Prepared & Presented By:

Lynn Jones & Sean Morgan

Presentation Date: Wednesday 21st July 2010

Analysis Period: October 2009 – March 2010

Tourism: major driver of economic growth Monitor trends and identify strengths/weaknesses LJR commissioned to undertake Edinburgh Visitor Survey in August

2009 using Visitrac - LJR’s 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

Visitor profileVisitor profile

Visit activitiesVisit activities

Type of visitorType of visitorGetting into and around EdinburghGetting into and around Edinburgh

Traffic ratings 2009-2010 2008-2009 2007-2008

Public buses 8.16 8.18 8.42

Road signposting to the city 7.31 7.36 7.37

Road signposting within the city 6.27 6.71 6.65

Parking (ease and cost) 5.29 5.36 5.20

Staying visitorsStaying visitors

Customer Service

2009-2010to previous

period

All hotel 8.06 -0.06

Luxury superior class hotel 8.69 0.03

Mid range quality hotel 8.21 0.32

Standard or budget hotel 7.39 -0.41

Guest House / B&B 8.70 -0.11

Overall ratings average*

2009-2010to previous

period

8.19 -0.05

8.66 -0.03

8.35 0.00

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

Visit ratingsVisit ratings

Best aspectsBest 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.”

Suggested improvementsSuggested 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 isn’t

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.”

ExpendituresExpenditures

Averages 2009-2010

2008-2009

2007-2008

Nights stayed 3.07 3.14 3.18

Group size 2.01 2.01 1.98

Total expenditure(per person per day)

£76.27 £70.07 £71.89

Monthly summary reportsMonthly summary reports

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