tourism in edinburgh

Key Figures

Tourism in Edinburgh

TOURISM IN EDINBURGH – KEY FIGURES

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CONTENTS

Page no

Welcome 3

Edinburgh’s visitor profile 6

Edinburgh transport 14 connections

Accommodation 18

Leisure and 24 cultural tourism

Business tourism 30

Edinburgh context 32

2-3 TOURISM IN EDINBURGH – KEY FIGURES SECTION 1

WELCOME

This booklet provides a summary of Edinburgh’s tourism sector. It has been created for all the stakeholders in the tourism industry including tourism businesses, groups representing tourism organisations, public sector agencies and potential investors in the city.

Welcome to the third edition of Tourism in Edinburgh – Key Figures, published by the Edinburgh Tourism Action Group (ETAG).

OF SERVICES TO STAYING VISITORS, WHICH SUPPORTS AROUND 30,000 JOBS

THE CITY SELLS

£1.3 BILLION

Tourism is one of Edinburgh’s success stories. The city sells £1.3 billion of services to staying visitors, which supports around 30,000 jobs, and pays wages and salaries of around £400 million, per year in 2015. Over the last five years, visitor spending has increased by 30% from £1.0 billion in 2010 to £1.3 billion. Tourism partners aim to increase visitor spend to £1.5 billion by 2020.

As well as creating wealth for tourism businesses and wealth for the city, the sector also provides employment opportunities and enhances the cultural offer and quality of life for the city’s residents.


ABOUT ETAG

Business developmentETAG organises a wide range of business events from short business briefings, giving an insight into new developments in the city, to full day workshops on hot topics.

NetworkingBuilding your own business networks is a great way to make sure you keep up to date with the latest news, share best practice and get some great ideas for your business

Market intelligenceAccess a huge amount of information about Edinburgh, from visitor surveys to research on festival audiences. The more you know about the visitor market, the more successful you’ll be in developing new services, products and collaborations

ETAG’s role is to bring together the wide range of businesses that make up Edinburgh’s tourism sector. ETAG also plays a unique role in bringing the industry together with the public sector agencies who support Scotland’s tourism product, such as marketing and infrastructure development.

BUSINESS BENEFITS


City of Edinburgh Councilwww.edinburgh.gov.uk

Scottish Enterprisewww.scottish-enterprise.com

Marketing Edinburghwww.marketingedinburgh.org

Edinburgh Tourism Action Groupwww.etag.org.uk

ORGANISATIONSVisitScotlandwww.visitscotland.org

VisitBritainwww.visitbritain.org

Scottish Development Internationalwww.sdi.co.uk

Scottish Tourism Alliancewww.scottishtourismalliance.co.uk

2

EDINBURGH’S VISITOR PROFILE

“Edinburgh attracts a wide range of visitors. The huge number of international visitors come to see the iconic landmarks and attractions like Edinburgh Castle, Arthur’s Seat, the Royal Mile, and the various galleries and museums. We also attract families who come to visit Edinburgh Zoo, the Royal Botanical Gardens and the range of cultural Festivals organised

throughout the year. For students and young adults, there is a vibrant night-time economy in the Old and New Towns and we attract large numbers of sports fans particularly for the Six Nations Rugby Championship. Edinburgh has a strong and varied tourism product and it is great to see growth in visitors from new international markets.”Nick Finnigan, Edinburgh Castle

Edinburgh is the jewel in the crown of Scotland’s tourism industry. It is one of the most popular destinations for domestic city breaks and often acts as the gateway to Scotland for international visitors. Growth in the number of domestic and international visitors coming to Edinburgh continues to outpace other parts of Scotland.


Purpose of visiting Edinburgh (2015)

VOLUME AND VALUEIn 2010, Edinburgh attracted around 3.27 million visitors to the city which generated just over £1 billion. By 2015, the number has increased to 3.85 million and £1.32 billion in visitor expenditure.

Source: GBTS/IPS 2015

15%

75%

71%

10%4%

9%

14%

2%

International

Domestic

Visiting friends & relatives

Holiday

Business

Other


Profile of Edinburgh’s main visitor markets

Overall

OverseasEngland

ScotlandNorthern Ireland

Wales

38% 40% 18%

2% 1%

Overseas

USAGermanyFrance

NetherlandsSpainAustralia

CanadaRest of world

7% 5% 3% 2% 2% 2% 1% 16%

Source: GBTS/IPS (3 year averages, 2013-2015)

38%of visitors to Edinburgh are from outside the UK

Welloverathird(38%)ofvisitorstoEdinburgharefromoutside the UK. The main overseas markets according to the InternationalPassengerSurveyareUSA(7%oftotaltrips),Germany(5%)andFrance(3%).

MAIN MARKETS


Small market | Fast growth

Top UK towns for international visitors(No of visits ‘000s)

1st

London17,599

2nd

Edinburgh1,474

3rd

Manchester1,046

Source: VisitBritain/ IPS (3 year averages, 2013-2015)

Market changes (2010-2015) (No of trips and rate of growth per year)

ONLY TO LONDON IN THEEDINBURGH IS SECOND

NUMBER OF INTERNATIONAL VISITORS.

OXFORD493

BRISTOL 465BIRMINGHAM992

GLASGOW599

CAMBRIDGE417

LIVERPOOL588

BRIGHTON/HOVE427

International

VISITORS

Trips Growth p.a.Germany 189k (2%)France 126k (1%) Austria 84k (1%)Canada 51k (0%)Italy 56k (-7%)

Trips Growth p.a.USA 284k (13%)England 1,7986k (6%) Scotland 673k (6%)Netherlands 83k (7%)Spain 99k (4%)

Trips Growth p.a.Denmark 35k (3%)Switzerland 36k (2%) Irish Republic 47k (-16%)Sweden 21k (-18%)

Trips Growth p.a.China 42k (55%)Brazil 13k (18%) India 23k (9%)Poland 39k (4%)

Large market | Slow growth Large market | Fast growth

Small market | Slow growth

Source: IPS, GBTS data and SQW analysis


Visitor feedback on different elements of their stay

Castle

77%Historic city

A previous visit

17%Friends/ relatives in the city

24%Pubs/bars

27%Museums

62%25%34%Attractions

21%Edinburgh’s World Heritage Site status

29%Personal recommendation

VISITOR PROFILETop ten reasons why visitors come to the city

Restaurants21%

Source: L J Research, Edinburgh Visitor Survey 2015Note: survey feedback relates to visitors to the Essential Edinburgh BID area


8.9

Attractions

out of 108.5

Restaurants

out of 108.7

Accommodation

out of 108.5

Pubs & bars

out of 10


Top ten activities during the visit

Total: £98.20

£40.30

£5.00

£24.40

£10.90

£17.60

Source: L J Research, Edinburgh Visitor Survey & GBTS/IPS 2015

Average spend per person per day

75%69%48%

25%16%

91%

28%

17%

59%

71%


Walking around the cityShoppingGoing out to restaurantsVisiting attractionsGoing out to pubs / bars

Visiting museumsVisiting art galleriesVisiting exhibitionsCity bus tourAn excursion out of the city


23%come from England andafurther13%come from France. In recent years, China has become an important marketgenerating10%ofvisitorsin2015/16.

EDINBURGH CASTLE VISITOR PROFILE

Edinburgh Castle continues to be one of the most popular visitor attractions in Scotland. Over the past four years, the numberofvisitorshasincreasedbyoverafifthfrom1.31millionin2011/12to1.61millionin2015/16.

Profile of visitors to Edinburgh Castle (2015/16)

23% | England

13% | France Ch

ina

| 10

%

Source: Historic Environment Scotland

Germ

any

| 9%

Scot

land |

7%

India | 3

%

Italy | 3%

Spain | 3%

Canada | 2%

Wales/ NI | 1%

Russia | 1%

Rest of Europe | 7%

Rest of World | 9%

of visitors


UK MARKET SEGMENTATION

VisitScotlandhasidentifiedfiveprioritymarketsegmentsto focus their marketing on: Adventure Seekers; Curious Travellers; Engaged Sight-Seekers; Food-loving Culturalists; and Natural Advocates. Three of these segments are particularly relevant to Edinburgh.

Key market segments

Rest of World | 9%

• They like to be seen to be influential amongst their friends and are typically, professional, career minded and discerning individuals. A passion for food and drink is an important part of their lifestyle

• Most affluent of the UK segments• They enjoy spending time and

money on holidays abroad to both long haul and European destinations. UK breaks are centred on short breaks, and in particular city based breaks

• Main motivations are: Great food and drink experiences; Fascinating history and culture; and Breath-taking scenery and landscapes

Food-loving Culturalists

• Broad range of ages, but concentrating on the middle to upper age bands, and mainly adult only households

• Tend to have more cultural hobbies and interests. The underlying attribute is a genuine openness towards learning new things

• They will pack a lot in to their holiday; exploring the history and

culture of destinations; enjoying scenery and landscapes; getting off the beaten track and trying new things which all appeals to their natural curiosity

• Main motivations are: New and interesting things to discover; Breath-taking scenery and landscape; and Fascinating history & culture

Curious Travellers

• An older age profile than other segments; typically over 45, and mainly adult only households

• Many will have time available to them and planning and going on holidays throughout the year is a key aspect of their lives. They enjoy taking the time to plan their holidays

• They particularly enjoy spending their UK holiday time touring and general sightseeing. Historical places are of great interest as well

as scenery, nature and wildlife. They will enjoy visiting castles, monuments, parks and gardens, museums and galleries. Short walks will appeal but typically they will not participate in more active sports

• The traditional coach tour or self-driven tours appeal to Engaged Sightseers

• Main motivations are: Breath-taking scenery and landscape; Fascinating history & culture; and New and interesting things to discover

Engaged Sight-Seekers


EDINBURGH TRANSPORT CONNECTIONS

“International connectivity is key to growing tourism in Edinburgh, and therefore the Airport has a central role in bringing in more visitors to Edinburgh and Scotland. Wenowhaveflightstoover120 global destinations, making us Scotland’s busiest and UK’s sixth busiestairport.In2015,11.1 million passengers travelled through the Airport, and 2016 is on track

for another record year. Edinburgh Airport is an important economic and tourism asset, generating an estimated £955 million in GVA for the Scottish economy and supporting 23,300 jobs directly and indirectly. Over the coming years we want to grow the Airport and Edinburgh’s tourism sector.” Gordon Dewar, Edinburgh Airport

RECENT MAJOR TRANSPORT INVESTMENTS Edinburgh Tram - £780 million Waverley Station redevelopment - £130 millionHaymarket Station redevelopment - £25 millionBorders Railway - £294 millionEdinburgh Gateway Station - £41 millionEdinburgh Airport expansion - £44 million

3

14-15 TOURISM IN EDINBURGH – KEY FIGURES SECTION3

The last 10 years has seen dramatic growthintrafficatEdinburghAirport.The total number of passengers has increased by nearly a third, including a distinct shift from domestic to international passengers. The number of international passengers from outside the EU has nearly quadrupled in this period as the Airport has secured new longhaulflights.

AIR TRAVEL

2005TOTAL

PASSENGERS8,448,604

Change in Edinburgh Airport passenger numbers (2005-2015)Source: UK Civil Aviation Authority

Domestic passengers

EU passengers

Other international passengers

2010TOTAL

PASSENGERS8,594,449

2015TOTAL

PASSENGERS11,113,386


Abu Dhabi

Doha

New York

Toronto

TOP INTERNATIONAL DESTINATIONS FOR EDINBURGH AIRPORT

Source: Edinburgh Airport

Frankfurt

Amsterdam

Geneva

Palma

Alicante

Malaga

Madrid

Paris

Dublin

EdinburghCopenhagen

30,000Over

passengers per day using the airport

32airlines serving 173 routes to 122 destinations

Edinburgh Airport key stats


Change in Edinburgh’s rail passengers (2005-2015)

2004/05

14.2 1.7 1.3

millions

2009/10

19.3 1.8 1.8

2014/15

21.1 2.4 2.5

All other Edinburgh StationsEdinburgh HaymarketEdinburgh Waverley

Source: Office of Rail and Road

RAIL TRAVEL

Over the last 10 years, the number of rail passengers using Edinburgh stations has increased by nearly 9 million which is an increase of over

50%


4

ACCOMMODATION

“The increase in hotel supply over the last few years has exceeded expectations.Itreflectsthe continuing demand in Edinburgh as a tourism destination and demonstratestheconfidencethathotel developers have in the city’s continued success. As well as additional hotel rooms, there has also recently been increasing numbers of

visitors using Airbnb properties. Even with all of this additional supply, hotel occupancy rates in the city continue to increase. The average across the year is over 80% with occupancy over the summer months reaching 90%.”Tristan Nesbitt, Edinburgh Hotels Association/ Sheraton Grand Hotel and Spa

Over the last three years, 10 new hotels have opened in Edinburgh adding over 1,400 rooms to the visitor accommodation stock in the city - most of this has been budget-level visitor accommodation.

The hotel market remains buoyant with a further 2,000hotel rooms with planning consent. Most of this additional supply will be budget hotel accommodation with the exceptionofafive-starhotelaspartoftheStJamesQuarterdevelopment. There are also some hotel developments still to receive planning consent and these would deliver an estimated additional 2,000 rooms.


Edinburgh’s accommodation stock

Source: TRC (2012) – figures updated to include new hotel provision

Hotels

Serviced apartments/self-catering

Guesthouses/bed & breakfasts

Hostels

Campuses

Holiday parks

Inns/restaurants with rooms

Other

Additional festival stock in August

N

umber of establishments

150

1,465

381

252

84

203

3

Number of beds

23,690

11,344

4,926

2,829

1,953470 134 628,397

FOUR AND

FIVE STAR

HOTELS.

IT HAS

AROUND

40

EDINBURGHNOW HAS

150 HOTELS WITH

12,000 ROOMS AVAILABLE THROUGHOUT THE YEAR.


HOTEL INVESTMENT (2013-16)

THERE ARE OVER

22,000 ROOMS AND 45,000 BEDS.OVER HALF OF THIS SUPPLY IS PROVIDED BY THE HOTEL SECTOR.

2,000 VISITOR ACCOMMODATIONPROVIDERS IN EDINBURGH WITH


Source: City of Edinburgh Council (2015) and AMPM (2016)

Name Type No. of rooms

Tune Hotels, 7-8 Clifton Terrace Budget 179

Old Town Chambers, 3 Roxburgh's Court Serviced apartments 32

Hotel ibis, 77 South Bridge Budget 259

Motel One, 10-15 Princes Street Budget 140

ibis Styles, 19 St Andrew Square Budget 103

Hotel ibis, 6 Lochside View Budget 161

Village Urban Resort, 140 Crewe Road South Four Star 181

Mercure, 38 Gardner’s Crescent Four Star 102

hub Edinburgh Royal Mile Budget 121

Premier Inn Edinburgh City Centre Budget 127

TOTAL 1405

HOTEL INVESTMENT (2013-16)


OCCUPANCY AND REVPAROccupancy rates in Edinburgh’s hotels have continued to grow over the lastfiveyears,evenasnewsupplyhasbeenaddedtothemarket.In2015,theaverageoccupancyrateinEdinburghfortheyearwas81%,whichcompares well against other UK and European cities. Similarly, in terms of revenue per available room (RevPAR),

for2015washigherthanmost comparator cities.

EDINBURGH’S AVERAGE OF

£72

RevPAR £

Paris 141.14

Greater London 118.27

Amsterdam+ 81.37

Rome 75.20

Copenhagen 73.32

RevPAR £

Edinburgh 71.65

Barcelona 69.82

Dublin 66.56

Hamburg 61.56

Manchester 58.94


Benchmarking the performance of Edinburgh’s

hotel sector (2015)

Source: STR

Du

bli

n

Gre

ate

r L

ond

on

Gla

sgow

Ed

inb

urg

h

Inv

ern

ess

Ma

nch

este

r

Bel

fast

Cop

enh

age

n

Ha

mb

urg

Ca

rdif

f/A

mst

erd

am

+

82.2%

82.2

%

81.7

%

81.5%

80.3

%

79.8

%

78.6

%

78.3%

78.3

%

78.2

%


5

LEISURE AND CULTURAL TOURISM

“We have a fantastic range of cultural venues with events on throughout the year and of course Edinburgh is also known globally as the world’s leading festival city. Edinburgh’s Festivals continue to grow year on year and attract visitors from around the world.

2016 has just seen record box officenumbersfortheEdinburghInternational Festival and the Edinburgh Festival Fringe, while next year will be another huge year, markingthe70thanniversaryofourinspiring festival city.”Julia Amour, Festivals Edinburgh

Edinburgh attracts visitors to its iconic City Centre including the Castle, its museums, theatres, festivals, pubs and restaurants. Five of Scotland’s Top 10 visitor attractions in terms of visitor numbers are based in Edinburgh.


TOP ATTRACTIONSBetween 2010 and 2014, the number of visits to the top fiveattractions(paidandfree)inEdinburghincreasedby50%from4.1millionto6.2millionvisits.TheNationalMuseum of Scotland and Edinburgh Castle are the most popular attractions.

Edinburgh’s top visitor attractions (2014)

Source: VisitScotland

Attraction Number of visitors

National Museum of Scotland 1,639,509

Edinburgh Castle 1,480,676

Scottish National Gallery 1,295,015

St Giles Cathedral 1,029,359

Royal Botanic Garden 766,250

IN 2016, THE FESTIVAL FRINGE ISSUED

2,475,143 TICKETS


The Festivals attract audiences of more than 4.5 million putting them on a par with the FIFA World Cup, both being second to the Olympic Games.

EDINBURGH’S FESTIVALS

THIS EXPENDITURE SUPPORTED THEEQUIVALENTOFNEARLY

5,700 JOBS

The wider economic impact of the Edinburgh Festivals has increasedbyafifthoverthelastfiveyears.Accordingtoarecent study, the Edinburgh Festivals generated £280 million in net additional impactduring2015fortheEdinburgh economy.


2010Edinburgh5,047Scotland4,757

Economic impact of Edinburgh Festivals

Source; BOP (2016)

Edinburgh

Scotland2015

Output (m)

Edinburgh

Scotland2010

Output (m)

£279.65

£312.66

£235.53

£252.54

2015Edinburgh

5,660Scotland

6,021

Jobs supported


EDINBURGH’S CULTURAL VENUESEdinburgh offers a diverse range of cultural venues including Edinburgh Playhouse, Festival Theatre, Filmhouse,King’sTheatre,UsherHall,Queen’sHall,Royal Lyceum Theatre, and the Traverse Theatre. Key attractions National Galleries Scotland and the National Museum of Scotland are also important event venues.


VISITSIN2013/14

ATTRACTED

6.32 MILLION

VISUAL AND PERFORMING ARTS, FILMS, EXHIBITIONS AND SHOWS

1,561

INDIVIDUAL PERFORMANCES AND SCREENINGS

6,175EDINBURGH’S FESTIVALS

SUPPORTED

10 OF

Source: Biggar Economics (2014)

££156 MILLIONECONOMICIMPACTIN2013/14FOREDINBURGH AND £194 MILLION FOR SCOTLAND

GENERATED

3,204JOBS

EDINBURGH’S CULTURAL VENUES SUPPORTED

Cultural venue key stats


6

BUSINESS TOURISMFor the last decade, Edinburgh has been the most popular UK city after London for hosting international association meetings and Edinburgh is 35th in the latest ICCA world rankings.

“Each year Edinburgh hosts hundreds of business tourism events ranging from small meetings, corporate events and incentive groups to large international association conferences. People choose Edinburgh because it’s a fantastic city in which to host an event, with great hotels and infrastructure,

history, culture and world-class universities. Close working partnerships throughout the city add to the excellent business tourism offering whilst enabling us to showcase our destination with its renowned academic and research excellence.” Marshall Dallas, Edinburgh International Conference Centre

THE ECONOMIC VALUE OF BUSINESS TOURISM IN EDINBURGH IS ESTIMATED TO BE IN EXCESS OF

£300 MILLION PER ANNUM


ICCA rankings (2015)

Source: ICCAEICC

In2014/15,theConventionBureauconfirmed224 conferences which will be attended by 69,000delegatesintheyearsahead.Oftheevents and conferences secured,

The value of meetings and conferences secured by Edinburgh’s Convention Bureauin2014/15was

KEY BUSINESS TOURISM FACTS

Rank CityNo. of International Association meetings in 2015

1 Berlin 195

2 Paris 186

3 Barcelona 180

4 Vienna 178

5= London 171

5= Madrid 171

7 Singapore 156

8 Istanbul 148

9 Lisbon 145

10 Copenhagen 138

35 Edinburgh 67

49 Glasgow 54

82 Manchester 31

WILL BE INTERNATIONAL ASSOCIATION MEETINGS

80% £91.5 MILLION


7

EDINBURGH CONTEXTEdinburgh’s tourism businesses trade in a stable and prosperous environment while the city’s population grew constantly in the last decade. Edinburgh has a diverse economy,includingstrongfinancialandprofessionalservices sectors. Importantly, Edinburgh continues to be very popular with both domestic and international visitors.

“Edinburgh has seen fantastic growth over recent years. There are lots of exciting new development projects to drive further growth including theredevelopmentoftheStJamesQuarterwhichwillincludeanewfive-starhotel,luxuryshoppingandresidential apartments. There are also a range of new high quality

restaurants opening in St Andrews Square and Edinburgh’s New Town in the next couple of years. These types of investments all contribute to making the city more attractive to businesses and visitors, and most importantly improve the city for local residents.” Roddy Smith, Essential Edinburgh

Population change (2005-2015)

Source: National Records of Scotland

49

8,8

10

2015

44

9,4

80

2005


HOUSEHOLDSThereareover230,000householdsinEdinburghwhichrepresentsanincreaseof9%since2005.

Change in number of households (2005-2015)

2005

212,5482015

230,831


Net migration to Edinburgh

2014-15

6,261

2004-05

5,317


POPULATIONEdinburgh has a population of around half a million people. Over the last decade the city’s population grew by 11%, more than double the growth of Scotland as a whole and the second fastest out of all 32councilareas.Overthe next twenty years, Edinburgh is expected to grow to around 620,000 residents. Again this rate of growth would be the second highest in Scotland.


AGE PROFILE

Although Edinburgh has a slightly lower proportion of children in its population compared to Scotland as a whole, itgenerallyhasayoungerprofilewithhighernumbersofadultsaged16-29and30-44.

Age profile of Edinburgh and Scotland population (2015)


Gender and age profile of Edinburgh’s population (2015)


75+

60-74

45-59

30-44

16-29

0-15

13,815 21,686

30,161 33,176

61,259

46,331 46,619

57,061 56,330

39,021 37,087

56,264

Edinburgh

Scotland

22%19%

0-15

45-59

17%15%

16%13%

16-29

60-74

18%24%

30-44

75+

19%23%

8%7%


EMPLOYMENT PROFILE

While many of Edinburgh’s employment characteristics mirror Scotland as a whole, the city’s population is better qualifiedwithhighnumbersofpeopleinmanagementandprofessional occupations, which translates through to higher levels of productivity and economic output. The supply of highly skilled labour is an important factor for businesses setting up in the city.

Key employment indicators (2015)

Source: ONS Annual Population Survey, ONS Sub-Regional GVA * 2014 data

Edinburgh Scotland

Economic activity rate 77% 78%

Employment rate 73% 73%

Self-employment rate 8% 8%

Unemployment rate 5% 6%

% who are managers/ professionals 30% 28%

% with SVQ Level 4 58% 43%

GROSS ANNUAL PAY – RESIDENTS £30,033 £27,732

GROSS VALUE ADDED (GVA) PER HEAD* £35,779 £23,102


BEST UK CITY TELEGRAPHTRAVELAWARDS2015

2ND FAVOURITE UK CITY CONDE NAST TRAVELLER MAGAZINE2015

‘BEST MID-SIZED EUROPEAN CITY’ FINANCIAL TIMES FDI MAGAZINE 2014

EDINBURGH UNIVERSITY RANKED 21ST IN THE WORLD QSWORLDRANKINGS2015

CITY AWARDSEDINBURGH AIRPORT VOTED BEST AIRPORT, 5-10 MILLION PASSENGERS ACI EUROPE BEST AIRPORT AWARDS2013

EDINBURGH IS MOST POPULAR UK CITY AFTER LONDON FOR HOSTING INTERNATIONAL ASSOCIATION MEETINGS AND RATED 35 IN THE TOP 50 EUROPEAN CITY RANKING ICCA2015

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