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Business Opportunities a City for All Seasons: Winter

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BUSINESS OPPORTUNITIES A CITY FOR ALL SEASONS: WINTER + What do our winter visitors want? Where do our winter visitors come from? Edinburgh’s Winter Product Calendar Case Studies & Inspiring Ideas Edinburgh Tourism Action Group / Business Opportunities: A City for All Seasons - Winter | 1 Contents Foreword by Robin Worsnop 2 Edinburgh’s Winter Visitor Profile 5 Edinburgh’s Winter Connections 9 Edinburgh’s Winter Product 11 Case Studies 15 Opportunities for Business 17 Next Steps 18 Links and Other Resources 19 Foreword................ Robin Worsnop, Chair, Edinburgh Tourism Action Group (ETAG) Edinburgh is a world-class city, successfully competing as one of Europe’s top visitor destinations, providing a unique and compelling year round visitor experience. On any given night there’s enough happening in Edinburgh to fill the event calendars of many other major cities for an entire year. Edinburgh boasts an extensive programme of year round events Yet Edinburgh’s tourism success blockbuster exhibitions, to the incorporating live performances, masks seasonal disparities. city centre’s transformation into exhibitions, plays, musicals, Occupancy varies month on a winter wonderland, winter in sporting events and festivals. month, with the August festival Edinburgh is a perfect time for From comedy shows to ceilidhs, peak in demand contrasting visitors to enjoy a city break. sharply with bookings between ballet to modern dance, jazz to This ETAG Business Opportunity November and March. opera, to mainstream club nights, Guide has been prepared to give it’s safe to say that Edinburgh has Winter in Edinburgh can Edinburgh businesses information something for everyone. be a wondrous time, yet its and ideas about how to harness As a tourism destination, tremendous potential remains the opportunity to develop, Edinburgh has an outstanding largely untapped. Edinburgh is deliver and promote new visitor track record. Over the last two world-famous for its Hogmanay experiences that exploit the city’s decades, the volume and value of celebrations, but the October wide range of existing winter tourism in the capital have grown to March season, which attractions and activities. The dramatically. In 2012, visitor spend offers some of the best city guide is aimed at encouraging was £1.3 billion compared to £250 experiences in Europe, is often businesses to work together to million in 1990. Employment in overlooked. From the Scottish create a joined up experience tourism now accounts for about International Storytelling Festival, which will attract visitors and 12% of the city’s workforce. to international rugby and increase visitor spend. 2 | Edinburgh Tourism Action Group / Business Opportunities: A City for All Seasons - Winter Introduction DID YOU Know? 90% of winter visitors would recommend Edinburgh as a place to visit “This is a city of shifting light, of DID YOU Know? There are six other changing skies, of sudden vistas. Business Opportunities Guides with information and A city so beautiful it breaks the facts on Edinburgh tourism; download them here www. etag.org.uk and discover heart again and again.” how your business could benefit Alexander McCall Smith, 2006 Introduction.............. Edinburgh 2020 is all about “creating a thriving, profitable tourism industry and delivering high levels of economic, cultural and social benefit to Edinburgh and Scotland as a whole” This means making the most of what Edinburgh offers all year round – not just in the summer season - maximising the city’s capacity at all times, particularly in the quieter months between October and March. To achieve this, all businesses need to get on board and work together to develop and promote product offers and experiences that meet visitor expectations and make the most of the city’s great range of attractions, festivals, restaurants, shops and bars. Inspiring ideas… This guide offers you ideas and tips on how to gain competitive advantage by Promote a winter return to summer visitors. Someone who’s understanding the winter visitor and enjoying their summer stay in the city may be easily tempted identifying opportunities to drive new back again – take every opportunity to let them know what business and enhance the quality of makes Edinburgh a wonderful winter experience. your visitor experience. Edinburgh Tourism Action Group / Business Opportunities: A City for All Seasons - Winter | 3 Edinburgh Accommodation DID YOU Know? OccUPANCY 2012 Hotels B&B/Guest House 100% Between October and March... 80% Visitor attractions draw over two 60% million visitors 40% 87% of visitors stay in the city 20% overnight, whilst 13% explore Edinburgh on a day trip Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec There are 693,000 AVAILABLE ROOMS 2012 Hotel/Lodges B&B/Guest House unsold hotel 150,000 room nights 120,000 64% of Edinburgh 90,000 accommodation bookings are made online 60,000 30,000 Edinburgh’s cultural venues Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec combined present more performances over the period than at any other time of the year AccommoDATION USED OCTOBER 2012 TO MARCH 2013 Hotel - 44.85% Two thirds (67%) Budget Hotel - 18.03% of visitors are on a leisure trip/holiday; With Friends/Relatives - 10.61% 12% are visiting friends or family and 11% are B&B/Guest House - 8.79% here for a specific Hostel - 5.91% event or occasion Serviced Apartment - 5.91% Rented Apartment - 4.39% Other - 0.9% University College - 0.61% Sources: STR and Edinburgh Visitor Survey, 2012/13 Survey, Visitor STR and Edinburgh Sources: 4 | Edinburgh Tourism Action Group / Business Opportunities: A City for All Seasons - Winter Edinburgh’s Winter Visitor Profile DID YOU Know? Edinburgh is the UK’s ‘Number one destination’ for domestic short breaks DID YOU Know? Winter visitors are more likely to research their visit online before they arrive (guidebooks come a close second as an What attracts winter information source) visitors to Edinburgh and what do they want? It’s easy to see why Edinburgh is the second most visited city in the Motivation to visit Edinburgh October-March UK. A rich history and heritage, Historic city 70% amazing architecture, diverse attractions, entertainment that Castle 50% spans the spectrum from comedy A previous visit 31% to West End hits (and everything in Attractions 31% between), award-winning Museums 25% restaurants, and superb shopping Friends / Relatives in the city 23% – Edinburgh’s got it all. Pubs / bars 22% Here are some crucial facts Shopping 20% and figures that we need to Personal recommendation 20% factor into our thinking... Restaurants 18% Edinburgh’s World Heritage Site status 16% Art galleries 14% A specific event being held in the city 13% Edinburgh’s reputation as a Festival city 9% 31% Other 8% Edinburgh was my arrival / departure destination of visitors have been as part of a wider trip to Scotland 8% here before, so marketing Nightlife 5% to your previous Outdoor activities / sports 4% customers is important Special promotion on accommodation in the city 4% Special promotion on travel / transport to the city 4% An exhibition being held in the city 2% 20% Inspiring ideas… come here on a personal recommendation (we Promote your offers via a dedicated “Winter In Edinburgh” page on need to make sure your website, so winter visitors can find them quickly and easily people’s stay is worth talking about for all Include information about and links to key winter events and the right reasons) festivals on your site, so people can see why a winter visit is even more attractive than they first thought Edinburgh Tourism Action Group / Business Opportunities: A City for All Seasons - Winter | 5 Edinburgh’s Winter Visitor Profile Winter visitors’ main reason for visiting Edinburgh (October 2012 to March 2013)? Leisure trip / on holiday 67% Visiting friends or relatives 12% For a specific event 11% Business / conference 4% Other 4% Shopping trip 2% WHERE DO VISITORS FIND INFORMATIOn pre-VISIT? 4% 4% 6% 32% TripAdvisor 7% www.visitscotland.com 10% Guidebook(s) 10% I did not use any information resources www.edinburgh.org 10% 31% Other website Visitor Information Centre VisitScotland brochure 22% Smart phone / iPhone app Other 29% Social media (e.g. Facebook / Twitter) 22% Newspaper / magazine 22% Advertising leaflet WHAT DO VISITORS DO WHEN THEY GET HERE? 11% Walking around the city 13% 90% Shopping 15% Going out to restaurants 25% Visiting attractions Going out to pubs / bars Visiting museums 30% Visiting art galleries 76% Visiting exhibitions An excursion out of the city City bus tour 48% Organised walking tour Attending an Edinburgh Festival event (5%) Watching a sporting event (5%) 60% 75% Participating in an outdoor sporting / leisure activity (4%) Going to concerts (4%) Attending a cultural event (4%) 65% Going to the theatre (4%) Participating in an indoor sporting / leisure activity (2%) Source: Lynn Jones Research: City of Edinburgh Council,Edinburgh Visitor Survey 2012/13 Visitor Council,Edinburgh of Edinburgh City Jones Research: Lynn Source: 6 | Edinburgh Tourism Action Group / Business Opportunities: A City for All Seasons - Winter Edinburgh’s Winter Visitor Profile WHICH ATTRACTIONS AND GAllERIES DO THEY VISIT? WHAT CHARACTERISES OUR OCTOBer - Edinburgh Castle 72% MARCH VISITORS? National Museum of Scotland 32% Most of them (60%) are female National Gallery of Scotland 30% 39% are under 35 years St Giles Cathedral 29% old (compared to 36% in Palace of Holyroodhouse 26% the summer months) Arthurs Seat 22% 45% of visitors come Scottish Parliament 20% from overseas; 40% come from England and 9% Scotch Whisky Experience 17% are from Scotland The Real Mary Kings Close 15% Their top reasons for visiting the Camera Obscura 12% city are its history and the Castle Royal Yacht Britannia 12% During the off peak season, Museum of Childhood 10% typically 50% of visitors are coming to Edinburgh I did not visit any attractions / galleries on this visit 9% for the first time.
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