Edinburgh MICE industry worth £74.2m in 2010

EDINBURGH’S tourism industry has received a boost after new figures revealed a hike in the number of conferences and exhibitions secured for the capital in the face of the economic downturn.

Some 257 events, worth £74.2million, were secured in the year to the end of March, an increase of 57 compared with the previous 12 months.

And the overall value of new business secured rose by £700,000 year on year.

Edinburgh, still the UK’s top conference location outside London, will be reaping the benefits for years to come as many events, expected to attract up to 60,000 delegates, are being held as far in the future as 2014.

The Edinburgh Convention Bureau – which oversees efforts to secure new business tourism bookings for the city – believes its reputation for offering value for money, and as a world-leader in academic research and development, has helped it withstand the credit crunch.

Last month, Edinburgh launched a global campaign to promote itself as one of the most creative cities in Europe due to the strength of sectors such as computer gaming, software development, the arts, and design.

Among the major events secured in recent months are the 2011 International Congress of the European Hernia Society, the International Conference on Neutron Scattering, being held in 2013, and the Quadrennial Congress of the European Society of Plastic, Reconstructive and Aesthetic Surgery, in 2014.

Sue Stuart, chief executive of the Edinburgh Convention Bureau, said: “We’re delighted to have sustained our recent growth pattern in what have been very difficult economic conditions. It is down to very hard work and excellent research to identify new events we can target.

“Our results also demonstrate Edinburgh’s reputation as a centre of excellence in the fields of academic research and development, particularly in medicine, life sciences and computing which play a significant role in attracting the conferences of professional associations. The city is also seen as a high quality, value for money, destination.

“We still expect to have to compete in difficult economic conditions. However, we are confident we can continue to achieve growth with a focused approach and diligent research.”

Tourism industry figures across Scotland have previously reported a slump in business tourism due to firms and organisations cutting back on corporate events and conferences.

Edinburgh is also widely believed to miss out on many events due to the lack of large-scale venues, particularly in the city centre, for major exhibitions, banquets and conferences.

However The Scotsman revealed last month that the city council was in talks with a developer about creating a huge new commercial and leisure district on a vacant site between the RBS headquarters at Gogarburn and Edinburgh Airport. It could include an indoor concert arena and a world trade centre.

Ability to attract major business events from across the globe is vital to our economy

EDINBURGH’S ability to attract major business events from across the globe is vital to our economy, not just in the teeth of a recession, but also for long-term prosperity.

The fact that business tourism has continued to prosper in these difficult times is testament to the endeavours of everyone in the business, academic and investment communities.

But in a highly competitive, international marketplace, we need leadership and partnership to keep ourselves best placed to take advantage of the opportunities that exist. That is why the council set up the Destination Edinburgh Marketing Alliance to help harness the efforts of all those who can bring the world’s top talent to the city.

The city needs a greater range of conference venues and hotel accommodation for business visitors. We are working with the operators of Ingliston and other developers with international credentials on how to increase our capacity for major events, to allow us to continue competing with cities in the UK and abroad.

As a sign of our ambitions, the expansion of the EICC, and the improvement in its facilities, will allow it to accommodate all but the largest events held in Europe. We are also discussing proposals for a new 6,000-capacity venue in the west of the city.

However, significant infrastructure projects require long-term planning and commitment. While we have to recognise that the current property market is not favourable, our work with partners to prepare for a resurgence in the economy goes on. In the meantime, I am sure that those delegates who visited Edinburgh last year will spread the word that the city is a high-quality destination.

• Tom Buchanan is the economic development leader of the City of Edinburgh Council.

Tags: Destination Edinburgh, Edinburgh Convention Bureau, EDINBURGH'S tourism industry, Event Magazine, Tom Buchanan

Category: Conference News, Corporate Events, Event Industry News