Tag: hospitality

Edinburgh food and drink businesses target growth through The Academy

Four Edinburgh businesses are amongst the first cohort of businesses to sign up to The Academy, a new and unique training initiative to help food and drink businesses targeting growth, after the industry was one of the hardest hit by COVID-19 and Brexit.

Open to food and drink businesses of all sizes and ambition, The Academy, is a series of programmes being delivered by Scotland Food & Drink Partnership and training experts Levercliff Associates to support businesses sell themselves, build their brands, thrive and compete in highly competitive retail and foodservice markets.

The three training programmes – Seeding Growth, Accelerating Growth and Commercial Excellence – have been designed to support companies at various stages in their development.

The Academy programmes are the first major investment from the Scotland Food & Drink Partnership’s £5m Recovery Plan which is supported by The Scottish Government. It will run for two and a half years and aims to support over 200 Scottish businesses.

Mimi’s Bakehouse are kickstarting their growth journey by joining the Seeding Growth programme. A further three businesses including Bon Accord Soft Drinks, Scotch & Co and The Drinks Bakery are upskilling on Accelerating Growth.

Seeding Growth, which started in May and will run for twelve weeks, is aimed at companies whose primary focus is maximising their local markets and beginning to consider opportunities in the broader Scottish marketplace.

Natalie Togeher, Finance Manager at Mimi’s Bakehouse, said: “The past year has been beyond challenging but we have attempted and survived! We feel now is a great time to reflect on where the business is and how we can move forward in a sustainable way continuing to bring the best sweet treats we can to our customers.

“The Academy will help us with the direction of the business and understand planning decisions when it comes to potential new product lines.”

The Accelerating Growth course is aimed at established businesses already supplying large customers in Scotland and looking to advance in the wider UK market, and will start this month (June)and run for six months.

Andy Murray, Founder at The Drinks Bakery, said: “This last year has been a huge challenge for The Drinks Bakery as much of the hard work and momentum built up through 2019 came to an end and the large-scale contracts that we were so close to getting simply fell away.

“That said, we still saw growth through 2020, just from different channels. Our D2C channel took off through Amazon and a hastily set up webshop as people wanted to spoil themselves at home. Plus our range started to fly off the shelves in the delis and farm shops around the UK as more people shopped closer to home.

“The Drinks Bakery is now getting closer to partnering with the right sort of UK multiple retail and we’ve been exporting small amounts to Europe, UAE and North America over the last 2 years but things are about to get bigger.

“Being part of the Scotland Food & Drink Academy is exactly the support we need at this crucial stage of scaling.”

Lucy Husband, Market Development and Business Engagement Director at Scotland Food & Drink, said: “The Academy aims to bring a renewed sense of positivity and optimism for businesses when it comes to growing their brands. It is fantastic to see so many local food and drink businesses focus on their future and revisit their ambitions for growth after an extraordinarily difficult year.

“These programmes have a real focus on knowledge sharing, upskilling and innovating, and are fundamentally about helping businesses to deliver a real step-change for long term growth. Change that is rooted in the here and now in the commercial realities of the world we live in, but with an eye to the future.

“Whilst we don’t know what the future might hold, food and drink will undoubtably continue to be a key export and economic contributor for Scotland and we are thrilled to be able to support businesses grow their brand to compete in local, UK and international markets.”

Applications are now open for future cohorts of The Academy. The deadline for applications for cohort two of Seeding Growth which starts in September is Sunday 13 June, however applications will continuously remain open for future cohorts.

The first cohort of Commercial Excellence will start later this year. 

To find our more and apply, please visit: www.foodanddrink.scot/the-academy/

#FoodHeroScot launches to put sustainability at the heart of Scotland’s recovering Food and Drink industry

A dynamic new visual storytelling campaign #FoodHeroScot has been launched by Medialiciously and its partners, to create a platform for hospitality businesses in Scotland; showcasing the importance of sustainable products, services and initiatives, whilst shining a light on an industry significantly impacted by the Covid-19 Pandemic. 

The non-profit visual storytelling campaign, #FoodHeroScot, is supported by STV’s £1m Green Fund which aims to champion the efforts of sustainable Scottish SME businesses by raising their profile and communicating with consumers, whilst encouraging Scots to reduce their own carbon footprint. 

The campaign has attracted support from a number of business figures across Scotland including Alan Mahon, Founder of Brewgooder; Anna Lagerqvist Christopherson, Managing Director of Boda Bars; Nick Nairn, Owner of Nairns Ltd; Ayleen Gonzalez, Policy Advisor at Talk Aid; Carina Contini, Director at Victor & Carina Contini; Karis Gill, Co-Founder of Social Stories Club, Loral Quinn, CEO of Sustainably; Kelly Wright, Founder of The Refillery and Calum Haggerty, Managing Director of COCO Chocolatier.

Lee Fitzpatrick, Managing Director of Medialiciously and key founder of #FoodHeroScot said: “We are excited to be launching this innovative campaign and to be working with such great businesses and ambassadors in the hospitality sector who have shown their resilience and willingness to lead by example in driving sustainable impact.

“We want to leave a lasting impression by creating an ecosystem of businesses, partners, sector organisations and like-minded consumers that care about sustainability and the immediate impact of business and buying decisions on the planet.” 

Alan Mahon, movement ambassador and founder at Brewgooder said, “The food and drink industry is one of Scotland’s most dynamic, purposeful and inspiring sectors. To be an ambassador for my peers and to help create a more inclusive, and more impactful industry is a genuine honour.”

Over the course of the next 12 months, the campaign will reveal ten powerful mini documentaries featuring businesses or social enterprises that will be shared on the #FoodHeroScot website and amplified through a media campaign delivered by STV, as part of their Green Fund commitment.  

There will be three nomination and voting phases to encourage a fair competition process. In total, there will be 10 winning businesses and each of them will be gifted a support package worth over £25,000 of in-kind support packages including marketing and PR with the aim of shedding light towards the sustainability efforts of the winning brands. 

Danielle Kelly, STV’s Director of Strategy and Sales Scotland said: “#FoodHeroScot is a fantastic campaign which will showcase the innovation and creativity of Scotland’s hospitality industry in responding to the climate emergency. 

“As Scotland’s Public Service Broadcaster, we are committed to raising awareness of environmental issues and helping to effect change.  Our Green Fund shines a light on the great work of Scottish sustainable businesses and through this exciting new partnership we look forward to championing sustainability across the food and drink sector to help to drive Scotland’s economic recovery.” 

The #FoodHeroScot campaign will also promote the positive contribution of partner food and drink brands through a directory style website, complemented by a growing collection of business leaders and global ambassadors adding their voice and influence on the campaign and providing a far-reaching legacy and change towards sustainability.  

Lee Fitzpatrick concludes: “The Food and Drink industry across Scotland has been significantly affected by the Covid-19 Pandemic and it’s time to highlight their sustainable products, services and initiatives, supporting them in their recovery after such a devastating year for so many.

“We want this platform to spark important discussions and drive businesses to make a conscious change towards sustainability.”

Those interested in supporting the green recovery of the industry should visit www.foodheroscot.co.uk for more details around how to nominate businesses in the food and drink sector. 

£3 million fund to help tourism industry rebuild

Tourism organisations will be able to apply for funding to promote key visitor destinations in a responsible and sustainable way, helping the sector to recover from the coronavirus (COVID-19) pandemic.

Administered by VisitScotland, the £3 million Destination and Sector Marketing Fund will support eligible groups develop strong visitor marketing campaigns that position Scotland as a year-round destination to the UK and Irish markets.

The fund opens for applications on 1 June and will be split into three tiers, focusing on city, regional and national tourism groups. It is part of the £25 million investment in the tourism sector and will help deliver the post-Covid recovery programme developed by the Scottish Tourism Emergency Response Group (STERG) and the Scottish Tourism Recovery Task Force.

Tourism Minister Ivan McKee said: “It’s been an incredibly difficult year for our tourism and hospitality sectors but, as we begin to reopen the economy and domestic travel resumes, this new fund will help to promote some of Scotland’s most scenic beauty spots to our closest markets.

“The fund stems from the work of the Scottish Tourism Recovery Taskforce and demonstrates our commitment to getting the sector firmly back on its feet again – a commitment backed by £25 million investment. Scotland is one of the world’s most iconic destinations and we must work together to deliver a sustainable recovery.”

Director of Industry & Destination Development at Visit Scotland and Chair of STERG Riddell Graham, said: “The Destination and Sector Marketing Fund has been designed to help accelerate the recovery of Scottish tourism in the immediate to medium term by focusing on the domestic market.

“By using the latest insights, groups across Scotland will develop and promote visitor experiences both sustainably and responsibly to help stimulate demand in the domestic market all year-round.   

“VisitScotland is focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish now and in the future. We’ll continue to work with, and support, businesses to ensure we rebuild this vital part of Scotland’s economy.”

Destination and Sector Marketing Fund guidance

The Fund will be split into three tiers: City Region Award Programme (with awards on offer between £50k and £100k); Regional Destination Organisations and Pan Scotland Sector Groups (with awards between £40k and £80k); and Local Destination Organisations, Marketing Groups and non-Pan Scotland Sector Groups (with awards between £10k and £20k).

Happy Hours!

Hospitality sector granted extended opening hours during summer festivals

Pubs and restaurants in the Capital will once again be able to take advantage of extended opening hours during the festival season this summer.

Edinburgh’s Licensing Board has agreed to allow each on-sale licensed establishment with a seasonal variation in their licence to extend their normal opening times for an additional two hours, if public health guidance allows.

The dates for this year are 6 – 30 August to tie in with the Festival Fringe and the Edinburgh International Festival (7 – 29 August).

Convener of the Licensing Board, Councillor Norman Work, said: “It’s been a tough year for the hospitality sector and as a Board we recognise the need to do everything we can to support licensed premises to help them operate as normally as they can within any COVID-19 restrictions in force at the time.

“The majority of pubs and restaurants have seasonal variations in their licence covering the summer festivals. That means that as long as public health guidance allows, many businesses will be able to take advantage of increased trade with extended opening hours during August, which is great news for the city.”

The Ivy on the Square Summer of Love installation

The Ivy on the Square has been transformed into a floral paradise, complete with a colourful two-seater love swing, to celebrate Edinburgh’s move to Tier 2 restrictions from today (Monday 17 May).

Embracing 2021 as the Summer of Love, guests will walk through a stunning floral ‘tunnel of love’ to reach the brasserie entrance where they can enjoy bespoke 1960s themed cocktails and new summer dishes, with dining until 10.30pm.

Cocktails include the Electric Kool-Aid (£9.75) which blends Absolut Elyx, Plymouth Gin, Havana Club 3 Year Old Rum, Italicus Bergamot Aperitivo and Blue Curacao with lemon juice and Fever-Tree Lemonade; and the refreshing San Francisco Spritz (£9.95) featuring Plymouth Gin, Lillet Rosé, pink grapefruit juice, Fever-Tree Soda Water and prosecco.

To view the full menu and make a reservation, visit TheIvyEdinburgh.com.

COVID-19 crisis devastates Scotland’s visitor attractions

  • New figures show visitor numbers slumped 34 million in 2020, a fall of 63.2%
  • Continued restrictions mean many attractions cannot reopen fully, a survey reveals
  • Staycationers urged to support Scotland’s visitor attractions this summer

New figures have revealed the full impact of the COVID-19 crisis on Scotland’s visitor attractions.

Overall visitor numbers slumped by almost 34 million in 2020, a fall of 63.2%, with 153 sites closed for the full 12 months, according to data from the Moffat Centre for Travel and Tourism at Glasgow Caledonian University.

Edinburgh Castle – Scotland’s busiest paid-for attraction in 2019 – saw visitor numbers drop by 87.2% with figures for Kelvingrove Art Gallery and Museum, in Glasgow, and the National Museum of Scotland falling 85.8% and 79.9% respectively.

Data from the Moffat Centre’s Scottish Visitor Attraction Monitor 2020 shows attractions with large outdoor areas outperformed museums/art galleries and castles.

Edinburgh Zoo was Scotland’s busiest paid-for site last year, attracting 292,631 visitors, a drop of 46.4% on the previous 12 months. Culloden Visitor Centre attracted 182,496 visitors as it recorded battlefield-only visits for the first time and the Royal Botanic Garden Edinburgh was the most popular free site with 452,479 visits.

The Scottish Visitor Attraction Monitor shows the overall number of visits dropped from 53,722,691 in 2019 to 19,785,282, across 638 sites.

Professor John Lennon, Director of the Moffat Centre at GCU, said: “The impact of COVID-19 was felt across all aspects of the Scottish visitor attractions sector as travel was restricted, the international market collapsed and the wider economy was impacted.

“Attractions are an essential element of the Scottish visitor experience. With international tourism unlikely to return until well into 2022, domestic visitors will provide the sole source of income. Their custom will be vital going forward.”

Two-thirds of attractions reopening last week expect to operate with either reduced hours, some facilities closed, or at weekends-only, to keep costs down, according to a survey of operators, carried out by the Moffat Centre in partnership with The Association of Scottish Visitor Attractions (ASVA).

The survey, conducted in April, revealed that one in eight sites will remain closed for all of 2021 without a further easing of coronavirus restrictions.

Industry leaders are now warning many smaller attractions are at risk of closing for good without ongoing financial support from the UK and Scottish Governments.

Gordon Morrison, ASVA Chief Executive, said: “​Whilst the majority of attractions are reopening from this week onward, it’s extremely concerning that so many sites feel it’s not viable for them to open fully, or even at all this year, due to continuing restrictions.

“Our last survey in March revealed the continuation of 2m physical distancing means 54% of attractions are either forced to remain closed or will lose money when they do reopen. Those findings, combined with our April survey, highlight just how vulnerable the attractions sector is and how incredibly challenging its economic recovery will be.

“Now more than ever, this important sector of our country’s £11bn tourism industry not only needs continued government support to survive and thrive but also needs the public to get behind it.

“Visitors can expect the warmest of welcomes and be assured that the highest standards of safety protocols – praised by the Scottish Government as exemplary – have been put in place across the sector for their benefit. 

“And with sites predicted to be at least 30% less busy this year due to the fact that there will be significantly fewer international visitors, those from Scotland and the rest of the UK can take advantage of a rare opportunity to experience our world-class attractions and all that they offer in a uniquely enjoyable, memorable way.”

TOP 10 PAID ADMISSION ATTRACTIONS

Attraction20202019% 20/19 17/16
Edinburgh Zoo292,631545,562-46.4%
Edinburgh Castle276,9502,167,366-87.2%
Culloden Visitor Centre182,496209,011-12.7%
Edinburgh Bus Tours163,429614,928-73.4%
Glenfinnan Monument162,536462,235-64.8%
Culzean Castle and Country Park128,328333,965-61.6%
Crathes Castle103,209153,217-32.6%
Robert Burns Birthplace Museum88,976261,283-65.9%
Stirling Castle79,000609,698-87.0%
The Royal Yacht Britannia67,734357,271-81.0%

TOP 10 FREE ADMISSION ATTRACTIONS

Royal Botanic Garden Edinburgh452,479991,479-54.4%
National Museum of Scotland445,2172,210,114-79.9%
Greyfriars Kirkyard322,3171,273,113-74.7%
Scottish National Gallery304,5601,583,231-80.8%
Kelvingrove Art Gallery & Museum259,9781,832,097-85.8%
Riverside Museum246,9331,364,739-81.9%
Gretna Green Famous Blacksmiths Shop159,304772,448-79.4%
Scottish National Gallery of Modern Art148,204508,090-70.8%
National War Museum124,327805,934-84.6%
Gallery of Modern Art96,391576,689-83.3

*Top 10 Free Admission attractions table does not include Country Park Attractions

Note: The vast majority of attractions closed down between the 13th and 23rd of March 2020 due to the shutdown caused by Coronavirus (COVID-19).

From the w/c 29th June 2020 visitor attractions such as Gardens and Wildlife/Animal were permitted to reopen, however, it should be noted that many did not open until the 1st of July 2020 (or later).

The W/C 15 July 2020 saw a further relaxing of the coronavirus measures, which permitted more visitors attractions, including most indoor attractions, to reopen.

The introduction of the Scottish Government Strategic Framework in October presented more challenges

Hospitality: social distancing guidance clarified

Updated guidance on physical distancing measures has been updated and was confirmed yesterday, says The Scottish Licensed Trade Association. This guidance includes information on calculating physical distancing capacity in public settings.

Some of the new elements of this guidance are effective from 17 May 2021, but operators should read the guidance and take the appropriate steps as soon as possible.

Information on the updated guidance can be found here.

Preparing for a safe and successful summer in the Capital

As Edinburgh prepares for the gradual lifting of lockdown, Council Leaders are looking forward to a safe, sustainable reopening of the economy, and many of the city’s health and leisure venues.

From tomorrow (Monday 26 April), hospitality, non-essential retail and gyms, including Edinburgh Leisure centres, can reopen, with restrictions in place. Leaders have wished businesses and operators well as they get ready to open their doors.

Their comments follow the launch of Forever Edinburgh – The Story Never Ends, a joint campaign between the City of Edinburgh Council, Edinburgh Tourism Action Group (ETAG) and VisitScotland. This encourages people to rediscover the city, its stories and places while supporting local businesses, promoting attractions, shops, bars and restaurants as lockdown eases.

Amongst other restrictions being eased, libraries and galleries will be able to resume services, and in Edinburgh, plans are being drawn up for the phased reopening of libraries and cultural venues over the coming weeks.

Councillor Adam McVey and Councillor Cammy Day also encouraged people to continue following the rules in place, and to take care of their local parks and greenspaces this weekend.

“Council Leader Adam McVey said: “The sun is shining, there’s a good weather forecast for the weekend and we have much to be hopeful about. As we approach 26 April, when COVID restrictions on many businesses will be eased for the first time since Boxing Day, cafes, restaurants, shops and gyms across the city will be making their final preparations.

“We’re doing everything we can to support them, whether that’s our licensing officers working to provide advice and guidance or with partners through our City’s Forever Edinburgh campaign, which is inspiring people to enjoy all the Capital has to offer.

“We’re also gearing up to welcome people back to our libraries and cultural venues in the coming weeks, places I know many people have sorely missed, and we’ll soon be publishing plans to open their doors again, starting with the Central Library (above).

“Edinburgh Leisure will be reopening their leisure centres and swimming pools from Monday too, and I know a huge number of people are looking forward to getting back to their local facilities.

“We’re all excited about a sense of normality being returned, as well as the chance to socialise with friends and family in the sun. Let’s enjoy the weekend responsibly, continuing to stick to the rules and taking care of our outdoor spaces, keeping COVID cases low, preserving our beautiful green spaces and helping Edinburgh to recover safely.”

Depute Leader Cammy Day said: “Together we’ve endured an extremely difficult year, responding to changing restrictions and strict lockdowns which have been immensely challenging to our mental health and, for many, their financial situation.

“I want to take this opportunity to recognise the sacrifices and adjustments made by the many businesses across Edinburgh during this time, and to wish them well as they get ready to reopen on Monday.

“Thanks also to our residents, who have worked so hard to observe the guidance in place, helping to limit the spread of this virus – their efforts have been a crucial factor in our ability to gradually lift restrictions.

“We know what an impact the changes we’ve experienced have had on people’s quality of life, so I hope that the forthcoming reopening of libraries, cultural venues and, from next week, Edinburgh Leisure venues and gyms around the city, will provide a much-needed boost.

Find out more about Council services and support on offer during the COVID-19 pandemic online.

St James Quarter and FUSE launch free training academy for job seekers

FUSE aims to help inspire the next generation of retail and hospitality

Future leaders of retail and hospitality can broaden their skills and knowledge as St James Quarter and FUSE team up to create their first ever virtual training academy – open to anyone currently out of work or looking for a job in retail and hospitality.

Throughout May, The FUSE Academy will host the top names in retail and hospitality, who will share the secrets of carving out a successful career in the industry. Each inspiring and informative session is free to attend and will give expert insight as well as providing valuable training tips for interviewing and creating the perfect CV.

Working with partners across Edinburgh, St James Quarter launched FUSE to provide a high-quality recruitment and training service for the 3,000 jobs it will bring to Scotland when its doors open in June. As well as finding the suitable candidates for each role, FUSE focuses on developing careers by offering training and providing people with opportunities to achieve accredited qualifications. 

St James Quarter Managing Director Nick Peel (above) and Retail Director Gill Moore (below) will kick off the virtual FUSE Academy with an inspiring and in-depth look at their careers and previous roles, which include senior positions at Arsenal Football Club, Rangers Football Club and Harvey Nichols Middle East.

FUSE Manager Calum Nicol, who will co-host the CV workshop session, said: “FUSE is about more than filling roles, it’s about finding the right job for the right person and allowing people to carve out successful careers.

“At FUSE we pride ourselves on helping job seekers not only find work but expand their career prospects by connecting them to courses and accredited qualifications. The FUSE Academy is the perfect way to discover career opportunities and expand your own skillset by learning from some of the biggest names in Scottish retail and hospitality.”

As well as featuring speakers from FUSE and Fair Start Scotland, The FUSE Academy will also welcome experts from some of the biggest brands opening at St James Quarter, including Bross Bagels, Bonnie and Wild and the PVH Group, who represent Calvin Klein and Tommy Hilfiger.

St James Quarter Marketing and Brand Director, Rochelle Burgess, who will be part of The FUSE Academy’s Expert Panel discussion, is delighted to be involved in the virtual training sessions.

She said: “As someone who started out working on the shopfloor, I am so pleased to be able to share my experiences from my career so far.

“There is a common misconception that there are limited career opportunities within retail and hospitality, but The FUSE Academy will dispel those myths, while allowing those who attend to gain valuable CV and interview skills.

“The jobs that St James Quarter brings will have a positive impact on Edinburgh and could also be the first step in a new career for someone, that legacy is something that really excites me.”

The FUSE Academy begins on 6 May, with each 45-minute session covering a different topic each Thursday, throughout the month.

To register, please visit www.edinburghfuse.com/events

The FUSE Academy schedule:

Thursday, 6 May Session One: My Career in Retail – registration

Thursday, 13 May Session Two: CV Workshop – registration

Thursday, 20 May Session Three: Interview Masterclass – registration

Thursday, 27 May Session Four: Expert Brand Panel – registration

Edinburgh’s stories to be placed centre stage in new campaign

What stories might Edinburgh’s picturesque streets, historic buildings and beautiful outdoor spaces tell us if they could speak? This is a question set to be answered by the City’s exciting new marketing campaign: ‘Forever Edinburgh – The Story Never Ends’.

Delivered jointly by the City of Edinburgh Council, ETAG and VisitScotland, the campaign will bring to life the Capital’s dynamic stories and the unique experiences to be had around every corner in the city. The campaign promotes the city’s fabulous attractions, shops, bars and restaurants at a time when lockdown is easing, allowing people greater freedom to travel, meet up and spend time together once again.

Alongside showcasing all that the city has to offer, both in the centre and its eclectic neighbourhoods, the campaign will also shine a light on Edinburgh’s abundance of outdoor spaces, including coastal and waterway locations, and support the recovery of regions surrounding the city. The aim is to show how versatile the city we love to live in is and how it delivers a fantastic visitor experience throughout the year.

Over the next six to twelve months, the campaign will feature a series of summer and winter-themed films that will bring Edinburgh’s fascinating stories to life, from its fantastic folklore and magical myths to its historic shores and waters.

It will tell stories from beyond the grave and take a look at Edinburgh’s tasty past and present. Themed itineraries will invite citizens and visitors to explore undiscovered parts of Edinburgh, with more exciting chapters still to be revealed.

The campaign will also include inspiring imagery and dedicated story-themed content and itineraries on Edinburgh.org. This will be supported by targeted social media promotion and collaboration with industry partners and tourism businesses to help them tell their own stories to their loyal fans and audiences.

The overall aim will be to position Edinburgh as the top UK city break destination among domestic overnight visitors across Scotland and England as it emerges from lockdown, while encouraging citizens to engage more with Edinburgh’s cultural offer.   

We want to encourage businesses and residents to get behind the campaign by sharing their own stories of Edinburgh using #ForeverEdinburgh, to inspire their friends and fellow citizens and help them plan their next outing in Scotland’s capital city.

Councillor Adam McVey, City of Edinburgh Council Leader, said: “Forever Edinburgh – The Story Never Ends’ is designed to inspire people to get out and about safely and confidently as they seek out old favourites and discover new ones – creating memories that will last a lifetime. All the while supporting our vibrant local businesses as Edinburgh gets back to its fabulous self.

“This campaign puts our people, place and environment at its heart and mirrors our longer-term tourism strategy, approved just before the pandemic took hold. We’re sticking with our long-term goals and have mapped out a sustainable way forward for our tourism sector which Edinburgh’s residents asked for. Ultimately, we need a Team Edinburgh approach to deliver on those aspirations. 

“So, I encourage our residents, our businesses from retail and hospitality and our tourism tourism sector to celebrate all that is great about our Capital by telling their own stories and bringing the beauty of our city and landscapes to life.  

“Our story is ever-changing and never-ending, and we want our residents and visitors to be a part of that too, helping support our local economy and our City’s fair, inclusive and sustainable recovery.

Donald Emslie, Chair of Edinburgh Tourism Action Group, said: “The reopening of the sector on 26th April is hugely welcome news and after the turmoil of the last year, it is vitally important that we support the recovery of our tourism and hospitality sector throughout the coming weeks and months.

“We are looking forward to encouraging residents and visitors to get out and about to experience the best our city has to offer and supporting our local businesses in the process.

“We will of-course be doing this in the face of strong competition from destinations right across the UK, all of whom will be working just as hard to attract visitors, particularly from UK and Scottish markets.

“We are therefore delighted to have been champions of the Forever Edinburgh initiative since last year. Chairing the Forever Edinburgh Working Group over the last few months has ensured a true partnership approach which has been gratefully recognised by both VisitScotland and Scottish Government whose funding support has allowed us to develop a promotional platform that can work for all tourism and hospitality businesses across the city. 

“We’d like to invite everyone right across the city to get behind the campaign and to create and share their own stories with locals and visitors alike.”

Paula Ward, Regional Leadership Director at VisitScotland, said: “Edinburgh is Scotland’s tourism crown jewels and this exciting campaign will help to reinvigorate the city’s tourism sector as it recovers from the devastation left by the pandemic.

“It is the city’s stories and people that are the foundation of what makes Edinburgh a world-class visitor destination. Forever Edinburgh will not only showcase the experiences and businesses found across the city but will act as a springboard for the surrounding regions, with dedicated regional pages, spreading the benefits of tourism to the capital in a sustainable and responsible way.

“For tourism is a force for good – creating economic and social value in every corner of Scotland and enhancing the well-being of everyone who experiences it.”

The ‘Forever Edinburgh – The Story Never Ends’ campaign has been part funded by the Scottish Government’s Regional Recovery Fund and VisitScotland’s Market Readiness Fund.

It will build on last year’s successful launch of Forever Edinburgh – a city-wide collaboration of business from the tourism and hospitality sectors, alongside the Council and other partners, including VisitScotland, ETAG and Scottish Enterprise – and the #ShopHereThisYear, a year-long inspirational digital campaign, aimed at Edinburgh residents encouraging them to support local businesses in neighbourhoods across the city, which kicked off late last year.