Stay-at-home holidaymakers told Capital's a prime-time destination

Published on Wednesday 3 September 2008 09:44

IN recent years, images of the Capital have been beamed across the world in a bid to encourage an ever-growing number of international visitors to the city.

The surge of new flights into Edinburgh has helped account for a big rise in visitors from countries including the United States, Germany, Australia and France.

But now, with the drop in the value of the pound and the effects of the economic downturn causing people all over the world to re-assess travel plans, tourism bosses are turning their attentions to stay-at-home Britons to keep Edinburgh's tourism sector booming.

National tourism body VisitScotland has booked a series of prime-time slots on television as part of a 1.5 million campaign to keep the city's tourism sector buoyant. The advert is to feature between programmes including Emmerdale, Coronation Street and Inspector Morse.

Among the images of Edinburgh to feature will be the Hogmanay festivities, a Scotland versus South Africa rugby match and a performance by the Scissor Sisters at the Ross Bandstand.

Sinead Guerin, VisitScotland's regional director, said: "Edinburgh has a fantastic range of events, and it is important we look to our strengths during this period of economic uncertainty.

"VisitScotland has a clear and consistent marketing strategy but we have the ability to change our tactics to react to any situation and this is exactly what we have done by targeting UK consumers.

"The current economic climate gives us the potential to really target the domestic market on the back of visitors choosing to stay at home.

"It is particularly relevant to promote our events as we are building towards Homecoming Scotland 2009, which will see 100 superb events taking place across the country."

The week-long television advertising campaign, starting later this week, will run on ITV, Channel 4, Five and satellite channels across the UK during the intervals of popular programmes and films.

As well as the TV advertising, 25 massive outdoor posters will be put up around main arterial routes in London encouraging people to "choose Scotland".

Brand new digital cross-track advertising will also be used in 30 London Underground stations.

The campaign is trying to take advantage of a growing trend among Britons to holiday in the UK following the changing value of the euro making European holidays more expensive.

The most recent VisitScotland data showed that UK residents take an annual 2.28m trips to Edinburgh, spending 585m in the area. It compares to 1.24m overseas trips spending 439m.

City pipped again in travel poll

THE Capital has been named as the second most popular city in the UK by readers of a top travel magazine.

Edinburgh was named behind only London for the fourth year in a row by the annual Cond Nast Traveller survey.

Edinburgh has made it into the top ten every year since the awards began in 1989. It has also topped the list three times in the past ten years.

VisitScotland's regional director, Sinead Guerin, said: "The Cond Nast Reader's Travel Awards are a prestigious benchmark so to be voted second top UK city is a fantastic achievement.

"Edinburgh is a great city break destination offering visitors a rich choice of attractions and cultural experiences.

"To have this officially recognised with another accolade for the city firmly positions Edinburgh as one of the best tourist destinations in the world."