Business opportunities: Tourism in Edinburgh – Key Figures
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Business opportunities: Tourism in Edinburgh – Key Figures
Contents > 1 EDINBURGH CONTEXT Geography and Population Economic Data Edinburgh and its Image
3
2 TRANSPORTATION Air, Rail and Bus Activity Origin of Passengers
8
3 ACCOMMODATION Supply Hotel Performance
12
4 LEISURE AND CULTURE Leisure Attractions Festivals
16
5 BUSINESS TRAVEL Economic Effects Duration and numbers Behaviours Accolades
18
6 EXPENDITURE Average spend per day Expenditure by origin
20
7 LINKS AND OTHER RESOURCES
21
Over the last twenty years, Edinburgh has become a global tourism destination, and we have great assets with which to generate future growth in our industry. Over three million visitors come to the city each year, which equates to seven times our population, and these visitors are clearly vital to Edinburgh’s future prosperity. Our visitors come to enjoy the abundance of experiences we offer – from walking around our outstanding historical streets, fine dining, world-class museums and attractions to days out in the dramatic countryside on our doorstep. Since 1998 employment in our sector has almost doubled and now over 12% of the city’s workforce is employed in tourism. “Edinburgh is already a major gateway to the rest of Scotland and over 50% of Scotland’s international visitors stay here whilst visiting our country, but our potential for growth is huge. Edinburgh attracts less than 9% of the number of international visitors that London receives, and it is clear from customer surveys that those who do come are enjoying memorable experiences and the majority plan to come back again and recommend us to others. “There is a gulf between what influences our visitors to come and what impresses them most when they get here, which clearly indicates we are exceeding the majority of their expectations. We need to continuously improve and build on this, listen to our visitors and maintain a clear picture of who they are and why they come here, to help us develop new and iconic experiences that will attract more visitors. “The following pages will give you solid market information and the key facts and figures for Edinburgh tourism. There is relevant information for every sector, with details about visitor types, expenditure patterns, accommodation, transport and leisure interests. I hope you will find this guide a useful tool when making key investment decisions and building your business plans. Robin Worsnop, Chair, ETAG
Did you know? There are five other guides about different aspects of Edinburgh tourism, which may complement some of the information you find in this resource. Edinburgh – A World Heritage City, Delivering Visitor Experiences, Edinburgh At Night, Edinburgh’s Festival Visitors and Edinburgh’s Calendar of Events 2011 are available to download from www.etag.org.uk. 2
Business opportunities: Tourism in Edinburgh – Key Figures
>1 Edinburgh Context I Geography and Population Sources: Edinburgh by Numbers 2010/ 2011 by The City of Edinburgh Council, Invest Edinburgh, Jan to Mar 2011 by The City of Edinburgh Council
Land area: 262.28km² Edinburgh accounts for 0.3% of Scotland’s overall land area (Scotland: 78,133km²). Population in 2008: 471,560 inhabitants Edinburgh accounts for 9.1% of the total Scottish population i.e. almost 1 inhabitant in 10. Student population: 98,000 in further and higher education (16,000 from overseas)
Demographics Edinburgh Demographics 1998 – 2008
Edinburgh 1998 2008
Scotland 1998
2008
Population
446,240
471,650
5,077,070
5,168,500
Households
200,294
217,654
2,153,365
2,331,250
Population density (persons/ km²)
1,701
1,788
65
66
Births
4,950
5,375
58,012
59,240
Deaths
4,809
4,305
58,527
55,293
Natural change
141
1,070
-515
3,947
Migration (net civilian, estimated)
-11
2,512
-1,917
19,953
Fertility rate
46.1
47.1
52.6
57.2
% of births to unmarried parents
35.9%
41.1%
35.9%
50.1%
% of births to mothers born outside UK
11.5%
26.8%
5.4%
13.0%
Marriages
2,677
2,598
29,668
28,903
Source: General Register Office for Scotland
Projected and actual population change 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 1995
1997
1999
2001
2003
2005
2007
2009
3
2011
2013
2015
2017
2019
2021
2023
2025
Business opportunities: Tourism in Edinburgh – Key Figures
>1 Edinburgh Context I Economic Data Sources: Edinburgh by Numbers 2010/2011 by The City of Edinburgh Council, Tourism in Eastern Scotland 2009 by VisitScotland, Tourism in Scotland by The Scottish Parliament, 1999, Tourism by The City of Edinburgh Council, Invest Edinburgh, Oct – Dec 2010 by The City of Edinburgh Council, Tourism in Scotland 2009 by VisitScotland, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research
Employment Edinburgh accounts for around 15% of national tourist jobs. In Edinburgh City in 2007 there were 30,900 staff in tourism-related employment (+1% growth, i.e. 300 additional jobs compared to 2006). That equalled 12.6% of total employment in the city. In 2008, hotels and restaurants in Edinburgh employed 24,741 staff. That is 8.1% of Edinburgh’s overall employment, which is 1% higher than the national percentage.
Tourism related employment 2006
2007
As percentage of total employment
Edinburgh City
30,600
30,900
12.6%
East Lothian
2,900
2,800
6.3%
West Lothian
4,400
4,200
5%
Midlothian Scotland
2,035
1,950
7.3%
206,700
208,800
8.6%
Tourism Businesses ‘Tourism related industries’, as defined by the Scottish Government, incorporates: > Hotels and Other Accommodation Types > Restaurants > Public Houses and Bars > Night Clubs/Licensed Clubs > Travel Agencies/Tour Operators > Libraries > Museums > Galleries > Sport and other Recreational Activities Note: in the context of this document we will also include theatres, venues and events as being included in the definition of tourism related industries
Visitors to Edinburgh Volume and Value UK visitors > It is estimated that in 2009, UK residents made 2.46 million trips to Edinburgh and Lothians, staying for 6.6 million nights and spending £562 million. Average spend per trip: £228.50 >
Those visiting Edinburgh City made 2.14 million trips, staying for 5.58 million nights and spending £526 million.
Overseas visitors > Overseas visitors in 2009 made around 1.33 million trips to the capital and surrounding area, staying for 7.44 million nights and spending £458 million. Average spend per trip: £344.40 UK and overseas tourism in Edinburgh and Scotland 2008 Edinburgh (millions)
% of Scottish total
Scotland (millions)
Tourist trips
3.44
23.5
14.64
UK visitors
2.10
17.3
12.15
International visitors
1.34
53.7
2.49
Tourist bednights
11.48
18.0
63.71
UK visitors
6.10
13.8
44.19
International visitors
5.38
27.5
19.52
Tourist spending
£917
22.6
£4,053
UK visitors
£540
19.2
£2,812
International visitors
£377
30.4
£1,241
Source: Office for National Statistics, VisitBritain
In 2010 there were 13.1 million annual tourist bednights in Edinburgh overall and the annual tourist expenditure was £941 million. 4
Business opportunities: Tourism in Edinburgh – Key Figures
>1 Edinburgh Context Gender There is almost an equal split of male and female visitors to Edinburgh. However, visitors in the two top age groups (55 – 64 years and 65+ years) are more likely to be male; visitors in the two lowest age groups (16 – 24 years and 25 – 34 years) are more likely to be female.
Age
Age group segmentation (2009/2010)
In 2009/10 visitors aged 25 – 34 accounted for 27% of visitors to Edinburgh, which was significantly higher than any other age group. The second largest age group was the 45-54 years market. European visitors were commonly in the 25 – 34 age group, but North American visitors were more likely to be in the 55 – 64 age group
Age
All
16 – 24
16%
25 – 34
27%
35 – 44
18%
45 – 54
20%
55 – 64
17%
65+
3%
UK Market Segmentation The following visitor types have been identified as the key Edinburgh UK visitor groups:
Warm 1 Affluent Southern Explorers
Warm 2 Younger Domestic Explorers
> > > > >
> > > > >
Live in South of UK – London, South, Midlands Above average household income Like to explore and be adventurous when holidaying Have strong connections with Scotland High internet usage
Live throughout the UK Above average household income Segment most likely to have children Strong advocates of holidays in UK Frequent users of internet and social networking
Cold 1 Southern Travel Junkies
Cold 2 Northern ‘Sometimers’
> > > > >
> > > > >
Live in South of UK (Midlands and below) Above average household income Enjoy holidays as a means to escape busy lives Have a relatively weak relationship with Scotland Very confident users of the internet
Live in Scotland and the North of England Slightly below average household income Believe it’s easier to plan a holiday abroad Often visit familiar destinations Like to eat/drink/lie in the sun
Group Size/Composition The average leisure visitor group size (of adults and children) is 4.6. Overnight visitors are more likely to travel in a large party (average 4.7) than day visitors (average 3.4). The overwhelming majority of visitors come to the city without children under 16 years (89%).
Duration Findings from the Edinburgh Visitor Survey show that the average length of stay of visitors overall is 3.37 nights. North Americans spend the most nights in the city (4.14) with 12% of them staying 8 or more nights.
Duration of stay 2009 Edinburgh
Scotland
1 – 3 nights (%)
76
65
4 – 7 nights (%)
19
27
8+ nights (%)
5
8
UK Tourist Trip Average
2.6
3.7
Overseas Tourist Trip Average
5.5
8.6
5
Business opportunities: Tourism in Edinburgh – Key Figures
>1 Edinburgh Context Accommodation Used
Hotel Hostel With friends/relatives B&B University accommodation Guest House Rented flat Serviced Apartment Caravan/campsite Other
Accommodation used by type 2009/10
55+
Scot
UK
Origin EU
NA
Other
Hotel
41%
64%
65%
64%
61%
50%
52%
51%
Hostel
22%
3%
3%
3%
7%
13%
11%
19%
With friends/relatives
14%
7%
10%
15%
11%
10%
9%
9%
B&B
6%
8%
7%
4%
6%
6%
13%
6%
University accommodation
9%
4%
2%
0
2%
11%
10%
3%
Guest House
4%
6%
5%
0
5%
5%
2%
6%
Rented flat
4%
5%
4%
3%
5%
3%
7%
2%
Serviced Apartment
3%
5%
3%
6%
4%
3%
2%
5%
Caravan/campsite
<0.5%
1%
1%
3%
1%
1%
0
0
Other
<0.5%
1%
2%
1%
1%
1%
<0.5%
<0.5%
16 – 34
Age 35 – 54
55% 11% 10% 7% 6% 5% 4% 4% 1% 1%
Hotels (55%) are the most popular accommodation choice and are favoured most by UK visitors. 1 star 2 star 3 star 4 star 5 star Ungraded Don't know Other
Accommodation used by grading, 2009/10
Grading
16 – 34
Age 35 – 54
55+
Scot
UK
1% 7% 25% 20% 6% 17% 24% 0
1% 6% 23% 35% 9% 7% 18% <0.5%
1% 5% 30% 38% 7% 4% 15% 1%
0 9% 13% 38% 9% 2% 30% 0
1% 5% 25% 34% 9% 9% 18% 0
1 star 2 star 3 star 4 star 5 star Ungraded Don't know Other
Origin EU 2% 7% 27% 25% 5% 15% 19% 0
1% 6% 25% 29% 7% 11% 20% <0.5%
NA
Other
1% 5% 24% 27% 13% 5% 25% 1%
1% 8% 27% 25% 4% 13% 20% 1%
Why Visitors Come To Edinburgh According to the Edinburgh Visitor Survey, 69% of visitors are here on a leisure trip or holiday. 13% are here for a specific event. What influences visitors to come here versus what impresses them most during their visit
Top 10 visitor pastimes
What influences them most?
All
What impresses them most?
All
1
Walking around the city
85%
Historic city
71%
Architecture/buildings
82%
2
Shopping
75%
Castle
52%
Beautiful/picturesque setting
73%
3
Going out to restaurants
73%
A previous visit
27%
Castle
71%
Attractions
26%
Old Town
69%
4
Visiting attractions
70%
Personal recommendation
22%
Historic town/buildings
63%
5
Going out to pubs / bars
61%
Museums
21%
Atmosphere/ambiance
62%
6
Visiting museums
48%
Friends/relatives in the city
21%
Everything is in walking distance
61%
7
Visiting art galleries
30%
Pubs/bars
20%
Views
56%
8
Visiting exhibitions
25%
Shopping
18%
Plenty to do and see
54%
9
An excursion out of the city
17%
52%
10 City bus tour
Edinburgh’s World Heritage Site status 17%
Friendly/helpful people
6
16%
Business opportunities: Tourism in Edinburgh – Key Figures
>1 Edinburgh Context I Edinburgh and its Image Sources: Tourism by The City of Edinburgh Council, Destination Edinburgh Marketing Alliance: A Step Change For Edinburgh compiled by Leithal Thinking, Edinburgh by Numbers 2010/2011 by The City of Edinburgh Council, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research, The Hotel Price Index, Review of Global Hotel Prices: Summer 2010 by Hotels.com, Invest Edinburgh, Jan to Mar 2011 by The City of Edinburgh Council
Edinburgh has a mix of natural beauty, rich history and a vibrant social scene that sets it apart as a unique and attractive visitor destination. High volumes of young overnight visitors come to Edinburgh, so this market is of key interest to tourism businesses. The city attracts both UK and overseas visitors, and in fact almost half (48%) of all overseas visitors to Scotland will visit Edinburgh during their stay.
Visitor perceptions > > > > > >
Perceptions of cleanliness and safety continue to grow positively, both scoring an average of over 8 out of 10 in the Edinburgh Visitor Survey. Nearly one third of visitors gave Edinburgh full marks as an overall rating of their visit. The average score was 8.72 out of 10. The majority (89%) of visitors would recommend Edinburgh as a place to visit. Over half rated this as 10 out of 10 in the Edinburgh Visitor Survey. Edinburgh was voted the top UK city to ‘visit before you die’ in a poll of 5,500 guests conducted by Travelodge in July 2009. It was voted the friendliest city in the UK and the second friendliest city in Europe in a survey of 8,000 people in 16 countries conducted by OnePoll in September 2009. It was ranked the 21st top city in the world and the 17th top city in Europe amongst international visitors in a list compiled by TripAdvisor in May 2010. It was the only UK city to feature in the list.
Industry accolades > Edinburgh was voted ‘Favourite UK City’ in Conde Nast Readers’ Travel Awards for 2010. > It was also voted ‘Favourite UK City’ for an unparalleled 11 consecutive years in the Guardian & Observer Travel Awards 2010. > It was named the ‘Best Destination Port’ in the UK in the October 2009 Cruise Critic Editors' Picks Awards. > It was named one of the world’s top ten cities by travel magazine Wanderlust in 2008. Top 10 UK destinations for UK travellers Top UK destinations for overseas travellers Charts from The Hotel Price Index, Review of Global Hotel Prices: Summer 2010 by Hotels.com
Rank
City
Rank
City
1 2 3 4 5 6 7 8 9 10
London Edinburgh Manchester Glasgow Birmingham Liverpool Cardiff Bristol Brighton Leeds
1 2 3 4 5 6 7 8 9 10
London Edinburgh Manchester Glasgow Liverpool Birmingham Belfast Brighton Oxford Bristol
The Anholt City Brand Index 2007 puts Edinburgh in 22nd place in its ranking of world cities. Many of the cities ahead of Edinburgh on this ranking are major global capitals such as London, Paris and Sydney, so Edinburgh could not be expected to compete in terms of size and scale.
Edinburgh’s ranking in the UK and Europe Criterion Quality of life Investment attractiveness Financial services competitiveness Centre of commerce Conference hosting Gross Value Added per head Revenue per available room Class A office rent Creativity Sustainability Business location Retail potential
UK ranking
European rating
1 2 2 2 2 2 3 5 6 7 7 18
N/A 10 7 20 28 N/A N/A 19 N/A N/A N/A N/A
These organisations work collectively and individually to enhance Edinburgh’s tourism product: ETAG www.etag.org.uk ECG Chamber of Commerce www.edinburghchamber.co.uk DEMA ECB www.conventionedinburgh.com Edinburgh Inspiring Capital Edinburgh Hotel association www.stayinedinburgh.net VisitScotland Edinburgh restaurateurs association www.edinburghrestaurants.co.uk Essential Edinburgh Festivals Edinburgh www.edinburghfestivals.co.uk Edinburgh Council
7
Edinburgh scores highly for: being an attractive, clean city with welcoming people; having a sense of community; and good public amenities and accommodation. Edinburgh’s scores poorly for: climate; for its reputation as a city with a variety of entertainment and new things to discover; for being a good place to do business; knowledge of the city (i.e. marketing).
www.edinburghcapitalgroup.co.uk www.edinburghbrand.com www.edinburgh-inspiringcapital.com www.visitscotland.org www.essentialedinburgh.co.uk www.edinburgh.gov.uk
Business opportunities: Tourism in Edinburgh â&#x20AC;&#x201C; Key Figures
>2 Transportation Source: Edinburgh Visitor Survey 2009/10 by Lynn Jones Research, www.edinburgh-inspiringcapital.com/invest/economic_data/transport/mode_of_travel.aspx
Travel to Edinburgh by domestic visitors, 2007
Travel to Edinburgh by overseas visitors, 2005
According to the Edinburgh Visitor Survey 2009/10, of all visitors to Edinburgh, 43% arrive by plane, 29% by train, 18% by car, 6% by public bus.
Plane
18%
Train
32%
Private car
35%
Public bus/coach
12%
Private coach
3%
Hired car
1%
Plane
36%
Train
22%
Hired car
12%
Public bus/coach
11%
Private car
9%
Private coach
8% Plane
80%
Train 70%
Car Public bus
60%
Private coach
50%
Other 40% 30% 20% 10% 0%
ALL
LEISURE 2009 / 10
CONGRESS 2008 / 09
2007 / 08
Note: Public Bus refers to public transport whereas Private Coach refers to coach tours, i.e. those arriving by independently organised buses rather public transport The airport is the key arrival point for visitors to Edinburgh with 43% of all visitors and 76% of congress (business) visitors stating they arrive by aeroplane. 70% of all EU visitors arrive via the airport. However, once they are here nearly half of visitors use public buses in the city. Those who use public buses rate the service highly â&#x20AC;&#x201C; a quarter give it full marks out of 10.
8
Business opportunities: Tourism in Edinburgh – Key Figures
>2 Transportation I Air, Rail and Bus Activity Sources: Tourism by The City of Edinburgh Council, Edinburgh Airport Master Plan, July 2006 by BAA Edinburgh, Invest Edinburgh, Oct – Dec 2010 by The City of Edinburgh Council, Edinburgh Airport Facts and Figures 2011, Edinburgh by Numbers 2010/2011 by The City of Edinburgh Council
Edinburgh Airport In 2005, BAA Scotland’s three airports handled more than 20 million passengers. Between 1996 and 2005, the number of passengers travelling though Edinburgh Airport increased by 154%, rising from 3.3 million to 8.5 million. BAA is investing the equivalent of nearly £1 million a week in Scotland to meet demand and provide world-class airport facilities and services. >
Edinburgh Airport is the fifth largest airport in the UK (after Heathrow, Gatwick, Stansted and Manchester) and the only top ten airport to register growth in 2009. It is the principal gateway to Scotland and receives more overseas visitors than any other UK city bar London.
>
Over nine million passengers travelled through the airport in 2009. That is an average of 24,600 passengers a day at an average 311 flights per day.
>
As of September 2010, the number of routes operated from Edinburgh airport was 125.
Passengers travelling from or to Scotland in 2010/11 Domestic route map
Investment and economic contribution
International route map
9
>
In last 10 years: Over £260million
>
In next 10 years: Over £240million
>
Employs: 2,500 (400 are BAA Edinburgh employees)
>
In 2006 passenger numbers were projected to grow from 8.5 million per annum to between 12 million and 13.7 million per annum by 2013.
Business opportunities: Tourism in Edinburgh – Key Figures
>2 Transportation Rail Stations Edinburgh rail passengers Station
2007 – 2008
2008 – 2009
% change
Edinburgh Waverley
16,169,294
19,604,398
+21.2%
Haymarket
1,607,354
1,844,792
+14.8%
Other Edinburgh stations
1,635,484
1,790,652
+9.5%
Total
19,412,132
23,239,842
+19.7%
Source: Office of Rail Regulation
Waverley Station is undergoing a £130 million station refurbishment to improve the visitor experience. The Renewal Programme will modernise facilities while preserving the station’s rich heritage: >
Replacement of the station roof with strengthened glass to enhance light
>
New Market Street entrance, increasing accessibility
>
Refurbishment of station concourse, main building exterior and selected platforms
>
Redevelopment of Waverley Steps, which are used by around 5 million people every year
Passenger growth The number of airport passengers grew by 12% between 2004 and 2010. The number of rail passengers grew by 19% between 2004 and 2010. Day visitors are most likely to arrive by train, and according to the Edinburgh Visitor Survey rail travel is growing in popularity with all visitors (29% of visitors in 2009/10). 25
Rail station passenger volumes
20
22,000
15
21,000 20,000
10
19,000
5
18,000 0
2004
2010
Annual airport passenger volume (millions)
17,000 16,000
2004
2005
2006
2007
2008
Annual rail station passenger volume (millions)
Bus Travel Lothian Buses Lothian Buses travels 24 million miles per year.
Edinburgh Bus Tours Edinburgh Bus Tours travels 400,000 miles per year. >
Edinburgh Bus Tours is the third most visited paid attraction in Scotland carrying over ½ million passengers per year.
>
Comprises of a fleet of 58 tour buses (22 of which are semi open-top) in four different brands – City Sightseeing, Edinburgh Tour, MacTours, Majestic Tour.
Airlink >
The new fleet of top of the range Airlink buses offer a whole host great features including free Wi-Fi, mood enhancing LED lighting, electric power points for passengers to plug in lap tops or phones, CCTV cameras.
>
28.7% of Edinburgh Airport passengers travel to the airport by Airlink or public bus.
>
The new free Wifi on Airlink has been used over 65,000 times with 40k unique users logged on for an average of 21 minutes.
10
Business opportunities: Tourism in Edinburgh â&#x20AC;&#x201C; Key Figures
>2 Transportation I Origin of Passengers Sources: Tourism in Eastern Scotland 2009 by VisitScotland, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research
Origin Origin of visitors to Edinburgh 2009/10
Overseas
55%
England
34%
Scotland
8%
Wales
1%
Northern Ireland 1%
Overseas >
Figures from the Edinburgh Visitor Survey tell us that 55% of visitors to Edinburgh are from overseas. This is very high compared to the national figure of 17%.
>
The concentration of overseas visitors is slightly higher in the youngest age group i.e. 58% of those aged 16 â&#x20AC;&#x201C; 34.
>
The biggest overseas market is the USA (18%).
Domestic >
Visitors from England account for 34% of all visitors. They are slightly older than the average visitor i.e. 37% of all visitors aged 55+ were from England.
>
Young visitors from London are increasing in numbers, and they account for 23% of all visitors from England.
>
Only 8% of all visitors to Edinburgh are from Scotland, but they do account for a significant 59% of day visitors.
UK visitors by country of residence 2009 Visitors from England are the most common UK visitors to Edinburgh (around two in three) and also generate the highest expenditure (three quarters of UK spend).
Trips
Edinburgh
Scotland
England
1,455,200
5,980,800
Scotland
556,400
5,856,200
Northern Ireland
85,600
373,800
Wales
42,800
249,200
2.14
12.46
Total UK (millions)
Overseas visitors by country of residence 2009 Visitors from the USA are the most common overseas visitors.
Trips
Edinburgh USA Germany Ireland France Spain Italy Australia Netherlands Canada Rest of the World Total (millions)
204,800 140,800 128,000 102,400 89,600 89,600 64,000 64,000 51,200 358,400 1.28
Scotland 355,600 228,600 203,200 279,400 177,800 101,600 101,600 152,400 101,600 838,200 2.54
11
Business opportunities: Tourism in Edinburgh – Key Figures
>3 Accommodation I Supply Sources: Edinburgh and the Lothians Tourism Accommodation Audit, September 2006 by Tourism Resources Company, City of Edinburgh Hotel Development Schedule 2009, The City of Edinburgh Council, February 2010, Edinburgh and the Lothians Hotel Supply Monitoring, November 2008 by Tourism Resources Company
Supply by accommodation type and sector in Edinburgh An increase in the provision of accommodation in Edinburgh has contributed to the overall rise in visitor numbers.
Number of establishments (as at September 2007) Category
Number of Establishments
% Sector Mix
% Overall Mix
Difference 2007 – 2005
Hotel
115
61.5
46.7
5
Small hotel
47
25.1
19.1
0
Inn
9
4.8
3.7
-1
Lodge
13
7.0
5.3
0
Restaurant with Rooms
3
1.6
1.2
0
Sub-Totals
187
100
76
4
Serviced Apartment
27
45.8
11
2
Hostel
24
40.7
9.8
0
Exclusive Use
8
13.6
3.3
2
Sub-Totals
59
100
24
4
100
8
TOTALS
246
Supply by number of rooms in Edinburgh Figures from 2008 identify 10,224 serviced sector rooms in Edinburgh, of which over two thirds (8,226) are hotel rooms. An additional 699 serviced rooms were built between 2005 and 2008, an increase of 6.8%.
Number of rooms in Edinburgh and Lothians 2008 Category Hotel Small Hotel Inn
Total Rooms
% Mix of Sector
% of Overall Rooms Mix
Difference 2008 – 2005
8,226
80.5
67.8
614
666
6.5
5.5
30
142
1.4
1.2
6
1,167
11.4
9.6
49
23
0.2
0.2
0
10,224
100
84.3
699
Serviced Apartment
947
49.7
7.8
313
Hostel
788
41.4
6.5
314
Exclusive Use
170
8.9
1.4
89
1,905
100
15.7
716
100
1,415
Lodge Restaurant with Rooms Sub-Totals
Sub-Totals TOTALS
12,129
Hotels by category in Edinburgh There is a higher proportion of 4 and 5 star accommodation in Edinburgh than in other Scottish cities, and a total of 364 of the 917 completions and developments in 2009 were in the 4 and 5 star category.
12
Business opportunities: Tourism in Edinburgh – Key Figures
>3 Accommodation University residences The campus sector is extremely important to Edinburgh in terms of supply. For example, Pollock Halls has the largest single supply of serviced beds in Edinburgh. Campus
Number of rooms term time
Number of rooms non-term time
Notes
165
900+
0
548 (May to Sept)
200 and 35 serviced apartments
2,000 and 400 serviced apartments (June to Sept)
VisitScotland rating of 2 star campus Several meeting and event venues also available Accommodation available at several locations around city
Heriot Watt University Edinburgh Napier University Edinburgh University
Sources: www.hw.ac.uk/catering/visitoracc.htm, www.meetingvenuesuk.com/venues/4/edinburgh-napier-university, www.edinburghfirst.co.uk/for-accommodation, 2011
Serviced apartments Serviced apartments are growing in number and popularity. At the end of 2010 there were 12 serviced apartment providers listed on www.visitscotland.com. In December 2010, the top four listed hotels on TripAdvisor, www.tripadvisor.com, were all serviced apartments. 2009
Chain hotels and independent hotels
Operator
Operators such as Premier Inn, Holiday Inn, Apex Hotels and Travelodge have expanded in Edinburgh over the past decade, and comprise a significant proportion of the total hotel stock. These four chains operate over 2,700 rooms in Edinburgh out of approximately 7,500 comparable hotel rooms.
Total rooms
Holiday Inn/Holiday Inn Express
802
Travelodge
757
Premier Inn
607
Apex Hotels
538
Hotel developments – recent activity > >
> > > >
Apex Hotels opened a 187 room hotel on Waterloo Place, restoring the building to its original use when first built in 1822. Travelodge plans to increase its presence to nine hotels and 900 rooms. Edinburgh will then have the third highest number of Travelodges in the UK, after London (21) and Birmingham (13). They intend to be operating over 1,000 rooms in Edinburgh by 2012. A new Express by Holiday Inn opened in 2009 at the bottom of the Cowgate. The Italian fashion company Missoni opened its first hotel in Edinburgh, a 136 room five-star development on Lawnmarket. Edinburgh’s first easyHotel with 29 rooms opened in 2010 on Princes Street. Consent has been granted for a 221 room hotel on the Cowgate fire site, operated by Hoxton Urban Lodge.
The hotel sector in Edinburgh continues to display significant growth. Although it has not escaped the effects of the recession, it does appear to be more resilient than most other commercial property sectors. There was planning consent for a record number of rooms at the end of 2009.
Hotel development trends 2001 – 2009 3000
Completions
2500
Under construction 2000
Consents
1500 1000 500 0
2001
2002
2003
2004
2005
2006
2007
13
2008
2009
Business opportunities: Tourism in Edinburgh – Key Figures
>3 Accommodation I Hotel Performance Sources: City of Edinburgh Hotel Development Schedule 2009, The City of Edinburgh Council, February 2010, Edinburgh by Numbers 2010/2011 by The City of Edinburgh Council, Edinburgh Hotels, Strategy & Research Team, The City of Edinburgh Council, Edinburgh’s Response to 2012 – Going for Gold, ECB – ETAG Seminar, October 2010, Tourism in Eastern Scotland 2009 by VisitScotland, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research, The Hotel Price Index, Review of Global Hotel Prices: Summer 2010 by Hotels.com
Edinburgh tourism activity continues to grow and shows positive results in comparison to many other cities in the UK. In 2009 Edinburgh accommodation occupancy levels grew by 2.1% to 77.9%, compared to a UK average decline of 4.8%. This places Edinburgh second only to London. The average duration of overnight visits has decreased with an increasing proportion of visitors on short breaks of 1 to 3 nights. An increasing proportion of visitors are using budget and moderate quality hotels and hostels.
Yield The accommodation sector has not been immune to the financial downturn. Room yields fell in 2009, reflecting price reductions made to maintain occupancy rates. However, the yield of £69.79 achieved in 2009 was still second only to London’s £102.76. It was also 28% higher than the Scottish average. In 2010, the average room rate increased by nearly 5% on the 2009 rate.
Average room rate and Revenue per available room
Average hotel room prices
Average Room Rate (£) Revenue PAR (£)
100
City
80 60 40 20 10 0 2003
2004
2005
2006
2007
Average price per room per night Q2 2010
Average price per room per night Q2 2009
% change year on year
Edinburgh
£98
£91
8%
Stirling
£76
£82
-6%
Aberdeen
£75
£78
-5%
Inverness
£73
£66
11%
Glasgow
£70
£72
-3%
Dundee
£68
£65
5%
London
£110
£100
9%
Dublin
£68
£75
-9%
Paris
£118
£108
9%
2008
Source: PKF, Hotel Consultancy Services
Hotel prices in Edinburgh showed a growth of 8% in Q2 2010, which was supported by events including The Edinburgh Marathon, IRB Edinburgh Sevens and The Royal Highland Show.
Average room prices by star rating City
Average price of 2 star room per night
Average price of 3 star room per night
Average price of 4 star room per night
Average price of 5 star room per night
Edinburgh
£69
£85
£101
`£154
London
£61
£83
£121
£207
Dublin
£49
£59
£72
£129
Rankings of hotel costs in comparative cities (lower rating = lower cost) In a cost study of six individual hotels (ranging from 3 star to 5 star) in ten different cities, Edinburgh came out on top in terms of value. City
5 star hotel
4 star hotel
4 star hotel
4 star hotel
4 star hotel
3 star hotel
Rating 1= lowest cost
Barcelona (Euro) Inc. breakfast & VAT
4
9
7
7
6
2
5
Brussels (Euro) Inc. breakfast & VAT
5
6
3
10
7
8
Edinburgh (£ Sterling) Inc. breakfast & VAT
6
1
2
3
2
1
1
Geneva (CHF) Inc. breakfast & VAT
9
11
11
8
12
12
12
Glasgow (£ Sterling) Inc. breakfast & VAT
3
3
1
4
5
9
3
Hong Kong (HK$) Inc. breakfast +10% service 8
13
5
1
1
10
8
New York (USD$) Inc. breakfast & taxes
12
12
13
13
11
13
13
Paris (Euro) Inc. breakfast & VAT
11
7
10
12
10
7
9
Singapore (S$) Exc. GST, service, breakfast
1
4
6
5
4
6
4
Vienna (Euro) Inc. breakfast & VAT
10
8
8
11
9
11
10
14
Business opportunities: Tourism in Edinburgh – Key Figures
>3 Accommodation Occupancy Edinburgh had the second highest hotel occupancy of any city in Europe in the year to September 2009, according to figures published by Deloitte. In that year room occupancy was 77.9%, which was 5.5% above the Scotland average. Edinburgh hotels recorded occupancy levels in excess of 90% from June to August 2010. The average occupancy for August 2010 was 93%, which was a 2% increase on August 2009.
80.0% 79.0%
Annual hotel occupancy
78.0% 77.0% 76.0% 75.0% 74.0% 2003
2004
2005
2006
2007
2008
Occupancy and revenue December 2009 to November 2010 Month
Room Occupancy
Sleeper Occupancy
ARR
RevPAR
Dec 09
68%
52%
£80.59
£54.97
Jan 10
55%
38%
£68.54
£37.52
Feb 10
67%
49%
£75.88
£50.61
Mar 10
74%
51%
£76.16
£56.24
Apr 10
75%
57%
£74.24
£55.36
May 10
87%
65%
£85.35
£74.51
Jun 10
91%
66%
£90.66
£82.45
Jul 10
92%
72%
£94.32
£86.53
Aug 10
93%
74%
£120.94
£112.14
Sep 10
92%
66%
£87.12
£80.28
Oct 10
86%
65%
£81.97
£70.82
Nov 10
74%
52%
£79.30
£58.73
Edinburgh Average Figures Dec 2009 to Nov 2010 80%
59%
£86.16
£68.43
Note: Based on an average monthly sample of 4,964 rooms across 44 hotels in the Edinburgh LJ Forecaster wholly owned and operated by Lynn Jones Research Limited. LJ Forecaster is a continuous past and future performance online benchmarking tool used by hotels in destinations across the UK, reporting on achieved occupancy and revenue performance in the last month and, uniquely, forward booking levels over the next 12 months.
Seasonal accommodation occupancy 2009, Edinburgh and Lothians Hotel Room Occupancy (%)
Guesthouse/B&B Room Occupancy (%)
Self-Catering Unit Occupancy (%)
Jan
53
15
51
21
-
Feb
66
43
53
29
-
Mar
68
41
45
31
-
Apr
74
53
48
52
39
May
63
53
65
63
38
Jun
83
70
56
57
37
Jul
84
72
61
65
67
Aug
89
90
88
73
68
Sep
85
61
51
54
33
Oct
77
34
52
43
-
Nov
72
32
59
23
-
Dec
64
29
52
24
-
Average for region
73
49
57
-
47
Annual average for all Scotland
64
48
52
45
45
15
Hotel Bed Caravan & Camping Occupancy (%) Pitch Occupancy (Scotland) (%) (Edinburgh)
Business opportunities: Tourism in Edinburgh – Key Figures
>4 Leisure and Culture I Leisure Sources: Edinburgh Visitor Survey 2009/10 by Lynn Jones Research, Visitor Attraction Monitor 2009 According to the Edinburgh Visitor Survey nearly 70% of all visitors indicated that the main reason for visiting was for a leisure trip or holiday. In 2009/10 the sales of the tourist smart card ‘Edinburgh Pass’ grew by a third on 2008/09 to 12,500 sales. Visits to the Princes Street visitor information centre declined by 1.1% from 2008/09 to 2009/10 to 406,673 – attributed to the rise in use of internet and mobile phone apps. 13% of all visitors come to attend a specific event, such as a festival, sporting event or personal occasion. This is higher for domestic visitors at 17%. Sporting event Edinburgh Fringe Festival Birthday celebration Military Tattoo Wedding / wedding anniversary Edinburgh’s Hogmanay Celebrations University visit / open day / graduation Theatre visit Girl guides centenary celebrations Christmas visit / to see the German market Stag / Hen do Other
Visitors who came for a specific event/occasion
Type of visit Day Stay Sporting event Edinburgh Fringe Festival Birthday celebration Military Tattoo Wedding / wedding anniversary Edinburgh's Hogmanay Celebrations University visit / open day / graduation Theatre visit Girl guides centenary celebrations Xmas visit / see the German market Stag / Hen do Other
0 20% 10% 0 10% 0 10% 5% 0 5% 0 40%
19% 11% 11% 10% 9% 8% 4% 3% 2% 2% 2% 19%
16 – 34
Age 35 – 54
55+
Scot
UK
Origin EU 27
N.A.
Other
17% 8% 11% 3% 9% 17% 8% 2% 2% 3% 5% 17%
20% 16% 15% 14% 5% 4% 1% 0 4% 1% 0 21%
22% 6% 6% 14% 16% 2% 4% 10% 0 0 0 20%
4% 13% 13% 0 4% 0 4% 13% 0 8% 0 42%
22% 12% 15% 6% 10% 8% 3% 3% 4% 1% 3% 14%
31% 6% 6% 16% 9% 3% 9% 0 0 0 0 19%
7% 7% 0 36% 21% 7% 7% 0 0 0 0 14%
13% 13% 0 19% 0 25% 0 0 0 0 0 31%
22% 10% 11% 11% 9% 9% 3% 3% 2% 1% 2% 17%
I Attractions Sources: Visitor Attraction Monitor 2009, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research Edinburgh Castle was the fourth most popular paid visitor attraction in the UK in 2008, and received nearly 1.2 million visitors in 2009. 95% of leisure visitors went to at least one free or paid attraction whilst in the city. Edinburgh Castle was visited by 79% of leisure visitors. St Giles was the second most popular attraction (35%) and continues to show a growth in popularity. Over four million tickets are sold for performing arts events in Edinburgh every year. Top 20 Attractions in Edinburgh and Lothians Attraction Edinburgh Castle The National Gallery St Giles’ Cathedral Edinburgh Zoo National Museum of Scotland Edinburgh Bus Tours National War Museum John Muir Country Park, Dunbar Our Dynamic Earth Scottish Seabird Centre, North Berwick Royal Yacht Britannia Museum of Childhood Scotch Whisky Heritage Centre Fruitmarket Gallery The Real Mary King’s Close Vogrie Country Park, Gorebridge Scottish National Gallery of Modern Art Rosslyn Chapel, Roslin Almond Valley Heritage Centre, Livingston Dean Gallery
Visitor numbers 2008
2009 1,196,481 890,361 653,864 636,867 589,621 531,352 494,213 435,000 298,287 291,474 258,388 247,454 238,542 177,600 175,025 170,000 169,439 138,849 118,649 105,536
1,128,394 842,958 536,747 661,946 614,894 517,793 474,133 420,000 298,288 279,166 255,806 218,011 220,132 199,126 180,279 250,000 184,954 131,312 100,166 109,509
16
%09/08 +6.0 +5.6 +21.8 -3.8 -4.1 +2.6 +4.2 +3.6 -0.0 +4.4 +1.0 +13.5 +8.4 -10.8 -2.9 -32.0 -8.4 +5.7 +18.5 -3.6
Business opportunities: Tourism in Edinburgh – Key Figures
>4 Leisure and Culture Edinburgh and Lothians Attraction Visits 2009 Edinburgh and Lothians accounted for 12% of Scotland’s attractions and 21.9% of Scotland’s attraction visits in 2009.
Number of visitors, Edinburgh and Lothians
Origin of Attraction visitors, Edinburgh and Lothians
Visits 2009
% of visitors
5,060,056
Overseas
28.4
Paid Admission
4,818,306
Locals/ day trippers
51.8
Domestic
19.9
Visitor numbers to Attractions in Edinburgh and Lothians
Proportion of Visits
Free admission
60 50 40 30 20 10 0
I Festivals
Jan – Mar
Apr – Jun
Jul – Sep
Oct – Dec Quarters 2009
Sources: Edinburgh by Numbers 2010/2011 by The City of Edinburgh Council, Thundering Hooves – Maintaining The Global Competitive Edge of Edinburgh's Festivals, 2006
Edinburgh’s year-round programme of festivals attracts over four million attendees annually, with the Edinburgh Festival Fringe selling an unprecedented 1.9 million tickets in 2009. Edinburgh Festival attendance 2009 Festival
Attendance
Dates
Ceilidh Culture
3,500
27 Mar – 18 Apr
Edinburgh International Science Festival
68,000
4 – 18 Apr
Beltane Fire Festival
11,000
30 Apr
Bank of Scotland Imaginate Festival
9,681
10 – 16 May
Edinburgh International Film Festival
47,100
17 – 28 Jun
The Gathering
47,000
25 Jul
Edinburgh International Jazz and Blues Festival
48,150
31 Jul – 9 Aug
528,000
4 Aug – 1 Sep
1,859,235
5 – 31 Aug
Edinburgh Art Festival Edinburgh Festival Fringe Edinburgh Mela
21,020
7 – 9 Aug
Festival of Politics
60,000
7 – 22 Aug
Royal Edinburgh Military Tattoo
217,275
7 – 29 Aug
Edinburgh Festival Cavalcade
75,000
9 Aug
Festival of Spirituality and Peace
20,000
9 – 30 Aug
Edinburgh Interactive Festival
4,000
10 – 16 Aug
Edinburgh International Festival
398,769
14 Aug – 6 Sep
Edinburgh International Book Festival
214,000
15 – 31 Aug
MediaGuardian Edinburgh International Television Festival
1,563
28 – 30 Aug
Scottish International Storytelling Festival
16,500
22 – 31 Oct
Edinburgh’s Christmas
552,458
26 Nov – 4 Jan
200,000
31 Dec
Edinburgh’s Hogmanay Total
4,402,251
Source: City of Edinburgh Council, Edinburgh Festivals Survey
>
Edinburgh's Hogmanay celebrations are recognised as the best in the world.
>
The first Edinburgh Military Tattoo took place in 1950 with only eight items in the programme. The annual audience is around 217,000 and around 100 million people view it each year on international television.
>
Edinburgh’s twelve Festivals contribute over £184 million to the Scottish economy. 17
Business opportunities: Tourism in Edinburgh – Key Figures
>5 Business Travel Sources: Edinburgh and the Lothians Tourism Accommodation Audit, September 2006 by Tourism Resources Company, Report for VisitBritain: Research into UK competitiveness in pricing for conventions by The Right Solution Ltd May 2009, ECB Statistics, 19th Oct 2010, The British Meetings and Events Industry Survey 2010 sponsored by SECC and others, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research.
I Economic Effects Business tourism is currently worth more than £300 million per year to Edinburgh City. Edinburgh Convention Bureau (ECB) achieved an economic benefit of £74.2 million during 2009/10 as a result of conferences confirmed or influenced by them. A target has been set to increase this total to £75.7 million for 2010/11; a 2% increase year on year.
I Duration and Numbers The average length of an international association conference is 3 days and 2 nights. The number of bednights confirmed by ECB during 2009/10 = 140,553. In 2007 – 2008, ECB attracted 162 conferences and 65,000 delegates to the capital.
I Behaviours Travel According to the Edinburgh Visitor Survey just over three quarters of congress visitors arrived in Edinburgh by plane. Over half had not been able to take a direct flight; 80% had one connecting flight.
Activities 54% of these visitors undertook independently organised social activities as well as those arranged by congress organisers. Nearly a quarter only undertook activities that they organised themselves. 56% were accompanied by at least one other person on their trip, usually colleagues.
Accommodation bookings During 2009/10 the percentage breakdown of rooms booked through ECB was as follows:
2 star
7%
3 star
26%
4 star
40%
5 star
27%
I Accolades Edinburgh was rated highly as a congress destination in the Edinburgh Visitor Survey with an average score of 8.29 out of 10. Edinburgh is part of the BestCities Global Alliance, which consists of convention bureaus that deliver the world’s best service experience for meeting and event planners. Other destinations in the alliance include Cape Town, Copenhagen, Dubai, Melbourne, Singapore and Vancouver. Being an alliance member means you are regarded as having services of the highest possible standards in destination expertise, bid assistance, convention planning, building attendance and onsite event servicing. In the ICCA World Rankings Edinburgh (36th) is the most popular UK city after London (16th) for hosting international association meetings.
ICCA City Rankings 2009 World Ranking
World Ranking
Vienna
1
Stockholm
7
Barcelona
2
Amsterdam
8=
Paris
3
Lisbon
8=
Berlin
4
Beijing
10
Singapore
5
London
16
Copenhagen
6
Edinburgh
36
18
Business opportunities: Tourism in Edinburgh – Key Figures
>5 Business Travel Top 20 UK destinations used in the last 12 months London Birmingham Manchester Edinburgh Leeds Glasgow Cardiff Nottingham Newcastle Coventry Liverpool Harrogate Brighton Belfast Blackpool Aberdeen Bristol Bournemouth Oxford Cambridge York
Associations Corporate Note: Associations refers to the not-for-profit sector, including organisations such as professional and trade associations, government or public sector, educational bodies. Corporate includes representatives from the top UK companies together with those from key sectors such as pharmaceutical, retail, IT/communications, financial services, manufacturing and utilities.
0
10
20
30
40
50
60
70
80
In 2009 a VisitBritain review rated Edinburgh ‘best value’ out of ten reviewed cities within the ICCA top 100 conference destinations (including Glasgow, Brussels, Paris, Vienna, Barcelona, Singapore, Hong Kong, Geneva, and New York). Edinburgh produced a set association meeting for £25,000 less than its nearest competitor, Brussels.
Association Conference destination comparison costs (all costs in Euros) Destination
Main Convention Exhibition Venue catering Gala dinner Centre Plenary
Brussels
inc
Inc
New York
43,249
Edinburgh
inc
Hong Kong
35,649
Total
Transport
Hotels
GRAND TOTAL Overall rating
114,000
103,000
259,219 1
19,120
371,280
649,619
2
25,703
78,000
147,000
293,952 2
16,720
635,030
945,702
12
Inc
102,000
74,000
310,610 3
27,080
286,868
624,558
1
53,314
150,000
86,000
324,963 4
7,200
408,200
740,363
4
Geneva
Inc
Inc
150,000
87,000
331,024 5
14,560
543,972
889,556
11
Vienna
72,196
34,904
126,000
133,000
366,100 6
18,000
449,280
833,380
9
Glasgow
97,272
50,313
93,000
126,000
366,584 7
21,720
316,748
705,052
3
Singapore
87,616
51,376
186,000
89,000
413,992 10
9,680
338,395
762,067
6
Barcelona
81,690
37,940
189,000
106,000
414,630 11
21,120
364,468
800,218
8
Paris
109,906
66,584
147,000
*97,000
420,490 12
26,320
440,440
887,250
10
Top 3 conferences confirmed in 2009/10 by ECB (in terms of economic benefit) Conference
Some recent Edinburgh conference wins, from ECB:
Type
Date
Economic Benefit
Delegates
Winning Venue
National Association
15.6.10 – 17.6.10
£3,667,500
2,500
Edinburgh International Conference Centre (EICC)
IEEE International International Association Conference on Plasma Science – ICOPS
7.7.12 – 12.7.12
£2,786,400
1,200
EICC
Congress of International the World Association Association for Infant Mental
20.6.14 – 25.6.14
£2,620,800
1,200
EICC
TSI Consumer Affairs and Trading Standards Conference & Exhibition
Health – WAIMH
19
> International Congress on Hormonal Steroids & Hormones and Cancer, September 2010, 400 delegates > European Federation of Oral Surgeon Societies, September 2010, 500 delegates > Women Walking with God, March 2011, 1,200 delegates > National Association of Pension Funds, March 2011, 800 delegates > 11th International Symposium on Antarctic Earth Sciences, July 2011, 600 delegates > International Zebra Fish Conference, July 2011, 600 – 800 delegates > World Association of Girl Guides and Girl Scouts, August 2011, 650 delegates > International Congress of the European Hernia Society, November 2011, 1,500 delegates > World Congress on Brain Injury, March 2012, 700 delegates > International Primary Care Respiratory Group, April 2012, 1,000 delegates
Business opportunities: Tourism in Edinburgh – Key Figures
>6 Expenditure Sources: Tourism in Eastern Scotland 2009 by VisitScotland, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research
I Average Spend Per Day According to the Edinburgh Visitor Survey, the average visitor spend per person per day is £77.49. Those aged 35 – 54 years spend the most by age group whilst overseas visitors from outside the EU and North America have the highest spend by origin at £86.73 – over 7% more than the average overnight visitor. Overnight visitors to Edinburgh spend over 40% of their daily budget on accommodation. A quarter is spent on eating and drinking. UK visitors spend a little more on eating and drinking than overseas visitors and almost double that of visitors from Scotland. Day visitors spend nearly £19.00 on shopping compared to the overall visitor average of £13.01. They also spend more on entertainment, which includes attraction visits (£10.47 versus £7.46).
Average visitor spend per day 2010
Accommodation
£34.52
Eat & drink
£18.71
Shopping
£13.01
Entertainment
£7.46
Travel
£3.78
Expenditures by person by day 2010 All
Leisure
Congress (business)
2009 All
2008 All
Accommodation
£34.52
£32.79
£52.39
£31.34
£31.04
Eat & drink
£18.71
£18.63
£22.79
£17.93
£16.92
Shopping
£13.01
£13.46
£11.82
£13.35
£12.45
Entertainment
£7.46
£7.99
£4.71
£7.67
£8.42
Travel
£3.78
£3.77
£4.53
£4.10
£3.99
Total
£77.49
£76.64
£96.24
£74.39
£72.82
I Expenditure By Origin Total expenditure by visitors from the UK
Total expenditure by visitors from overseas
Expenditure Edinburgh Scotland England
£395m
£1,614m
Scotland
£74m
Northern Ireland
Expenditure Edinburgh Scotland USA
£79m
£233m
£876m
Germany
£48m
£137m
£37m
£192m
Ireland
£39m
£68m
Wales
£21m
£55m
France
£26m
£96m
Total UK
£526m
£2,736m
Spain
£26m
£82m
Italy
£35m
£55m
Australia
£18m
£68m
Netherlands
£18m
£55m
Canada
£13m
£55m
Rest of the World
£131m
£520m
Total
£438m
£1,369m
20
Business opportunities: Tourism in Edinburgh – Key Figures
> 7 Links and other resources Organisations Edinburgh Tourism Action Group
www.etag.org.uk
Destination Edinburgh Marketing Alliance
www.edinburghbrand.com
Tourism Intelligence Scotland
www.tourism-intelligence.co.uk
VisitScotland
www.visitscotland.org
Edinburgh Capital Group
www.edinburghcapitalgroup.co.uk
Resources Invest in Edinburgh magazine www.edinburgh-inspiringcapital.com/invest/invest_edinburgh_magazine/current_issue.aspx Economy Watch and Economic Data (CEC and DEMA) www.edinburgh-inspiringcapital.com/invest/economic_data/publications/edinburgh_economy_watch.aspx www.edinburgh-inspiringcapital.com/invest/economic_data.aspx VisitScotland eUpdates www.visitscotland.org/industry_news_and_views.aspx VisitScotland Research and Statistics www.visitscotland.org/research_and_statistics.aspx
Other resources for tourism businesses: Tourism Innovation Fund Consider applying for matched funding from Scottish Enterprise to help bring your project ideas to life. The Tourism Innovation Fund (TIF) provides matched funding of up to £30,000 and professional one-to-one advice to help deliver innovative projects to market. Support is aimed at individual or collaborative project ideas that offer a new and genuinely innovative experience, which encourages people to visit Scotland. This could be a product or a business process in a sector or service category – e.g. accommodation, attractions and activity holidays, etc. To find out more, or for information about how to apply, go to: www.scottish-enterprise.com/tourism-innovation-fund Tourism Innovation Toolkit If you or any collaborative group has a good idea that you would like to develop, Scottish Enterprise runs a tailored innovation toolkit workshop. The session, which is led by an experienced facilitator, will provide you with the tools and techniques to help you to generate new ideas and think more creatively. For more information or to book a workshop, go to www.scottish-enterprise.com/tourism-innovation and select Innovation Toolkit. This guide is based on the latest available data from a variety of sources including Edinburgh and the Lothians Hotel Supply Monitoring, November 2008 by Tourism Resources Company, Edinburgh Visitor Survey 2009/10 by Lynn Jones Research, Tourism in Eastern Scotland 2009 by VisitScotland, City of Edinburgh Hotel Development Schedule 2009 by The City of Edinburgh Council, February 2010, Edinburgh by Numbers 2010/2011 by The City of Edinburgh Council, Destination Edinburgh Marketing Alliance: A Step Change For Edinburgh compiled by Leithal Thinking. ETAG does not take any responsibility for the factual accuracy of these resources. Produced with financial support from Scottish Enterprise. Copy written, designed and produced by Tall Poppies Scotland, 2011.
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