Tourist smart card sales on increase despite downturn

Published on Thursday 25 June 2009 10:08

SALES of a smart card that provides access to many of Edinburgh's visitor attractions have soared, despite the slowdown in consumer spending.

New official data shows that the Edinburgh Pass racked up 9, 000 sales in the year to April 2009, a 4.5 per cent increase on the previous year.

Sales are said to have been buoyant over Easter, with revenues more than double Easter 2008 takings.

While tourism bosses say that the sales are encouraging, they remain less than a quarter of the initial targets of 40,000.

Three top city attractions – Edinburgh Castle, Royal Yacht Britannia and the Palace of Holyroodhouse – refuse to join the scheme, which is said to have left it with no chance of matching its initial target.

Sinead Feltoe, regional director of VisitScotland, which developed the 110,000 card, funded by Scottish Enterprise Edinburgh and Lothians and the city council, said: "To have doubled sales over Easter is a sign that the pass is doing well, but also shows that people are looking for value.

"It is great to see that growth and we are continuing to grow sales internationally, working with travel agents and other agents like Expedia. When people are looking for value, this is a great example of groups working together."

As well as the one-day pass for 24, visitors can buy a two-day pass for 36 or three days for 48. Child prices are 16, 24 or 32.

The card gives free access to a range of attractions, including Camera Obscura, Dynamic Earth, National Museum of Flight and Royal Botanic Garden, as well as free buses and returns to the airport, but the absence of the Castle, Britannia and Holyrood Palace is said to make it unlikely that the initial target of 40,000 sales will ever be achieved.

Ms Feltoe said: "Every year they are given the opportunity to come on board. Maybe they'll make the decision as the product grows but they've got to make their own decision in terms of discounting.

"The 40,000 target is from the feasibility study on the product, when we were looking at the likes of the Castle, Holyrood Palace and the Britannia being involved. But when you don't have the top attractions, you can't achieve those figures so we have had to adjust our targets."

Graham Bell, a spokesman for the Edinburgh Chamber of Commerce, said: "In the present climate, five per cent growth has to be regarded as an achievement."

"Clearly, the product would be more attractive if it included the three big hitters. One wonders whether this message on sales would make it an appropriate time for them to reconsider."

However he added: "It would be a natural concern for the major players that this might dilute their income.

"Perhaps the solution would be a gold star version, which costs a bit more but includes these top attractions."