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ETAG: Looking Forward To 2020

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ETAG: Looking Forward To 2020

October 21
20:07 2013
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Scotland’s capital is a world-class destination which has for decades competed successfully as one of Europe’s top visitor destinations, by investing in its tourism assets to provide a unique and compelling year-round visitor experience. Since 1989, we have witnessed a remarkable transformation in the scale and nature of Edinburgh’s tourism sector, and its impact on the economic, social and cultural life of the city. Once a highly seasonal destination which was dominated by leisure tourism, the city now has a rich, diverse year-round industry with a strong, high yield conference-and-meetings sector. Currently, of course, the UK and European economies are seeing a further downturn, the length, depth and impact of which is currently uncertain. In Scotland and the UK in general, continuing economic volatility and major cuts in public expenditure will have significant implications for consumer demand, and on the scale and nature of investment in destination development, management and marketing activity. So, following extensive research and individual consultations with tourism-related businesses, the Edinburgh Tourism Strategy set out several key targets, along with a clear vision for the industry to continue strengthening its position up to and beyond the year 2020. The strategy itself has a primary aim: To increase the value of tourism to the city by creating a thriving, profitable industry which delivers high degrees of economic, cultural and social benefits to Edinburgh and Scotland as a whole.

Inside The Edinburgh Tourism Action Group The success of Edinburgh as an international visitor destination is strongly influenced by ETAG’s diverse range of operators, services and activities, who work collectively with the common goal of securing Edinburgh’s premier place on the international tourism map. ETAG brings together a wide range of businesses from the capital’s tourism sector, including: Festivals Transport Visitor attractions Venues and theatres Conferences and events Accommodation providers Shops, bars and restaurants By helping to bind together this tourism community, ETAG provides a network for better communication and brings businesses together to collaborate and share best practice. Its ultimate aim is to help the city’s businesses improve performance, enhance the visitor experience and strengthen Edinburgh’s position as a world-class visitor destination. Additionally, the organisation also plays a unique role in bringing the industry together with the public sector agencies who support key components of the tourism product, such as marketing and infrastructure development. Register for free at www.etag.org.uk to keep up to date with the latest information, developments and business opportunities.

This article has been edited from its original version. For the complete feature, please see Catering in Scotland magazine February/March 2012.

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Robin Worsnop, ETAG Chair, outlines the challenges facing Edinburgh’s tourism businesses…

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