Catherine Salmond: City's ship could come in if cruise chiefs set right course

Published on Tuesday 10 February 2009 08:45

THERE is little doubt over Leith's long-standing international reputation for seafaring. The two are synonymous.

Steeped in maritime history, the port was once a great centre for both the fishing and whaling industries, as well as a vital gateway for coal and eye-catching ships laden with exotic goods arriving in Scotland from far off locations.

But those days are gone and Leith's future is now heavily focused on regeneration – breathing life into an area which for so many years has simply been a shadow of its former self.

As part of a 700 million scheme incorporating state-of-the-art hotels, housing, shops, restaurants and new civic spaces, developers are desperate to fulfil their ambitions to bring people back to the area – using the sea.

They want to do this by cashing in on a worldwide boom in cruise ship traffic, by creating a deep water jetty that will allow some of the most elaborate vessels to make their way to Edinburgh, bringing with them tens of thousands of passengers every year with money to spend.

At least 12m is already generated for the Capital each year by the limited number of cruise ships that arrive in the city.

The launch of a new body specifically to promote Scotland as a cruise ship destination could not be better timed for developers. Initial work in Leith – at what is currently being called Edinburgh Harbour – is likely to begin within the year.

The body, which unsurprisingly is to be named Cruise Scotland, will be showcased at its official launch next month, at the top industry event of the year – the Seatrade Cruise Shipping Exhibition and Conference, in Miami.

Leith councillor Marjorie Thomas welcomed the launch of Cruise Scotland. She said: "I think everything that could be done, should be done to encourage more cruise liners to stop at Leith. If cruise ships are coming to Scotland, then it should be an automatic choice of place to berth. We should all be joining forces to promote it as a destination.

"It could bring huge benefits to Leith. There is already a lot to offer visitors there. There are some brilliant restaurants along the shore, as well as shopping at Ocean Terminal and walks along the sea front. Once the trams are completed, they will be taking people right from the waterfront to the city centre."

It already has the backing of many key destinations across the country and Forth Ports – the developers behind plans for Leith – have confirmed they have been involved in many cross-party talks.

In a cruise tourism study by VisitScotland, analysts stressed that unlike Wales, Ireland or the Baltic, Scotland did not have a dedicated cruise marketing group to promote the country's ports.

Scotland, even now, is still only represented under the Cruise UK umbrella group, with experts stressing that it, "at the very least needs a quality piece of cruise literature or a good website that highlights all the assets of the country".

The head of VisitScotland's international marketing, Denise Hill, said it was "great" to see the cruise industry working together.

She said: "In the current economic situation, this kind of joint working is important, as is a focus on improving the quality of our visitors' experience while they are in Scotland.

"The international cruise market is set to grow and we are keen to understand more of the opportunities presented by new types of cruise passenger."

Ultimately though, just how successful Cruise Scotland will be to Leith will depend most significantly on money and how much is generated and pumped in to help make the port's cruise ship dream a reality.

Executives behind Cruise Scotland are heavily guarding such details until next month but have revealed that the body has the support of Scottish Enterprise, Scottish Development International, HIE and VisitScotland.

Chairman Richard Alexander – also managing director of Leith-based Morrison Tours – said the aim of the group was to "reinforce and grow Scotland's position in the international cruise market".

A three-year marketing plan has already been developed and the creation of a website and brochure is under way.

Mr Alexander said: "The number of cruise ships operating in North Europe continues to grow and Scotland must be in a position to compete with other destinations to ensure operators include our ports in their itineraries.

"With the pound weaker against the US dollar and the euro, there is now even greater scope to encourage the cruise lines to choose Scotland in their programmes."

And it seems that Edinburgh City Council will give any opportunity to work with Cruise Scotland a big thumbs up. The support of the authority will obviously be a key part in whether or not Leith can benefit from the worldwide publicity drive.

Councillor Tom Buchanan, convener of the Economic Development Committee, said the council will, "warmly welcome" any initiative to promote Edinburgh as a cruise destination.

So, watch this space. Maybe soon, Leith's tired docks could be lined with the world's most spectacular multi-million-pound cruise ships.