Mouthpiece: Homecoming a huge success

Published on Saturday 5 December 2009 09:42

NO-ONE said it would be easy. Scores of events across Edinburgh and the Lothians and over 400 events across Scotland, reaching from the Grassmarket to Galloway.

Thousands of businesses, schools and individuals pulling together and an ambitious target to inject millions into the local economy and further afield. But if you aim for nothing you're sure to hit it – so Homecoming Scotland 2009 aimed high.

This year's hugely successful programme wasn't delivered by the tourism industry alone – it was delivered by Scotland. In a testament to the power of partnership, communities decided what their contribution should be and got on with it.

Homecoming was brave and ambitious. There are lessons we can all learn from the dynamism its events encapsulated. It may be the Scots' way to be modest – but now is not the time. Tourism growth is critical to the future of Edinburgh and Homecoming encouraged us all to think big.

The full evaluation will not be available until spring next year, but we're expecting to surpass all targets and Edinburgh is clearly outperforming world trends in tourism. This summer, the city posted an overall hotel occupancy level of 77 per cent, the second highest in Europe.

Visitor attractions saw substantial growth and a host of events attracted record crowds.

In marketing speak, Homecoming helped us sell Scotland to the world.

Homecoming went beyond branding and inspired us to take pride in everything that makes the country we're lucky enough to call "home" so great.

What's next? Homecoming has become a blueprint for successful partnerships and creativity. It's important we build on this and maintain the momentum.

We will do this through an ever-growing, ever-stronger events calendar, a related world-class marketing programme and – most of all – a continuing confidence in what can be achieved through working together.

• Philip Riddle is chief executive of VisitScotland