienn
71.94%
£52.34 Dublin
ona
Barcel
71.59%
Prague
£68.96 Vienna
68.58%
£57.67 Barcelona
en
penhag
66.84%
Co £41.84 Prague
Rome 65.93%
£55.66 Copenhagen
Source: STR Global, 2012
£79.29 Rome
Accor Group have acquired Accor will also lease two Edinburgh properties
Hotel Motel One, a German-based hotel
operator known for affordable
Tune Hotels opened
its first ever Scottish the freehold of a property on located at Edinburgh Park and at SoCo
St Andrew Square which it plans Edinburgh, a redevelopment area between
development design, has chosen Edinburgh for
its first UK outlet and opened to
hotel, Tune Hotel
Haymarket, in to open as a 103-bedroom South Bridge and the Cowgate. Both hotels
recent activity guests in December 2012. January 2013. hotel under its Ibis brand in
the second half of 2013.
will open under the Ibis brand, in 2013 and
2014, respectively.
20 \ Tourism in Edinburgh – key figures \ Section 4 Section 4 \ Tourism in Edinburgh – key figures \ 215 Most visited
attractions 2012
Edinburgh’s Summer
Festivals attendance
National Museum
2012 Ticketed Non-ticketed
1,893,521
of Scotland events events (est)
National Galleries Edinburgh
1,604,105 International
of Scotland 40,000 1,200
Film Festival
Edinburgh’s leisure
Edinburgh Castle 1,230,177 (20 June –
1 July 2012)
St Giles’ Cathedral 904,411
Edinburgh Zoo 810,937 Edinburgh
Jazz and
and culture tourism
Royal Botanic Gardens 721,827 Blues Festival
22,300 25,000
National War Museum 492,743 (20 – 29 July)
Source: LJ Research, 2013
Scottish Parliament 345,111 Edinburgh
Scotch Whisky Art Festival
Edinburgh attracts visitors to its iconic Edinburgh Castle, 270,572 (2 August – 1,548 258,153*
Heritage Centre
2 September)
as well as its museums, theatres, pubs and restaurants. Top 10 visitor attractions (excl. Our Dynamic Earth)
Five of Scotland’s Top 10 visitor attractions in terms of Royal Edinburgh
Military Tattoo 220,000 0
visitor numbers are based in Edinburgh. (3 – 25 August)
Edinburgh’s Festivals
Source: Marketing Edinburgh, www.invesedinburgh.com
In 2012, the main Festival Fringe “As we look ahead to the unique Edinburgh
sold 1,857,202 tickets; visitors to opportunities in 2014, when 2012 Summer Season Festival Fringe
(3 – 27 August)
1,857,202 TBC
the festivals spend £261 million Scotland hosts the 2014 Glasgow
E dinburgh International Book
every year in Edinburgh and Commonwealth Games and Edinburgh
Festival hosted 225,000 people,
Scotland as a whole. Homecoming Scotland, we International
the most in its history, and saw Festival 137,195 250,000
continue to reinforce the legacy
3%
(9 August –
“Each year Edinburgh’s Festivals of 2012 – when the eyes of the
2 September)
welcome some 4.2 million world’s media came to our
attendances who generate Festivals as the UK hosted the * This is an estimate for the month of the festival only,
£261 million of national economic Olympic and Paralympic Games excluding attendance beyond 2 September for those
increase in ticket exhibitions which last for more than a month
impact, of which £41 million is and Edinburgh’s Festivals sat at
sales from 2011.
spent on accommodation and the heart of the Cultural Olympiad
£37 million in the city’s cafes and presented their most
The Royal Edinburgh Military Tattoo
and bars. 93% state that the ambitious programmes to date. E dinburgh Festival Fringe was sold out for a 14th consecutive
Source: Festivals Edinburgh, 2012
Festivals are part of what makes Our innovative joint working with issued an estimated year, with the BBC highlights
Edinburgh special as a city, with partners is key to delivering our
1.85
broadcast drawing an
82% stating that Festivals make ambitions and we look forward to
audience of
them more likely to visit Edinburgh continued collaborations in 2013
5.4
again in the future. Our impacts and beyond.” million tickets
are wide reaching and go beyond Faith Liddell, Director, only 1% less than the overall number
direct economic impacts. Edinburgh Festivals of tickets sold in 2011. million
22 \ Tourism in Edinburgh – key figures \ Section 5 Section 5 \ Tourism in Edinburgh – key figures \ 236 Country and
city rankings*
ICCA City
Edinburgh
# of
Rankings
Meetings
2011
Edinburgh’s
1 Vienna 181
is the most popular UK city
2 Paris 174 after London for hosting international
* Source: International Congress and Convention Association, 2011
3 Barcelona 150 association meetings.
business tourism 4 Berlin 147
£
5 Singapore 142
6 Madrid 130 The economic value of business
Edinburgh has remained relatively strong throughout the 7 London 115 tourism to Edinburgh city region
crisis. The consequences of the ‘credit crunch’ have been 8 Amsterdam 114 is estimated to be in excess of
£300 million per annum.
compensated by newer market entrants such as Virgin Money 9 Istanbul 113
and Tesco Bank. Edinburgh’s event industry continues to be 10 Beijing 111
strong: the Marketing Edinburgh, Convention Bureau (MECB) 38 Edinburgh 52
secured a vast number of meetings during 2011/12 which will 58 Glasgow 36 For the last 6 years Edinburgh
has retained its position as the
be attended by thousands of business visitors. most popular UK city
“Edinburgh enjoys many natural and event destination. Our role is to The value of bookings after London for hosting
advantages which give it a strong raise the profile of Edinburgh as an secured by MECB’s international association
competitive edge in both leisure and inspiring conference destination and
Accommodation meetings (ICCA).
business tourism sectors. For the to work as a catalyst between the
business delegate, it offers a wide conference industry and all the venues Booking Service in
range of excellent venues and hotel and services that our partners offer. 2011-12 was £1.67 million.
Source: Marketing Edinburgh, Convention Bureau (MECB)
accommodation, backed by wonderful Attracting conferences and assisting
opportunities for the social programme. our partners to make them happen
These attributes, coupled with the is what we’re all about. Successful
city’s global reputation as a centre of business tourism is a vital element of In the financial year 2012/13
excellence in an array of academic Edinburgh’s economy. The Bureau has, to date the Convention
disciplines, make it the perfect business in this financial year to date, confirmed Bureau has confirmed Of the conferences
and conference destination. 115 conferences which will attract 115 conferences which will and events secured by
38,888 delegates to the city between
2012 and 2018 with an economic benefit
attract 38,888 delegates the Convention Bureau
“Marketing Edinburgh, Convention
Bureau is responsible for marketing of £64 million.” to the city between 2012 in 2011-12, 87% were
and organising Scotland’s capital city Sue Stuart, Director of Operations, and 2018 with an economic international
as a premier conference, incentive Marketing Edinburgh benefit of £64 million. association meetings.
24 \ Tourism in Edinburgh – key figures \ Section 6 Section 6 \ Tourism in Edinburgh – key figures \ 25About ETAG
ETAG’s role is to bring together the wide range of
businesses which make up Edinburgh’s tourism sector.
ETAG also plays a unique role in bringing the industry
together with the public sector agencies who support
key components of the tourism product, such as
marketing and infrastructure development.
Business Benefits Organisations
City of Edinburgh Council Tourism Intelligence Scotland
Business development Networking www.edinburgh.gov.uk/citycentremonitoring www.tourism-intelligence.co.uk
ETAG organises a wide range of Building your own business Office for National Statistics VisitBritain
www.statistics.gov.uk/hub/people-places/people/ www.visitbritain.org/insightsandstatistics/
business events, from short Business networks is a great way to tourism
Briefings, giving an insight into new make sure you keep up to date VisitScotland
developments in the city, to full day with latest news, share best Scottish Development International www.visitscotland.org/research_and_statistics.aspx
www.sdi.co.uk
workshops on hot topics like making practice and get some great
the most of social media. ideas for your business. Scottish Enterprise
www.scotent.co.uk
Market intelligence
Tourism is a fast moving industry,
Resources
Access a huge amount of information
about Edinburgh, from the Edinburgh and ETAG can help you to Access background information, reports
Visitor Survey to specific research on keep up to date with the latest and resources about tourism in Edinburgh
festival audiences. The more you know business opportunities, events at www.etag.org.uk/information.asp
about the visitor market, the more and developments in the tourism
successful you’ll be in developing new sector. For more information visit:
services, products and collaborations. www.etag.org.uk Tourism in Edinburgh – key figures was delivered in partnership with Scottish Enterprise.
26 \ Tourism in Edinburgh – key figures \ About ETAG Resources \ Tourism in Edinburgh – key figures \ 27Edinburgh at a glance
Population Households
2011
221,954
495,360
2011 2001
449,020
2001
204,956
Travel Purpose of visit
D o me s
6% t ic
18%
3% Intern
ati
44%
o
12%
na
l
19%
An average of 66%
25,200
passengers pass through
the airport per day, at an 32%
average of 280 flights
per day. Some 30% of the
Airport’s passengers were
from overseas in 2012
Holiday Visiting friends & relatives
– up from 16% in 2005.
Business Other
80.73
%
don
Lon
78.88
s
Pari
%
Design: Resolve Creative, www.resolve-creative.co.uk
77.20
h %
burg
Edin 75.04
am
Editorial: LJ Research, www.ljresearch.co.uk
%
terd
Ams 74.58%
burg
Ham
Occupancy
Achieved occupancy in 2012You can also read
