1. Prepared & Presented By: Lynn Jones & Sean Morgan Presentation Date:Wednesday 21 st July 2010 Analysis Period: October 2009 – March 2010

2. Background Tourism: major driver of economic growth Monitor trends and identify strengths/weaknesses LJR commissioned to undertake Edinburgh Visitor Survey in August 2009 using Visitrac - LJRs web-based survey system Build up picture about current leisure visitors & monitor perceptions of quality/service in aspects of their visitor experience Provide information for tourism professionals/businesses to help meet & exceed visitor expectations & market city more effectively Benchmark, monitor & evaluate tourism in Edinburgh year-on-year Year round collection of email addresses at popular tourist points Visitrac survey sent by email to visitors

3. Visitor profile

4. Visit activities

5. Type of visitor Getting into and around Edinburgh Traffic ratings2009-20102008-20092007-2008 Public buses8.168.188.42 Road signposting to the city7.317.367.37 Road signposting within the city6.276.716.65 Parking (ease and cost)5.295.365.20

6. Staying visitors Customer Service 2009-2010 to previous period All hotel8.06-0.06 Luxury superior class hotel8.690.03 Mid range quality hotel8.210.32 Standard or budget hotel7.39-0.41 Guest House / B&B8.70-0.11 Overall ratings average* 2009-2010 to previous period 8.19-0.05 8.66-0.03 8.350.00 7.48-0.31 8.31-0.35 *Note: Average derived from ratings for cleanliness, satisfaction with room, friendliness of staff and value for money

7. Visit ratings

8. Best aspects "The walks alternating between historic buildings and beautifully designed and well maintained green spaces." "We enjoyed visiting the Castle... We also enjoyed seeing the Royal Yacht Britannia." "A nice feel to the city and all the locals are very welcoming/eager to chat to tourists." "The transport convenience in Edinburgh." Being able to walk about the city – easily accessible – and the historical feel of the area. Visiting historic attractions, city bus tours and walking around city. The general atmosphere, beautiful city and friendly people. Lots of things to do and see within walking distance. Variety of both ethnic restaurants and Scottish traditional pubs and bars.

9. Suggested improvements "More signs for pedestrians. And it would be great if public bus drivers gave change." "All the museums and galleries close too early! They close at 5 and then there isnt much to do apart from going to the pub." "Great service but quite pricey compared to other cities." "The parks should be cleaned, pick up litter and so on." We had a difficult time figuring out the bus system. We would have liked to see simple maps available, similar to the London tube maps. I was surprised that quite a lot of the things we would have liked to visit were closed on Sunday. I felt that the vast majority of the tourist attractions were overpriced. The Royal Mile having too many cheap tourist shops all selling the same 'tat'. Detracts from its tremendous sense of history.

10. Expenditures Averages 2009- 2010 2008- 2009 2007- 2008 Nights stayed3.073.143.18 Group size2.01 1.98 Total expenditure (per person per day) £76.27£70.07£71.89

11. Monthly summary reports

12. Crucial insight during challenging and changing times – a real time barometer of change Access to and awareness of information critical in order to identify, plan and implement strategies/campaigns from individual business perspective as well as at destination level