EDINBURGH TOURISM ACTION PLAN FOR 2008 1 EDINBURGH TOURISM ACTION PLAN 2008 EDINBURGH TOURISM ACTION PLAN 2008 1 MINISTER S STATEMENT Tourism is one of Scotland s key industries and its continued success is vital to the national economy. Edinburgh is the jewel in the tourism crown and its sustained growth is vital to ensure delivery of the national ambition of 50% growth in tourism revenue by 2015. Edinburgh Tourism Action Group (ETAG) plays a key role in focusing the efforts of private and public sector alike to deliver a shared agenda. In this way ETAG provides a role model for the industry in the rest of the country. I am delighted to endorse the Edinburgh Tourism Action Group s new action plan for 2008. As Scotland s capital city, and an iconic city destination known the world over, Edinburgh s tourism products are under constant public scrutiny. It is clear that ETAG members have worked incredibly hard over recent years on a huge variety of projects, which have helped ensure that Edinburgh is able not only to stand up to this scrutiny, but regularly to exceed the expectations of the annual influx of many thousands of visitors. Nowhere is this more true than with Edinburgh s Festivals which continue to collaborate, innovate and maintain their status as world leaders. The success that ETAG has seen under the guidance of its numerous private sector project champions clearly illustrates the benefits of public/private partnership. ETAG has produced an imaginative and exciting action plan to take Edinburgh and its tourism offering into 2008. It is particularly pleasing to see a range of projects being presented here which support ETAG s four strategic options of focusing tourism growth in the city centre and waterfront and on delivering world class business tourism and events and festivals products. The holistic approach being taken by ETAG reflects best practice in destination development and once again demonstrates ETAG s ability to respond to competition and other challenges. I am pleased to have this opportunity to congratulate Edinburgh Tourism Action Group on this inspiring plan of action, and to wish the partnership all the very best in implementing these projects throughout 2008. Jim Mather Minister for Enterprise Energy and Tourism
2 EDINBURGH TOURISM ACTION PLAN 2008 EDINBURGH TOURISM ACTION PLAN 2008 2 CHAIR S FOREWORD Welcome to the Edinburgh Tourism Action Plan for 2008. This plan outlines the actions which the Edinburgh Tourism Action Group will take towards the delivery of our Framework for Growth 2007-2015. A strong, dynamic and inspiring Edinburgh is vital to enable Scotland to achieve its target of 50% revenue growth in the tourism industry by 2015. Our ambition, here in Edinburgh, is 63% revenue growth 5% per year. Our successes in the past year give us grounds for optimism. 2007 has been another record year for Edinburgh. Festival ticket sales, Edinburgh Castle visitor numbers, hotel occupancy levels, revenue levels per room, and airport passenger numbers all equalled or exceeded previous records. There are many more examples of the city s excellent performance. Indeed the latest published figures show that in 2006 Edinburgh increased its overseas visitor numbers by 19% year on year to 1.3 million. Our inspiring capital remains a destination of choice for the discerning traveller. The previous ETAG Action Plan achieved some notable successes. Examples include: an inaugural seminar between Glasgow and Edinburgh tourism businesses to identify opportunities for collaboration Edinburgh Inspiring Cuisine to promote the city as a destination for top quality food the Tourism Accommodation Audit which identified gaps in the city s provision leading to the preparation of a Hotel Development Prospectus Edinburgh Connections events in Hamburg and Munich to support new air routes to the city the ETAG Annual Conference which goes from strength to strength each year. These achievements and many others have been delivered through the strong partnership working which is at the heart of the Edinburgh Tourism Action Group. The expertise and commitment of the private sector champions supported by the public sector gives Edinburgh a winning advantage which I am proud to lead. Our commitment is to monitor and refresh this Action Plan on a regular basis. Our aim is to keep our industry sustainable and our city competitive for the benefit of all its citizens and all our welcome visitors. Barbara Smith Executive Manager of Edinburgh Castle
3 EDINBURGH TOURISM ACTION PLAN 2008 EDINBURGH TOURISM ACTION PLAN 2008 3 THE EDINBURGH TOURISM ACTION GROUP (ETAG) MEMBERS Barbara Smith Historic Scotland Simon Williams Edinburgh Principal Hotels Association David Cochrane Hospitality Industry Trust Scotland Kenneth Wardrop The City of Edinburgh Council Faith Liddell Festivals Edinburgh Richard Jeffrey Cleish.com Neil Ellis Point Hotel Ben Carter VisitScotland Sue Stuart Edinburgh Convention Bureau Susan Watson Scottish Enterprise Edinburgh and Lothian Graham Birse Edinburgh Chamber of Commerce Douglas Logan Speciality Scotland Travel Peter Williamson National Museums of Scotland Susanna Freedman Tsuko Alastair McIntosh The Scotch Whisky Experience Jackie Shuttleworth BAA Fiona Michie Scottish Enterprise Edinburgh and Lothian David Hinnrichs Edinburgh Hotel and Guest House Association Malcolm Duck Edinburgh Restaurateurs Association Raoul Barbier The City of Edinburgh Council Ian Broadfoot Edinburgh City Centre Management Company Paula McDonald Malmaison Edinburgh Pam Turnbull The City of Edinburgh Council Iain Coupar Lothian Buses
EDINBURGH TOURISM ACTION PLAN 2008 4 PROJECTS TO BE DELIVERED BY ETAG CITY CENTRE PROJECT: Princes Street OUTLINE: Influence the design of Princes Street improvements and tram design to ensure visitor needs are at the forefront of thinking 2008 TARGET: Influence agenda through regular attendance at City Centre Partnership meetings PRIVATE SECTOR CHAMPION: Ian Broadfoot, City Centre Management Company PUBLIC SECTOR SUPPORTERS: CEC/SEEL FESTIVALS AND EVENTS PROJECT: Business Engagement with Major Events/Festivals OUTLINE: Business briefing on programme of events and business benefits 2008 TARGET: Communicate Festivals and Events calendar to businesses; two business briefings per year PRIVATE SECTOR CHAMPION: Michael Apter, MD Paper Tiger PUBLIC SECTOR SUPPORTERS: SEEL/CEC PROJECT: Edinburgh Inspiring Cuisine OUTLINE: Successful development of new food tourism development project 2008 TARGET: Taste of Edinburgh Event held in city PRIVATE SECTOR CHAMPION: Martin Wishart, Restaurant Martin Wishart PUBLIC SECTOR SUPPORTERS: CEC/SEEL PROJECT: Year of Homecoming 2009 OUTLINE: Position Edinburgh at the heart of the Scottish wide Year of Homecoming 2009 2008 TARGET: Develop an action plan which will engage business throughout the city in a high quality programme of events and initiatives to maximise the impact of Year of Homecoming PRIVATE SECTOR CHAMPION: Barbara Smith, Edinburgh Castle PUBLIC SECTOR SUPPORTERS: CEC/SEEL/VS
EDINBURGH TOURISM ACTION PLAN 2008 5 PROJECTS TO BE DELIVERED BY ETAG WATERFRONT PROJECT: Waterfront Visitor Destination Plan OUTLINE: Partnership Plan to develop the Waterfront as a world class destination 2008 TARGET: Prepare Waterfront Destination Development Plan PRIVATE SECTOR CHAMPION: Lucy Parsons, Forth Ports PUBLIC SECTOR SUPPORTERS: CEC/SEEL/VS PROJECT: Waterfront Major Events and Animation OUTLINE: Enliven and energise the Waterfront through events and animation 2008 TARGET: Identification of major events programme for the Waterfront; deliver year one of animation initiative PRIVATE SECTOR CHAMPION: Paula McDonald, Malmaison Edinburgh PUBLIC SECTOR SUPPORTERS: SEEL/CEC BUSINESS TOURISM AND CONFERENCES PROJECT: Business Tourism and Talent OUTLINE: Use conferences as an inward investment tool for talent 2008 TARGET: Develop two pilot projects encouraging conference delegates to consider Edinburgh as a place to live and work PRIVATE SECTOR CHAMPION: Alan Johnston, Charles River Laboratories PUBLIC SECTOR SUPPORTERS: SEEL/CEC PROJECT: Business Tourism Infrastructure OUTLINE: Develop and improve infrastructure to enable the city to retain its competitive position 2008 TARGET: Carry out audit of business tourism infrastructure and prepare prioritised and costed action plan PRIVATE SECTOR CHAMPION: Sue Stuart, Edinburgh Convention Bureau PUBLIC SECTOR SUPPORTERS: CEC/SEEL/VS PROJECT: Business Tourism Profile OUTLINE: Improve Edinburgh s competitive position in International Association Market 2008 TARGET: Attract one association to establish its HQ in the city, thereby increasing Edinburgh's profile as a destination for business visitors and investment PRIVATE SECTOR CHAMPION: Sue Stuart, Edinburgh Convention Bureau PUBLIC SECTOR SUPPORTERS: SEEL/CEC
EDINBURGH TOURISM ACTION PLAN 2008 6 PROJECTS TO BE DELIVERED BY ETAG CITY PROMOTION PROJECT: Destination Edinburgh OUTLINE: Review options for how Edinburgh can best promote itself as an international destination for visitors, investment, and talent 2008 TARGET: Review options and prepare business model for preferred option PRIVATE SECTOR CHAMPION: Richard Jeffrey, Cleish.com PUBLIC SECTOR SUPPORTERS: CEC/SEEL/VS PROJECT: Information Provision OUTLINE: Explore new ways of using technology to provide information to visitors 2008 TARGET: Edinburgh participation in information pilots (e.g. Podcasts, mobile phone, PDA) PRIVATE SECTOR CHAMPION: Andrew Jacques, Apex Hotels PUBLIC SECTOR SUPPORTERS: VS/SEEL PROJECT: Collaborative Marketing Campaigns OUTLINE: Industry participation in national and international marketing campaigns (e.g. VisitScotland European Cities campaign, trade shows) 2008 TARGET: One successful application for Challenge Funding PRIVATE SECTOR CHAMPION: Alastair McIntosh, Scotch Whisky Experience PUBLIC SECTOR SUPPORTER: VS PROJECT: Route Development Support OUTLINE: Reinforce and complement national route development activity with local activity 2008 TARGET: Host seminar for Edinburgh businesses to create awareness of new routes PRIVATE SECTOR CHAMPION: Hugh Aitken, BAA PUBLIC SECTOR SUPPORTERS: CEC/VS/SEEL
EDINBURGH TOURISM ACTION PLAN 2008 7 PROJECTS TO BE DELIVERED BY ETAG CITY PROMOTION PROJECT: Market Intelligence OUTLINE: Better shared resource through Tourism Research Network and from public sector commissioned work 2008 TARGET: One new business idea developed from market intelligence PRIVATE SECTOR CHAMPION: Jennifer Medcalf, Tall Poppies Scotland PUBLIC SECTOR SUPPORTERS: VS/SEEL/CEC PROJECT: Edinburgh Inspiring Capital Brand OUTLINE: Increase use of brand messages in industry marketing 2008 TARGET: Launch of Edinburgh Inspiring Capital Brand Website PRIVATE SECTOR CHAMPION: Gordon Drummond, Harvey Nichols PUBLIC SECTOR SUPPORTERS: CEC/VS/SEEL TOURISM WORKFORCE PROJECT: Skills Supply and Demand Study OUTLINE: Preparation of focussed industry led skills action plan 2008 TARGET: Facilitated meeting held with industry and action plan in place PRIVATE SECTOR CHAMPION: Roger Horam, Edinburgh Chamber of Commerce PUBLIC SECTOR SUPPORTERS: SEEL/CEC PROJECT: Learning Journey Passports OUTLINE: Utilising the passport, develop an induction for frontline staff to enable them to have a greater local knowledge and encourage collaboration between organisations 2008 TARGET: 20 city centre establishments to undergo passport training PRIVATE SECTOR CHAMPION: Paul O Donohue, Smart City Hostels PUBLIC SECTOR SUPPORTERS: SEEL/CEC
EDINBURGH TOURISM ACTION PLAN 2008 8 PROJECTS TO BE DELIVERED BY ETAG SUSTAINABILITY PROJECT: Sustainable Urban Tourism Strategy OUTLINE: Action Plan to ensure Edinburgh takes a pro-active approach to sustainability issues 2008 TARGET: Develop Sustainable Urban Tourism Strategy by end 2008 PRIVATE SECTOR CHAMPION: Robin Worsnop, Rabbies Travel PUBLIC SECTOR SUPPORTERS: VS/CEC/SEEL PROJECT: Tourism is Everyone s Business OUTLINE: Using PR and press to ensure local support for the industry 2008 TARGET: Create and publish a series of positive press articles on tourism in Edinburgh PRIVATE SECTOR CHAMPIONS: Jackie Shuttleworth/George Kerevan (BAA/Scotsman Publications) PUBLIC SECTOR SUPPORTERS: CEC/VS PROJECT: Innovative Forms of Funding OUTLINE: Inform and contribute to industry debate on additional forms of funding 2008 TARGET: Articulate benefits of levy based funding with case study examples PRIVATE SECTOR CHAMPION: Simon Williams, Edinburgh Principal Hoteliers Association PUBLIC SECTOR SUPPORTERS: CEC/SEEL PROJECT: Keep Edinburgh Clean OUTLINE: Recognise the importance of a clean city to the visitor experience by supporting the Keep Edinburgh Clean campaign 2008 TARGET: Increase the number of tourism sector businesses with a minimum silver standard award by 10% PRIVATE SECTOR CHAMPION: Amanda Alabaster PUBLIC SECTOR SUPPORTER: CEC
EDINBURGH TOURISM ACTION PLAN 2008 9 PROJECTS TO BE DELIVERED BY ETAG COLLABORATION PROJECT: Dragons Den OUTLINE: To embed the culture of partnership working with Glasgow in the next generation of tourism leaders 2008 TARGET: Run Dragons Den style event for future tourism leaders to identify ideas for increased collaboration between Edinburgh and Glasgow tourism businesses PRIVATE SECTOR CHAMPION: Jim Sinclair, The Townhouse Company PUBLIC SECTOR SUPPORTERS: SEEL/CEC/VS PROJECT: Sharing Ideas OUTLINE: To communicate benefits of collaborative working between businesses in the city 2008 TARGET: Hold an event for collaborative groupings (eg Luxury Edinburgh and Castlehill Christmas) to share best practice PRIVATE SECTOR CHAMPION: Sue Finlay, Luxury Edinburgh PUBLIC SECTOR SUPPORTERS: SEEL/CEC/VS PROJECT: ETAG Conference 2008 OUTLINE: Conference communicating best practice in destination development 2008 TARGET: Conference attracts at least 150 delegates PRIVATE SECTOR CHAMPION: Neil Ellis, The Point Hotel PUBLIC SECTOR SUPPORTERS: CEC/SEEL/VS
EDINBURGH TOURISM ACTION PLAN 2008 10 PROJECTS TO BE DELIVERED BY PARTNER AGENCIES, ENDORSED BY ETAG CITY CENTRE PROJECT: Capital Streets OUTLINE: On site start on St Andrews Square and Grassmarket projects PROJECT: City Dressing OUTLINE: Completion of City Dressing Study. Implementation of pilot project. PROJECT: Capital Signs/Navigator Scheme OUTLINE: Final implementation of the strategy PUBLIC SECTOR CHAMPION: CEC PROJECT: Scottish National Photography Centre OUTLINE: Ensure development of a Scottish National Photography Centre complements the city centre plans PUBLIC SECTOR CHAMPION: CEC FESTIVALS AND EVENTS PROJECT: Festivals Online Ticketing Portal OUTLINE: Develop innovative new portal to market and sell Festival and venue tickets PROJECT: Edinburgh Venue Investment Study OUTLINE: Review supply and demand of cultural venue infrastructure and prioritise investment plan PROJECT: Usher Hall OUTLINE: Deliver major improvements to internal and external space of Usher Hall with associated world class skills and customer care innovations
EDINBURGH TOURISM ACTION PLAN 2008 11 PROJECTS TO BE DELIVERED BY PARTNER AGENCIES, ENDORSED BY ETAG FESTIVALS AND EVENTS PROJECT: Ross Theatre OUTLINE: Undertake detailed planning for new events facility in Princes Street Gardens PROJECT: Thundering Hooves Action Plan Implementation OUTLINE: Implementation of Phase One of Thundering Hooves Action Plan /VS PROJECT: Edinburgh Events Strategy OUTLINE: Implementation of Edinburgh Events Strategy including delivery of one major event every year WATERFRONT PROJECT: Cruise Liner Terminal OUTLINE: Complete feasibility study and market assessment PUBLIC SECTOR CHAMPIONS: SEEL/CEC/VS BUSINESS TOURISM AND CONFERENCES PROJECT: EICC Development OUTLINE: Provide additional function space PUBLIC SECTOR CHAMPIONS: SEEL/CEC/VS CITY PROMOTION PROJECT: Edinburgh Pass OUTLINE: Sales of Edinburgh Pass to encourage first time visitors/enhance experience. Promote new child card PUBLIC SECTOR CHAMPIONS: VS/CEC
EDINBURGH TOURISM ACTION PLAN 2008 12 PROJECTS TO BE DELIVERED BY PARTNER AGENCIES, ENDORSED BY ETAG CITY PROMOTION PROJECT: Encourage and support prospective developers OUTLINE: Publish 'hotel development prospectus' to help attract development required to increase bed capacity PUBLIC SECTOR CHAMPIONS: SEEL/CEC PROJECT: Edinburgh as a Film Destination OUTLINE: Promote Edinburgh as a place to shoot film and TV, resulting in images which promote the city for inward investment PUBLIC SECTOR CHAMPIONS: CEC/VS TRANSPORT PROJECT: Development of sustainable transport into and around city OUTLINE: Maintain industry support for the tram during construction phase PUBLIC SECTOR CHAMPIONS: CEC/VS PROJECT: Development of sustainable transport into and around city OUTLINE: Ensure buses are visitor friendly PUBLIC SECTOR CHAMPION: CEC TOURISM WORKFORCE PROJECT: 100K Welcomes OUTLINE: Roll out of 100K Welcomes to Edinburgh businesses highest level of take up in Scotland PUBLIC SECTOR CHAMPION: SEEL
EDINBURGH TOURISM ACTION PLAN 2008 13 PROJECTS TO BE DELIVERED BY PARTNER AGENCIES, ENDORSED BY ETAG SUSTAINABILITY PROJECT: Green Tourism Business Scheme OUTLINE: Increase number of Edinburgh businesses in the Green Tourism Business Scheme PUBLIC SECTOR CHAMPIONS: VS/CEC/SEEL PROJECT: Spreading the visitor load OUTLINE: Develop packages and marketing materials to promote visits to the city during quieter months of January to March PUBLIC SECTOR CHAMPION: VS PROJECT: Promote Edinburgh as a walking city OUTLINE: Use new Tourism Innovation Group Walking guide to promote Edinburgh as a great city to walk in PUBLIC SECTOR CHAMPIONS: VS/CEC