Www.edinburghcastle.gov.uk. Tourism in Scotland c.20 million visitors a year Traditional Markets Rest of UK Europe North America Japan Australia Growing.

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Presentation transcript:

Tourism in Scotland c.20 million visitors a year Traditional Markets Rest of UK Europe North America Japan Australia Growing Markets China India Russia Brazil Increasing number of flights into Scottish Airports

Tourism in Edinburgh Visitor Surveys Overseas60%66% Scotland8% England30%23% Rest of UK2%3% Top Ten Attractions 2007 (Source ECC) 1.National Gallery of Scotland1,442,304 2.Edinburgh Castle1,229,712 3.National Museum of Scotland841,849 4.Edinburgh Zoo607,603 5.Royal Botanic Gardens Edinburgh607,018 6.Edinburgh Bus Tours507,613 7.St Giles Cathedral487,483 8.National War Museum Scotland468,125 9.Scottish Parliament Visitor Centre352, Our Dynamic Earth290,653 Facts & Figures (ECC) Tourist Bednights m Tourist Trips m Tourist spending 2007 £931m Edinburgh Festivals: Total Attendances m Tourism Sector Employment ,594

Historic Scotland Executive Agency of the Scottish Government 345 properties in care managed on behalf of Scottish ministers for the benefit of people living in and visiting Scotland Mission statement: ‘To safeguard Scotland’s historic environment and to promote its understanding and enjoyment’ Part Government funded & part self funding 74 staffed sites: Single largest operator of paid-for Visitor Attractions in Scotland

Tourism at Edinburgh Castle Visitor Numbers Historic Scotland TotalEdinburgh CastleStirling CastleUrquhart Castle 2009/102,582,343 +8% (YTD 31st October 2009) 903,460 +9% (YTD 31st October 2009) 335, % (YTD 31st October 2009) 253,484 +9% (YTD 31st October 2009) 2008/092,911,197 -9%1,119, %400, %263,382 -7% 2007/08 1,249, % 447,714 +2%284, % St Andrews Day Free Weekend 2009 Historic Scotland Total39, 700 Edinburgh Castle24,810 (also includes St Andrews Day Monday) Stirling Castle6,655

Edinburgh Castle – Visitor Services ‘World Class Welcome’ Admissions Team Visitor Information Stewarding Team Guided tours Guide books Interpretation, museums & exhibitions Audio guides Shops Cafes Toilets/baby changing Disabled access

Edinburgh Castle – Visitor Reception Project Improve the service Reduce waiting times & queue management Esplanade and view New ticket office, machines & Visitor Information Centre New dedicated Edinburgh Castle Website & print at home ticketing New Edinburgh Castle Brand Improved signage, guidebook & audio tour New staff uniforms

Edinburgh Castle – What else goes on? Weddings & functions Conferences & meetings Army & Royal visits V.I.P visits Scottish Government Media & press Education visits (28,326 in 08/09)

Edinburgh Castle – Special Events Military Tattoo Concerts Fireworks Performances & displays Hogmanay St Andrews day Free weekend Kids go free

Edinburgh Castle – Behind the scenes Managers Office support Conservation and maintenance Catering & functions Understanding & Access Cleaning Historians/archaeologists Museum curators Army & Scottish National War Memorial

Traditional Building Skills Stone Masonry Stone Cutters Builder Masons Bricklayer Dry Stone Roofing Thatcher Slater Lead work Tiler Plasterers Lime & Mortar Decorative Other Trades Plumbers Joiners Painters Gilders Electricians Labourers

Conservation & Research Conservators Stone Plasterwork Wood Painting Archaeologists Architects Surveyors

Edinburgh Castle – Marketing & Partners Marketing Historic Scotland Edinburgh Castle Brand & website E-marketing (Google adverts in US, Germany, Norway, Australia, UK & Ireland) TV Adverts (membership offers, Homecoming events) Advertising in local & national press Bus Campaign Foreign Markets (e.g. Tourism expo’s & conferences) Promotions - membership & explorer pass Sponsorship of Tourism Information Centre Homecoming Scotland: whole Scottish Tourism industry got behind it. Example of 1 message with multiple partners and potential for legacy. Partners Scottish Government & Visit Scotland Edinburgh World Heritage Edinburgh City Council (Edinburgh Inspiring Capital) DEMA (Destination Edinburgh Marketing Alliance) ETAG (Edinburgh Tourism Action Group) Castlehill Partners & Local Business Army & the Edinburgh Military Tattoo National Trust for Scotland National Museums Scotland Historic Houses Association ASVA (Association of Scottish Visitor Attractions) ALVA (Association of Leading Visitor Attractions, 1m+)

Edinburgh Castle – 3000 years of history