Hopes are high that as lockdown eases over the next few months, popular tourist destinations will see the return of much needed visitors to boost local economies.
With the early May Bank Holiday approaching, local authorities across the UK are ready to offer a warm welcome to visitors. But warnings have been made about a repeat of scenes from last year that saw a minority of motorists parking irresponsibly, causing chaos and frustration for residents and businesses in and around these visitor destinations.
These communities are now preparing for another year of managing the increased demand placed on staycation hotspots, including providing additional parking facilities in anticipation of the higher number of motorists.
As holiday makers, day trippers and shoppers make a return during the summer season, the parking sector, both public and private, believe everyone needs to play their part, by only parking where it is legally permitted, helping ensure that streets and communities are kept safe, free from congestion, and can be enjoyed by all.
Government is also being urged to increase the options and sanctions available to local authorities to tackle the worst offenders. These measures could see an increase in the top level of penalties as evidence from last summer shows that the current rates are not an effective deterrent to antisocial and selfish parking.
Caron Fassetta, Director of Communications and Membership at the British Parking Association said: “‘What we saw last year was unprecedented. And there is good reason to anticipate that some people will once again ignore the rules, causing obstruction, and endangering the lives of other road users, especially pedestrians.
“Safety is our top priority. If we all do what’s right, residents as well as visitors can enjoy the holiday season. In short, we’re asking motorists to ‘Be Kind – Park with others in mind‘.”
Richard Walker, Parking Partnership Group Manager at North Essex Parking Partnership expressed concern the situation could worsen if stronger action is not taken: “The real impact of so many people thinking antisocial behaviour and poor parking is acceptable is that it increases congestion, contributing to additional pollution and rising frustration from people living in these areas.
“Simply put – lives are at risk, as journey times for emergency vehicles get longer, disabled and visually impaired people, and parents with pushchairs are forced into the path of moving vehicles, and overcrowded destinations make it impossible for everyone to socially distance.”
The BPA’s Selfish Parker campaign encourages people to respect others and think before they park. Parking restrictions exist for a reason and ‘It’s not ok to park, where it’s not ok to park’.
The BPA has some top tips for those planning to visit tourist hot spots:
Plan your visit – search the location for parking facilities and if possible, book parking in advance.
Find alternatives – to the most popular parking locations by parking further away from your final destination, this could save you time too.
Park responsibly – only park where it is permitted, respect the people living in the community you are visiting and be kind.
Don’t obstruct – pavements, private driveways, or impede access for emergency vehicles.
Don’t litter – take it home with you or find a rubbish bin.
Don’t be idle – turn your engine off when in stationary traffic or when you are parked.
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.
Edinburgh College is providing industry specific training to help hospitality and tourism businesses hit the ground running when the sector is allowed to reopen.
The training which allows SMEs up to £5,000 free training provided through the Flexible Workforce Development Fund (FWDF), is available straight away to help people upskill, reskill and give confidence to those who have been unable to work due to the pandemic.
Hospitality businesses are encouraged to attend a virtual information event hosted on Zoom on Wednesday 24 March, to find out more about Edinburgh College, the FWDF, and how the College’s Training and Development team can liaise with them to design and deliver bespoke training packages with courses to suit all employer and employee needs.
Courses range from REHIS Food Hygiene and Allergy Awareness through to Customer Service and Communication Skills, and Mental Health.
Businesses which pay the Scottish Government apprenticeship levy can apply for up to £15,000 worth of training, while SMEs can apply for up £5,000 of training without any contribution.
Edinburgh College Commercial Development Manager Liam Conway said: “We are excited to be hosting this information event for Hospitality businesses across Edinburgh and the Lothians.
“It is our hope that Hospitality businesses will be able to welcome visitors and guests back into their premises soon. In the build up to that becoming the case, Edinburgh College is ready to deliver training to Hospitality employees in time for their reopening – allowing firms to ensure employees’ continuing professional development and retraining is in place ahead of customers’ return.”
The virtual information event is taking place on Wednesday 24 March from 12 – 12.30pm.
A wee bit away from North Edinburgh, but a destination to dream about if we ever have foreign holidays again …
South West Tenerife has become Europe’s first Whale Heritage Site, a global certification developed by the World Cetacean Alliance and supported by World Animal Protection, that recognises outstanding destinations for responsible and sustainable whale and dolphin watching.
The site at Tenerife-La Gomera Marine area offers tourists an easy way to select responsible whale and dolphin watching in the wild and gives the travel industry a way to move away from selling wildlife entertainment activities and select ethical practices instead.
Tenerife is popular with UK tourists and a famous spot to see whales and dolphins in the wild. The accreditation of the site in South West Tenerife recognises the community´s commitment to respect and celebrate these animals. Twenty-eight cetacean species can be found in the island’s waters including short-finned pilot whales, sperm whales and bottlenose dolphins.
This site and one in Dana Point, California, USA also announced today, join the only other two Whale Heritage Sites in the world: The Bluff, South Africa and Hervey Bay, Australia.
“Whale Heritage Sites play a vital role in showing a responsible and sustainable alternative to wildlife entertainment activities,” said Katheryn Wise, Wildlife Campaign Manager at World Animal Protection.
“While travel is temporarily on hold for most of us, when it does resume it is up to all of us to make responsible choices. These sites will help promote tour operators who protect the welfare of marine wildlife while offering tourists the chance to experience these animals free and thriving in the wild, where they belong.”
Elizabeth Cuevas, Whale Heritage Sites Manager at World Cetacean Alliance, said:“The designation of Europe’s first Whale Heritage site is a wonderful step forward for responsible tourism.
“We believe the site is fast becoming a world leader in sustainable whale and dolphin watching and this certification will help the local community by recognizing responsible whale watching practices supported by the latest research and conservation efforts.”
Becoming a Whale Heritage Site will ensure that visitors are contributing to destinations that celebrate their natural heritage, protect marine wildlife and build a connection between local residents and sea life.
In addition to the opportunity to observe cetaceans, vibrant festivals and other events celebrate the marine environment and provide education and inspiration for tourists and locals alike.
Tenerife-La Gomera Marine area´s location in tourist hot-spot Tenerife is popular with the island’s 6 million annual visitors1. The importance of the tourist industry to the local area is reflected in the local and national regulatory frameworks, which provide formal protection of the marine ecosystem, with two Special Areas of Conservation (SACs) and a strong legislative framework protecting cetaceans.
To qualify for Whale Heritage Site accreditation, candidate destinations must meet set criteria which recognises their commitment to cetacean conservation through responsible wildlife interactions and sustainability. These include:
Encouraging respectful human-cetacean coexistence
Celebrating cetaceans
Environmental, social and economic sustainability
Research, education and awareness
In meeting Whale Heritage Site criteria, sites must take into account information relating to the relevant local cetacean populations including their status, numbers, biology, habitat, behaviour and welfare.
Tourism and hospitality businesses across Scotland are to benefit from a £104.3 million package of support in the New Year.
The funding is part of the short term response to the Scottish Tourism Recovery Taskforce recommendations and follows lengthy discussions with industry to target support specifically where it is needed the most.
It is part of the £185 million package previously announced by Finance Secretary Kate Forbes. Further work will be urgently undertaken to establish what additional support is needed in light of the announcement to move mainland Scotland to level 4 and the Scottish islands to level 3 from Boxing Day.
Businesses required to close by law are currently able to claim up to £3,000 every four weeks through the Strategic Framework Business Fund.
Areas set to benefit include:
£19.2 million to provide one-off grants for hospitality businesses
£50.8 million for businesses with a rateable value of more than £51,000 that have not received support from the Pivotal Enterprise Resilience Fund or Hotel Support Programme and some additional support to smaller businesses impacted by restrictions
£11.8 million for international inbound, coach tourism and domestic tour operators
£7 million for self-catering
£5 million for visitor attractions
£2.5 million for outdoor tourism
£2.3 million for hostels
£2 million for ski centres
£1.5 million for travelling show people ineligible for other support
£1.2 million for Destination Management Organisations
£1 million for B&Bs and guest houses excluded from the latest Non Domestic Rates scheme
Tourism Secretary Fergus Ewing said: “It’s been a particularly bruising year for our tourism and hospitality sectors. The COVID-19 crisis has shattered previously successful businesses and we are committed to doing everything possible to get them back on their feet. These funding streams seek to throw a lifeline to some sectors that we know are particularly vulnerable and may not have access to help from other sources.
“We’ve already invested well over £2.3 billion to support businesses across Scotland, including 100% rates relief for pubs and restaurants but we know this is not enough. The restrictions, as necessary as they are, continue to have a profound effect and it is fair to say that tourism and hospitality businesses are feeling it more than most. This funding will provide a vital lifeline in the build up to what should be much of the industry’s busiest time of the year.
“The funding aligns in the short term with many of the tourism taskforce’s recommendations and I am grateful to it for its work on this.
“Clearly, in light of the enhanced restrictions announced at the weekend to control the spread of the virus, we will be undertaking further work on what additional support is needed by businesses, including for the longer term. There is a need to move quickly to ensure the sector is adequately supported and ready to go again, when the time is right.”
Scottish Government officials tried to block a tourism campaign to encourage visitors from the rest of the UK to come to Scotland, according to the Daily Mail.
Emails between Visit Scotland and the Scottish Government show that government officials altered a press release removing references to England and Northern Ireland. However, Visit Scotland highlighted the pressure they were receiving from the tourism industry to target tourists from the rest of the UK.
The tourism body say they have still not extended the campaign to the rest of the UK due to Scottish Government guidance.
Figures from Scottish Enterprise show that UK based tourists made up 77% of overnight tourism trips in Scotland in 2018.
A recent study by the University of Edinburgh Business School said that UK visitors are most interested and able to afford visits to Scotland and should be targeted, according to The Times.
Lothian MSP, Miles Briggs, said:“Tourism is a key part of Edinburgh’s economy and decisions by SNP Ministers are actively hurting the capitals economic recovery.
“English, Welsh and Irish tourists are welcome to Edinburgh, despite the SNPs nationalist agenda.
“Local coronavirus guidelines must still be followed, but sending this message to the rest of the UK about visiting Scotland is not helpful.
“With international free movement being limited for the foreseeable future, tourism from other parts of the UK will be more important than ever for getting Edinburgh and the South East of Scotland’s economy back on track.
“It is vital that we protect and global reputation of Edinburgh as an inclusive and welcoming city – that fundamentally starts with our brothers and sister in other parts of Britain.”
A new organisation has launched to help Scotland’s beleaguered tourism sector make a sustained recovery driven by technological innovation.
Traveltech for Scotland will build a support network for travel technology pioneers whose ingenuity could help turn the sector around following the devastating impacts of Covid-19.
The venture will create opportunities for businesses, including digital tour operators, online booking providers and companies developing robotic devices that improve the hotel experience.
Traveltech for Scotland will foster an online community of entrepreneurs, promote industry events and create a digital marketplace to encourage growth in the sector.
It builds on the country’s traveltech leadership, demonstrated by pioneers such as flight-booking giant Skyscanner, hotel guest app provider Criton and trip-planning company Whereverly.
The £342,000 initiative – led by the University of Edinburgh and funded via the Scottish Government and Scottish Enterprise – will tap into Scotland’s research excellence and seek to nurture the country’s tech graduate talent.
Traveltech for Scotland involves two strands of the University of Edinburgh – its commercialisation service, Edinburgh Innovations, and the Edinburgh Futures Institute, which has a particular focus on harnessing big data and digitisation to promote social good.
Scottish Government Cabinet Secretary for Rural Economy and Tourism, Fergus Ewing, said: “The tourism and hospitality sector has been hit hard by this pandemic and we do not underestimate the crisis this has created.
“Protecting jobs and businesses is a key focus of the Scottish Government’s efforts to respond to the pandemic.
“As we start to see more and more of the sector re-opening, the launch of Traveltech for Scotland will support the sector further in its road to recovery. I welcome this innovative approach and look forward to seeing how the community is strengthened as a result.”
The Chief Executive of Scottish Enterprise, Steve Dunlop, is confident Traveltech can support economic recovery in communities that rely on tourism and help the sector to ‘build back better’ by developing sustainability and resilience.
Mr Dunlop said: “By bringing together our digital and visitor economies, there’s a real opportunity for the Scottish technology sector to lead the way in creating innovative solutions to the challenges faced by the tourism industry on a global scale.”
The newly appointed Director of Traveltech for Scotland, Joshua Ryan-Saha, of the Edinburgh Futures Institute, believes it is in moments of great crisis that new ideas are born.
He said: “The travel industry faces unprecedented challenges and we need to invest now in Traveltech to build a better, more resilient and sustainable future for Scotland’s travel industry.”
COVID-19 has impacted heavily on the travel, tourism and hospitality sectors, forcing redundancies and reduced operations for airlines, hotels, bars, restaurants and tech businesses, and leading to the cancellation of Scotland’s major events and festivals in 2020.
In 2018 Scotland’s tech industry was valued at £4.9 billion, with over 100,000 people employed in the sector. Demand for tech recruits continues to grow rapidly: it is estimated that Scotland needs around 13,000 new people to work in tech every year.
The CEO of the Scottish Tourism Alliance (STA), Marc Crothall, said the launch marks a vital step forward in providing Scotland’s tourism businesses access to new technology solutions, which can build customers’ trust around virus control and safety.
He said: “It will offer reassurance that challenges can be overcome to aid a sustainable recovery for the industry and, I hope, put Scotland on the map as a leading destination for travel technology.”
Traveltech for Scotland is initially a three-year project funded under Scottish Enterprise’s Cluster Builder programme – supported by the 2014-20 European Structural and Investment Fund through a programme of jointly funded projects with the European Regional Development Fund (ERDF), and managed by the Scottish Government.
A total of up to £342,000 has been allocated towards creating a Cluster Builder for traveltech in Scotland over three years. The ERDF contribution is up to £171,000.
Lothian MSP Miles Briggs has welcomed the boost. He said: “The creation of Traveltech is a positive move for Edinburgh’s tourist industry, which has been hit so hard by Covid-19 and lockdown.
“Social distancing has created many challenges for tourist businesses and the development of technology to allow companies to make a profit and keep people safe is welcome.”
ForeverEdinburgh encourages residents and visitors to share what they love about Edinburgh and invites them back into the city
Campaign is a joint initiative from Edinburgh Tourism Action Group, City of Edinburgh Council and industry partners
Tourism and hospitality industry is one of the worst hit by the COVID-19 pandemic
A new initiative to support Edinburgh’s hard-hit tourism and hospitality industry has gone live. The ForeverEdinburgh campaign has been developed by the Edinburgh Tourism Action Group (ETAG), working closely with the City of Edinburgh Council and industry partners from across the sector, including hoteliers, visitor attractions, bars and restaurants, events and festivals and transport.
The campaign aims to maintain Edinburgh’s position as the UK’s top visitor destination outside of London, attracting over 4 million visitors a year and employing 34,000 of the city’s 513,000 residents. Its launch follows the recent relaxation of lockdown restrictions for many parts of the tourism and hospitality sector which has allowed businesses to reopen over the last month.
Edinburgh’s tourism sector has gone from strength to strength in recent years but has seen a very dramatic reversal of fortunes recently. It was only a few short months ago that the key challenge was how to address the concerns around over tourism in the city.
However, the impact of the COVID19 pandemic has hit the city particularly hard and while the relaxation of lockdown rules has seen a boom in staycations in more rural parts of Scotland, visitors remain cautious about visiting city locations and key draws to the city, such as major events, festivals and business conferences have had to be cancelled.
The ForeverEdinburgh initiative aims to ‘inform and inspire’ residents and visitors alike, giving them the confidence to come into the city by communicating the new safety measures in place right across the city, ensuring people feel prepared and reassured.
A new website soon to be launched, will provide information to help people plan their visit responsibly as well as recommend things to see and do and, for those from further afield, where to stay.
Edinburgh residents and visitors will be invited to share what they love most about Edinburgh using #ForeverEdinburgh. From local walks and cycle routes to favourite restaurants or the best place to get a cappuccino, ForeverEdinburgh will inspire people to get into the city again, whether that’s to revisit an old gem or discover a new one.
Local businesses are encouraged to engage with the ForeverEdinburgh campaign and be part of a united, city-wide movement with increased visibility and social engagement through #ForeverEdinburgh.
A digital toolkit with flexible campaign assets designed for easy integration with existing brand and marketing collateral will be available to download at www.etag.org.uk.
Donald Emslie, Chair of ETAG, said: “The impact of COVID-19 and the implications for the tourism sector in Edinburgh are unlike anything we have experienced before. It was clear from the very early days of the crisis that Edinburgh’s tourism sector was going to be particularly hard hit, putting many jobs and businesses at risk.
“It was also clear that a new approach to promoting the city’s tourism offer would be required, making public health issues the top priority to ensure the safety of residents, visitors and those working in the industry.
“A key challenge is also the rapidly changing situation, so rather than create a traditional tourism marketing campaign, the #foreveredinburgh initiative is designed to ‘inform and inspire’ people and importantly create a platform which tourism businesses of all types and sizes can be part of.
“ETAG recently surveyed the city’s tourism sector and this demonstrated that their collective social media reach is over 3 million followers, so working together and harnessing this huge resource to promote the city creates a very strong voice for the city.
“ForeverEdinburgh will also encourage residents and visitors themselves to share what they love about the city, creating a genuine ‘Team Edinburgh’ effort to support the many jobs and businesses that rely on visitor income and contribute to the wider city economy, and so we are hoping as many people as possible will get behind the Forever Edinburgh campaign.”
Adam McVey, Leader of City of Edinburgh Council said: “There is no underestimating how important tourism and hospitality is to Edinburgh, whether that’s in terms of our city’s economy, local businesses and jobs or our residents’ wellbeing and enjoyment.
“We’re lucky to have such an incredibly vibrant and varied offering at our fingertips – in part driven by the high levels of visitors that our beautiful city attracts – and we need to act urgently to provide support to our local businesses and help build the industry back to be as sustainable and resilient as possible.
“At the same time, we have to carefully balance this support with ensuring that Edinburgers can enjoy these businesses safely and without compromising their own health or that of others.
“Like all of our recovery efforts, we’re taking a Team Edinburgh approach to backing and implementing the campaign and we’re confident that by working together we can encourage Edinburgers to rediscover parts of their city safely and fall in love with it all over again. We’ll not only see the buzz that we’ve missed so much return to our streets, we’ll also see a positive impact on our local high streets across the city to boost local business and help protect jobs.”
The ForeverEdinburgh campaign has been created in partnership with Edinburgh-based The Lane Agency, who have an award-winning track record with high-profile destination campaigns across Scotland and Northern Ireland.
Chris Bruce, Director of The Lane Agency, said: “We’ve worked on City of Edinburgh campaigns in the past, however this one was more poignant and important than ever.
“We’ve all experienced eerily silent offices and shops and share a desire to see Edinburgh safely returning to the vibrant, buzzing city we know. It has been a privilege working on a campaign that will reintroduce the city to its residents and visitors.”
Elaine Green, Edinburgh Capital Group, commented: “Edinburgh Capital Group members are delighted to cement their role as reasons to visit Edinburgh by being part of Team Edinburgh’s #ForeverEdinburgh campaign and hope it will encourage locals to get to know their beautiful city better and the array of attractions, tours and events it has to offer.
“Our members are all certified by the UK-wide ‘We’re Good to Go’ scheme and ready to welcome visitors.”
Neil Ellis, Chair Edinburgh Hotels Association, said: “The Edinburgh Hotels Association as a #ForeverEdinburgh partner, is grateful to ETAG for spearheading on this very much welcome and needed campaign for our amazing capital city. Our members stand ready, as they always have, to safely welcome guests from near and far for that no doubt, well-earned city break.
Lyndsay Wilkie, Director, Business Development at The University of Edinburgh who run three hotels and multiple venues across the City, said: “Edinburgh’s tourism and hospitality industry has always been so vibrant and something we are all proud of, which is why it makes it so hard to see the City’s hotels, venues and restaurants so quiet at what would normally be our busiest time of the year.
“That’s why we are delighted to be partnering with ETAG, City of Edinburgh Council and other key industry partners on the #ForeverEdinburgh campaign, as it’s now more important than ever that we come together to showcase what Edinburgh has to offer.
“I know how much energy we’ve put into making our hotels and venues safe for our guests and delegates, and we are lucky that our City has so much green and open space for our visitors to enjoy, this campaign will help us all to tell this story and give confidence to our guests of the future.”
The ForeverEdinburgh campaign is jointly funded by City of Edinburgh Council, ETAG and industry partners. The core objectives of the initiative are to maintain Edinburgh’s position as a top visitor destination, to drive footfall in a safe and responsible way, and ultimately safeguard jobs and businesses right across the city’s tourism and hospitality industry.
Edinburgh Napier University and Scottish Enterprise deliver sector-wide recovery initiative
From April to June, four themed workgroups reviewed the challenges facing Scottish tourism as it reeled from the impact of Covid-19. The scale of the challenge facing the sector – one of Scotland’s largest employers – was obvious from the first day of lockdown and, ultimately, more than 85% of personnel have been furloughed over the period.
In response, in March, Scottish Enterprise and Edinburgh Napier University, the partnership which runs the ground-breaking Destination Leaders Programme (DLP), acted to harness the experience and expertise of more than 120 DLP alumni, launching DLP Assembles to support a pathway to recovery.
“When we launched, the aim was to provide identified actions, outputs and outcomes to help recovery,” explains Professor Jane Ali-Knight of the Edinburgh Napier Business School.
“Involvement was designed to ensure participation came under the acceptable category of professional training for ‘furloughed’ professionals, and we used the DLP alumni network to form the project groups to ensure a good mix of experience and expertise. We also matched the workgroups with mentors and professional support to guide participants on their themes and tasks.”
DLP alumni used their connections to bring together the network of professionals who considered each theme – guided by weekly discussions with mentors drawn from DLP alumni and Edinburgh Napier. Mentors helped focus each group’s actions around the Scottish tourism strategy, Scotland Outlook 2030, and provided regular updates on government funding and initiatives.
Aileen Lamb from Scottish Enterprise adds: “We wanted the programme to encourage innovative thinking across a range of themes, but most importantly we wanted to help maintain and extend participants’ professional skills, expertise and experience, and their networking during furlough.
“This project was built upon the alumni network of the Destination Leaders Programme. It is an excellent example of successful collaboration across academia, the public sector and the tourism industry. What Covid-19 has shown us, despite empty hotels, attractions and airports, is the passion, innovation and resilience of the people who work in this critical industry.”
Kenneth Wardrop, a fellow DLP founder, adds: “Using the DLP alumni we were able to act quickly and ensure we coordinated with groups such as Edinburgh Tourism Action Group and the Scottish Tourism Emergency Response Group.
“Everyone involved is to be commended for the quality, professionalism and practical solutions identified. They will all be vital in adjusting business operations to post Covid-19 challenges, and the longer-term strategic planning for the recovery of the sector.”
The practical recommendations of each workgroup were presented in individual online sessions in June.
An undoubted highlight has been an interactive toolkit for visitor attractions and experiences, which is now hosted on the VisitScotland website. The Toolkit includes case studies from across the world and suggests technological solutions to suit different budgets, as well as short, medium and long-term ideas.
“It covers everything from online ticketing and social distancing, to moving content online and creating your own podcast,” explains Thayanne Scardini, who volunteered to work on the Toolkit workgroup with fellow tourism professionals Karin Gidlund and Jemma Reid.
“We believe the Toolkit will be a great starting point for attractions and experiences who are looking into diversifying through technology, helping to prepare them for a safe reopening for both visitors and staff, whilst meeting visitors’ expectations and improving customer experience. It has many recommendations for applying technology that can also be helpful for other sectors as well.”
For Antony Carter, and his fellow participants on the Business Events workgroup, they quickly realised that – whether global chain or local venue – the priority going forward is to find ways to reassure clients that operations are safe.
“In the past, operational staff at events were meant to blend into the background; going forward clients and attendees will want to see the operational team front and centre – whether they are cleaning or managing movement around a venue.
“Our report recommends ways that venues can demonstrate how they have alleviated risk effectively, and that includes collaboration throughout the supply chain.”
For Colin Corson and the Whisky workgroup, ‘collaboration’ also became their watchword: “Whether you are a self-catering provider who wants to welcome guests with a fridge full of local produce, (and a local malt of course), or two attractions selling combined tickets online to avoid the need for queuing, collaboration is vital to future success.
” It can minimise congestion in local shops; help improve the experience for guests and local businesses; and help local communities – as well as visitors – feel safer as they move forward.”
From conception to conclusion, collaboration is the theme that sums up the ‘Pathway to Recovery’ project.
Jane Ali-Knight adds: “The University is incredibly proud to have worked with Scottish Enterprise to lead and drive this project forward. We applaud the hard work of all the workgroup participants, against the backdrop of the many challenges of lockdown, and the professional uncertainty, anxiety and disruption.
“That hard work was marked by the presentation of Certificates of Participation to all group members on Friday 10th July.”
Holyrood’s Culture, Tourism, Europe and External Affairs Committee has today issued a call for views from the culture and tourism industry on the current Covid-19 crisis.
The committee is seeking to consider how best the industry can be supported during this unprecedented time.
The Committee will use feedback received to recommend how the Government should provide effective support that mitigates the devastating impact the virus is having on the industries.
The Committee has set no deadline for responses. The call for views will remain open on an ongoing basis and will provide a forum for raising issues of concern.
Committee Convener, Joan McAlpine MSP said: “These are unprecedented times and the Committee is here to listen.
“As the weather warms our tourism industry should be coming into its high season. Instead hotels are empty, pubs are dry, and theatres are quiet. Visitors have been told not to travel to rural areas for understandable reasons, but that will have a devastating impact on tourism business in some already fragile local economies.
“The protection of life and the ability of the NHS to cope as the virus spreads has rightly been the priority but the long-term impact that Covid-19 has created will last longer than any lockdown.
“Scotland relies heavily on its tourism and culture industry and it is vital that our industries are supported effectively during this crisis, so that they can come back and contribute to the economy once more.”
Deputy Convener Claire Baker MSP said: “Mitigating the impact of this crisis must be a top priority of the Scottish Government, as it is for the Committee.
“The mass cancellation of events and the effective lockdown of tourism will have a profound lasting effect. We will be working with the Cabinet Secretary to ensure all that can be done is being done.”
The committee will publish responses on its website on a regular basis over the coming weeks and months.
