etag: world heritage city

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BusinessOpportunities:Edinburgh – A WorldHeritage City

Contents >Business Opportunities: Edinburgh – A World Heritage City

1 Introduction 3

2 What is World Heritage status? 4

3 Who are our visitors? 8

4 Opportunities for businesses 11

5 Next Steps – What are you going to do? 15

6 Links and other resources 16

Edinburgh’s unique and captivating history is intrinsic to the appeal of this wonderful city. So manyfascinating tales of the past are told through the rich diversity of the built heritage within Edinburgh’sWorld Heritage Site (WHS) – a combination of the medieval Old Town and Georgian New Town.Edinburgh World Heritage, a charity funded by the City of Edinburgh Council and Historic Scotland,has been charged with the role of protecting, conserving and promoting Edinburgh’s WHS.

We know that designation as a WHS plays a pivotal role in the marketing of the city as anattractive place to live, work, visit or invest, and that Edinburgh’s tourism industry can use this status asa way to attract more visitors. This guide provides relevant insights and tips that can show you how touse Edinburgh’s wonderful history as a powerful backdrop that can help you grow your business.

We have a number of resources available to support businesses and look forward to working with you.

David Hicks, Edinburgh World Heritage

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Edinburgh is a uniquely beautiful architectural wonder recognised as world-class in1995 when the Old and New Towns were given UNESCO World Heritage status.On a par with Machu Picchu and the Great Wall of China the history of our city is amajor draw for visitors from all over the world. This guide has been prepared to givebusinesses in Edinburgh a greater insight into how we can use this worldwide brandrecognition as a promotional tool to attract more visitors. Enjoy reading, it’s fullof practical hints and tips to help you take advantage of Edinburgh’s greatest asset– its extraordinary built heritage.

Robin Worsnop, Chair, ETAG

Did you know?There are five other guides about different aspects of Edinburgh tourism, which maycomplement some of the information you find in this resource. Tourism in Edinburgh– Key Figures, Delivering Visitor Experiences, Edinburgh At Night, Edinburgh’s FestivalVisitors and Edinburgh’s Calendar of Events 2011 are available to download fromwww.etag.org.uk.

Introduction>1

Business Opportunities: Edinburgh – A World Heritage City

Every popular visitor destination around the world has a unique, stand-out quality that gives it an edge overcompetitors. For example, Dubai has its nouveau Arab architecture; Miami its fantastic beaches; Singapore itsshopping and dining; and Las Vegas its infamous nightlife. Edinburgh, too, has its own distinct appeal forvisitors: its rich history. In fact, the Edinburgh Visitor Survey reported that the history of the city is the reasonwhy nearly three quarters of our visitors come here.

When the Old and New Towns of Edinburgh was inscribed as a UNESCO World Heritage Site in 1995, therecame a wealth of new opportunities for tourism businesses to raise their own business profile. The statusprovides a ‘quality assurance’ and point of distinction that will resonate with visitors and attract them to thecity. Have you ever stopped to think about how Edinburgh’s rich history could impact your bottom line?

The benefits of WHS status for tourism:

> WHS designation has value as a marketing or quality brand, so businesses can use it as a‘quality assurance’ for visitors

> It can be used to enhance a destination’s visitor profile. According to the World Heritage Status report,WHS status can attract higher spending cultural visitors

> It reinforces a destination image, focusing on its uniqueness, authenticity, distinct sense of place,depth of identity and culture

Many of us may take our glorious built heritage in Edinburgh for granted. How many times have youwalked along Princes Street without glancing up at the dramatic Castle scenes? Have you rushed throughFishmarket Close without realising it was once the home of the City Hangman? Or perhaps you have hurriedto work through Charlotte Square unaware that you are in a classically designed 18th century cityscape,a Robert Adam masterpiece of world standing?

It is important to remember that, though we can enjoy these sites every day, visitors are willing to travelacross the globe for the opportunity to be immersed in Edinburgh’s preserved history. Tourism businessescan benefit from this compelling draw by thinking about how to use it to enhance their own offering.

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Machu Picchu, Stonehenge, the Old City of Jerusalem, the Pyramids of Giza,the Statue of Liberty, the Grand Canyon, the Tower of London, India’sTaj Mahal, the Great Wall of China, Australia’s Great Barrier Reef…and Edinburgh’s Old and New Towns

What is World Heritage status?>2


Did you know?It is possible to walk for a mile through the Georgian New Town and see onlyCategory A listed buildings on your route. Go to www.ewht.org.uk for moreinformation about historical walks you can suggest to your visitors.

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Edinburgh has the WHS factorThere are currently five World Heritage Sites in Scotland – St Kilda, Heart of Neolithic Orkney, The Antonine Wall,New Lanark, and Edinburgh’s Old and New Towns.

Many people think that just Edinburgh Castle or the Edinburgh Old Town is a World Heritage Site, but the New Townis also a big part of our WHS designation. The fact that it is called ‘New’ is rather misleading because it was actuallybuilt in the late 18th and 19th centuries and retains numerous sites of historical significance.

Edinburgh’s city centre was inscribed because of the exceptional quality and contrast in architecture and streetscapebetween the medieval Old Town and Georgian New Town. It is also noted for the considerable scale of thedesignated area – it covers some 4! sq km and over 75% of the building stock within it is listed for its architecturalor historical importance.

Other historic British cities such as York, Chester or Durham don’t have the benefit of this UNESCO WHS accreditation.In fact, we have double honours – Edinburgh has also achieved designation as the first UNESCO City of Literature.

From the map we can seethe scale of the area thatthe World Heritage Siteencompasses. The RoyalMile and Princes Street arecurrently the visitor hotspots,but look at how many moreareas are not being fullyexplored. For example visitorsrarely go to Dean Village orthe Water of Leith. Tell yourvisitors about beautiful spotslike this that may be slightlyoff the beaten track.

Edinburgh’s World Heritage Site

© Streetwise Orientation & Navigation Systems Ltd, 2010. All rights reserved.



Did you know?Edinburgh has the highest concentration of listed buildings anywhere in the UK.In total there are over 1,600 listed buildings in the World Heritage Site, of which656 are category A.

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Edinburgh Ranks in TripAdvisorMembers’ Top Tenwww.tripadvisor.com, the world'slargest online community of travellers,and UNESCO launched a partnershipto raise awareness of World Heritageamong TripAdvisor’s member community,and also receive feedback about howtravellers engage with Heritage Sites.

The historic heart of Edinburghwas rated the world's fifth ‘mostrecommended’ World Heritage Site(out of 800 Sites) in a poll of almost250,000 TripAdvisor members! It placedahead of the Old Town of Venice, theworks of Gaudi in Barcelona and thepalace of Westminster in London.

Adam Wilkinson, director of EdinburghWorld Heritage said, “This is fantasticnews and proves that the Old and NewTowns are a unique must-see destination.This vote provides further proof of justhow important the World Heritage Siteis to the economy of the city, and howefforts to preserve and promote it arekey to Edinburgh's future success.”

Top Tips• Always keep our rich heritage in your mind when

you are thinking about ideas and activities thatmight appeal to your visitors – it provides a distinctadded value.

• Do you have a view of the Edinburgh skyline,Old or New Town? Promote it in your marketingmaterials as a unique selling point.

• Tell your visitors about lesser-visited areas, such asBakehouse Close or Dunbar’s Close, or quieterareas of the New Town. It will make them feel likethey have enjoyed something ‘secret’ and special,away from the main tourist trail.

Five reasons why WHS status isimportant for Edinburgh1 It proves that Edinburgh is in the ‘premier league’

of world attractions – a destination with a reveredpreserved history

2 It unites an unusually large area (the whole ofEdinburgh City Centre, incorporating both the Oldand New Town), creating a powerful product thatcan be marketed as one

3 WHS status is a quality indicator that can be usedfor marketing to visitors around the world

4 As reported in the World Heritage Status report,41% of visitors to Edinburgh are aware thatEdinburgh is a World Heritage Site, so the brandcan be used as a hook for visitors

5 The Edinburgh Visitor Survey shows that 17% of allvisitors think that Edinburgh’s World Heritage statusinfluenced their choice to come here. This figure iseven higher for the 55+ market, at 21% or one infive. This is a substantial target market that could begrown further

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If you remember one thing…Even if your business is outside the World Heritage Site zone, you can still use themagical history of the city to promote your business. Many businesses are just ashort bus ride or an easy walk away.

Come on a Tour...Edinburgh emerged largely untouched by the Industrial Revolution andescaped major war damage, holding on to its rare authentic character andstrong physical identity. Most historic buildings survive in their original formand there are many whole streets and frontages of category A listedbuildings, such as Moray Place, Queen Street and The Canongate.

The Old Town> Characterised by a medieval fishbone street pattern of narrow closes, wynds and courts

> Contains picturesque 16th and 17th century merchants’ and nobles’ houses suchas the early 17th century restored mansion house of Gladstone’s Land

> Edinburgh Castle, which is built atop a dormant volcano outcrop, is Scotland'smost visited site

> The Royal Mile boasted the world's first skyscrapers with tenements soaring highabove the Royal Mile and even higher from Cockburn Street. Much of the street isbuilt on top of older streets and closes, some now opened up to explore

> The world-famous Mound linking the Old Town and New Town is an artificial hill begunin 1783. It contains 1,501,000 cartloads of earth from the foundations of Princes Street

The New Town> Georgian development constructed between 1767 and 1890, representing a complete

break with the urban form of the old city

> Disciplined palace fronted facades in local sandstone creating a regular patternof stately streets, squares and crescents

> St. Giles Street was the name originally planned for Princes Street – until George IIIheard about it and lost his temper, saying that it reminded English people of the mostdisreputable parts of London

> The original plan for the New Town, drawn in 1766, resembled the Union Jack withone central square and the principal streets radiating off it. It was subsequently alteredbefore construction work began

> The Nor Loch, which for centuries had acted as a Northern defence for the Castleand once a picturesque lake, had over the years become an open, stinking sewer.It was drained in 1759 to create Princes Street Gardens

Surrounding areas> The city’s special character is also associated with its villages and stone built Victorian

tenements and villa suburbs, which form many of its 39 conservation areas

> Both the Old and New Town are complemented by the dramatic scenery whichcan be enjoyed from around the city, including the iconic Arthur’s Seat

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Marketing our World Heritage CityEdinburgh’s built heritage is a key part of thecity’s marketing campaign. However, fewtourism businesses use Edinburgh’s WorldHeritage status within their promotionalmaterials and the businesses that do tend tofocus solely on the Old Town. Could you giveyour business a competitive advantage byusing Edinburgh’s World Heritage designation– both the Old and New Towns – as apromotional tool?

If you remember one thing…Visitors want to hear about our authentic, ‘untouched’ history. Ensure they know about howmuch there is to do and see here, and how many sites of historical significance are just a stone’sthrow from the next.

How are others promotingEdinburgh’s WHS status?> TravelRepublic.co.uk, a UK based

independent travel agent, cites‘Discover the delights of this WorldHeritage Site’ as its number oneactivity in Edinburgh.“Choose Edinburgh becauseScotland’s Capital City, knownas the ‘Athens of the North’,has one of the most beautifulcityscapes in the worlddominated by Scotland’smost famous castle.”

> Gallia Tours, a niche Europeantour operator in Belgium sellsthe historical beauty of the city.“Even from afar, the silhouetteof the city impresses with its castleperched high on a rock, overlookingPrinces Street. The GeorgianNew Town is a fine exampleof 18th century architecture.”

Top Tips• Stay one step ahead of competitors by looking at

what businesses in or near other World HeritageSites around the world are doing. Is there an ideathat would work for you? Look at Pitchup.comfor example, a website of camping and caravansites where you can search specifically for sitesnear World Heritage destinations. Go towww.pitchup.com/activities/category/world-heritage.

• There is a World Heritage Day each year on 18th April.Could be this be a key opportunity to targetculture visitors?

• Why not suggest places for afternoon tea thathave historical significance e.g. National TrustCharlotte Square or The Scotsman Hotel?

• Why not take your visitors back in time andhave your staff dress in historical outfits for athemed weekend?

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Who are our visitors?>3


Edinburgh’s World Heritage status will interest a broad range of people as there are so many differentelements to its appeal – whether that be walking around the New Town to enjoy the architecture,staying in a hotel that is housed in an historic building on the Royal Mile, or enjoying a meal in anatmospheric setting with views of the city skyline.

It is most effective, therefore, to see Edinburgh’s World Heritage status as a wonderful backdrop tothe product or service you offer. It provides a unique added value that, if you market it correctly, canmake your business stand out from the competition and attract more visitors.

Knowing the MarketThe TIS Knowing our Markets…Scotland’s Visitors guide, available to download fromwww.tourism-intelligence.co.uk, provides a picture of who our visitors to Scotland are, andtherefore Edinburgh too. A key difference that the Edinburgh Visitor Survey highlights for us isthat Edinburgh attracts an unusually high proportion of young visitors compared to Scotland’soverall visitor market – which is possibly related to Edinburgh’s status as a city break destination.

The following visitor types have been identified as the key Edinburgh UK visitor groups. By recognising which types of visitorsare attracted to your business, you can also use these descriptions to tailor offers and products to that particular segment:

Warm 1 – Affluent Southern Explorers

• Live in South of UK – London, South, Midlands

• Above average household income

• Like to explore and be adventurous when holidaying

• Have strong connections with Scotland

• High internet usage

Warm 2 – Younger Domestic Explorers

• Live throughout the UK


• Segment most likely to have children

• Strong advocates of holidays in UK

• Frequent users of internet and social networking

Cold 1 – Southern Travel Junkies

• Live in South of UK (Midlands & below)


• Enjoy holidays as a means to escape busy lives

• Have a relatively weak relationship with Scotland

• Very confident users of the internet

Cold 2 – Northern ‘Sometimers’

• Live in Scotland and the North of England

• Slightly below average household income

• Believe it’s easier to plan a holiday abroad

• Often visit familiar destinations

• Like to eat/drink/lie in the sun

Edinburgh visitor profile snapshot> 41% of all visitors to Edinburgh are aged under 35, which is a high proportion of young visitors> An overwhelming majority (89%) visit without children under 16 years> 55% of all visitors are from overseas, 34% from England, and 8% from Scotland. However, 59% of day

visitors are from Scotland> The average combined visitor group size is 4.6> The top three activities leisure visitors enjoyed in 2009/10 were walking around the city (94%), shopping

(76%) and visiting attractions (71%)

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Why do visitors come to Edinburgh?Latest figures from the Edinburgh Visitor Survey show that thehistory of Edinburgh influenced a significant 71% of visitors in theirdecision to come here. It is consistently the number one reason whypeople choose to visit Edinburgh, and has shown continued growthover the past few years.

What do visitors want to do?As World Heritage visitors cannot be classed as any one type of visitor, it is best to considerthe main activities that are enjoyed by Edinburgh’s visitors and then think about how youcan offer that in combination with a built heritage experience.

For example, nearly every visitor to Edinburgh enjoys walking around the city. Could you providewalking tours or itineraries taking visitors from your door to an attractive destination, by way ofsome of the beautiful streets in the World Heritage area?

> If you are based in the New Town, could you suggest an interesting walk to the RoyalBotanic Gardens, passing Queen Street Gardens and Robert Louis Stevenson’s House en route?

> As shopping is another keen interest for visitors, what about a picturesque walk to theboutiques of William Street or St Stephen Street?

> Could you suggest a walk to a restaurant or bar? Perhaps you could collaborate with a pubto offer special deals to your customers who take your walking route to that destination.

What are visitors most impressed by?All visitors

Architecture/buildings 82%

Beautiful/picturesque setting 73%

Castle 71%

Old Town 69%

Historic town/buildings 63%

Atmosphere/ambiance 62%

Everything is in walking distance 61%

Views 56%

Plenty to do and see 54%

Friendly/helpful people 52%

If you remember one thing…When your visitors are exploring Edinburgh, it’s about the journey, not just theattraction at the end. By providing them with an interesting route, they can enjoythe sights along the way.

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Edinburgh’s WHS, particularly the Old Townis home to the most visited attractions inthe city including, amongst others, EdinburghCastle and The National Museum of Scotland.However don’t forget the abundance of otherattractions and activities across the WHS. It isthese hidden gems that will attract your repeatvisitors and make them feel like they haveexperienced new and secret parts of the city.For example:

• The Georgian House

• West End Village and William Streetwith its boutique shops

• St Andrews Square and Charlotte Square

• The plethora of small pubs and restaurantstucked away in the New Town

• The Dean and Modern Art Galleries,and The Water of Leith

• The shops and pubs in the Grassmarketand Victoria Street

Did you know?Sedan chairmen were essential guides through the warren of closes and wyndsin Edinburgh. The smallest listed building in the World Heritage Site is an 18thcentury sedan chair storehouse in Tweeddale Court off the High Street.

Top Tips• 94% of leisure visitors enjoy walking around Edinburgh, so

why not create tailored walks from your business to someof the city’s top sites? You could also tell them about goodphoto vantage points along the way.

• Consider what methods you should use to communicateEdinburgh’s WHS to your visitors. The Edinburgh VisitorSurvey shows that two thirds of visitors used the internetto find information about Edinburgh (especiallywww.visitscotland.com and www.edinburgh.org), andnearly half used guidebooks. Make sure you have anattractive website that describes the beauty of the WHSand find out which websites and guidebooks your businesscan be promoted through.

• Sell it. We have a living, breathing history on our doorstepsand if you communicate that to visitors they will be morelikely to visit and come back. Talk about the ‘hidden, secretwynds’, ‘picturesque walks along cobbled streets at dusk’,‘misty, quiet mornings in the Grassmarket’. Think aboutwhat would capture your imagination.

If you remember one thing…Don’t take Edinburgh’s enchanting history forgranted. Visitors to Edinburgh can step out ofyour front door into a captivating World HeritageSite – are you telling them about it?

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Opportunities for businesses>4


Every tourism business in Edinburgh has the opportunity to benefitfrom the city’s World Heritage Site designation. All you have to do is toactively communicate information about the WHS to inform andenthuse your visitors – after all, it is the history and built heritage of thecity that attracts most of our visitors and it is more than likely what willmake them want to come back. The best results come from targetedand coordinated efforts. What are you going to do differently?

World Heritage DayInternational World HeritageDay is celebrated at WorldHeritage Sites across the worldevery year on 18th April, to raiseawareness of the diversity of theworld’s cultural and naturalheritage. Why not collaboratewith other local businesses to doevening packages on WorldHeritage Day to include dinnerand a heritage walk? Or whatabout holding an event onWorld Heritage Day that youpromote to visitors in advance?

Apex Hotel, Waterloo Place – History e-brochureTo mark the recent redevelopment of their Waterloo Place hotel, Apex Hotels has created ane-brochure showcasing the stories behind this historical property. Beautifully put together, itfeatures original ads and excerpts from newspaper reports from when the hotel first openedin 1819. Historical photography gives visitors a feel of what the city looked like, details of citylife give them a taste of the social atmosphere in the 1800s, and stories about famous visitorsgive the hotel that exciting, aspirational quality.

Apex felt it was important to show how, from the original design and brand ethos, the hotelhas been fully restored to its former glory, and they have received excellent feedback.

http://content.yudu.com/A17rui/apex-wp-history/resources/index.htm?referrerUrl=http%3A%2F%2Fwww.apexhotels.co.uk%2Fe-brochures%2F

What are others doing?A number of tourism businesses in Orkney use the designationof Neolithic Orkney as a hook for visitors, simply by weaving themessage about the World Heritage status into their marketingmaterials. One B&B describes the area: “Designated as a WorldHeritage Site, Orkney is rich in history dating from the Stone Age tothe Picts and Vikings. You can visit standing stones, undergroundtombs and ancient brochs. There's so much to see and do that evenafter a week's holiday, you'll still want to come back for more!”And another: “If you're looking to get away from it all, we'resurrounded by both nature and ancient history. 5-star luxuryself-catering accommodation in a peaceful rural setting – right inthe heart of Orkney's Neolithic heartland – a World Heritage Site.”

How will you paint the picture of the World Heritagehistory on your doorstep?

Did you know?Robert Fergusson, who wrote the famous poem ‘Auld Reekie’ in 1772, died at just 24 from a headinjury. He was buried in the Canongate Kirkyard in an umarked grave. Robert Burns, greatlyinfluenced by Fergusson's poetry, paid for a headstone to be made in 1787. A memorial toFergusson was erected in 2007, and stands outside Canongate Kirkyard.

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Working with Edinburgh World Heritage

What is Edinburgh World Heritage protects and conserves Edinburgh’s World Heritage Site.Edinburgh Another key part of its focus is to build awareness, both locally and among visitorsWorld Heritage to Scotland. They have a number of resources to help tourism businesses to maximise(EWH)? the impact of the ‘Edinburgh World Heritage’ brand in their business.

Marketing David Hicks, Communications Managercontact Email [email protected] Web www.ewht.org.uk

How they > Resourcescan help • Find out about the history of your building

Does your building, street or neighbourhood have an interesting story that wouldcapture the imaginations of your visitors? EWH have an archive with a wealthof information about the history that lies hidden behind our facades. Contact themto see if they have any relevant information for your business.

• EWH NewsletterSign up to receive the regular Edinburgh World Heritage newsletter to keep up to datewith the latest information that will be relevant for your visitors.

• Information leafletsEdinburgh World Heritage prints 60,000 leaflets about Edinburgh’s World Heritage Citystatus and these are distributed by EAE to hotels, key visitor attractions, city galleries, airportTIC, and Waverley station. Contact EWH if you would like to receive copies for your guests.

• Themed initiativesEach year EWH promotes a themed campaign to provide a focused message about anelement of our built heritage. In 2011 the theme will be ‘Athens of the North’ focusing ona trail from Calton Hill to Dean Galleries, interpreting the New Town and classicalarchitecture. This may include materials that tourism businesses could provide to their visitorswith maps and interesting facts.

• Conservation projectsEWH provides grants for a number of conservation projects in the city that mightbe of interest to visitors, such as the newly repaired Burns monument on Calton Hill.Would your visitors be interested in seeing new restorations like these?

> Promotions support• World Heritage Logo

The official UNESCO World Heritage logo can be used as a promotional tool by publicbuildings, e.g. attractions such as National Museums of Scotland, National Galleriesof Scotland, Palace of Holyrood House, and National Libraries of Scotland.Private businesses have the option of using the words ‘World Heritage Site’ when referringto the city centre of Edinburgh on marketing materials or using Edinburgh World Heritage’sown logo. Contact them for details.

Top Tips• People love stories. Can you tell the stories of your building or street? Who lived there, what

happened there? Contact EWH to see what is available in the archives.

• Feature more scenic historic shots online to show off the beautiful heritage of the city. Contact EWHfor access to free images.

• Promote the fact that you are in or near a World Heritage Site on your website. Public organisationscan use the UNESCO logo; private businesses should opt for the Edinburgh World Heritage logoor the wording ‘World Heritage Site’.

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Reaching Edinburgh’s Key MarketThink about fun and engaging ways to bring our city’s history to life. People connect with storiesmore than with facts, so perhaps some of the ideas below would grab your visitors’ attention…

> Film and TV locationsPromote your proximity to these well-known film and TV locations.Look at www.edinfilm.com/filming/filmed_here for more information.• Burke and Hare

Filmed in Old Fishmarket Close in the Old Town• Hallam Foe

Filmed at locations including the Caledonian Hotel, City Art Centre, Cockburn Street• Rebus

Various city centre locations including The Vennel, Candlemaker Row,Museum of Scotland, the Scottish Parliament Holyrood, Victoria Street and Terrace

• The Adventures of Greyfriar’s Bobby (2005)Filmed at Edinburgh Castle, Greyfriar's Graveyard, St Cuthbert's Graveyard, Arthur's Seat, in the OldTown in Bakehouse Close, Niddrie Street, Candlemaker Row and The Vennel, and in McEwan Hall

• The Prime of Miss Jean BrodieFilmed at Donaldson's School for the Deaf (now Edinburgh Academy) on Henderson Row

• BraveheartFilmed in Edinburgh Council Chamber, High Street

• TrainspottingFilmed at various locations including Princes Street

• Shallow GraveFilmed in the New Town in Heriot Row, Great King Street and Drummond Place,St Vincent Street and North East Circus Place

> LiteratureEdinburgh is also a UNESCO City of Literature and there are a number of historicaland modern day authors with ties to the city that will resonate with visitors e.g.• J K Rowling – wrote in The Elephant House Café on George IV Bridge• Ian Rankin – infamous character Rebus drank in The Oxford Bar• Arthur Conan Doyle – baptised in St Mary’s Cathedral, statue in Picardy Place• Robert Burns – stayed in Baxters Close, drank in a tavern in Anchor Close• Robert Louis Stevenson – lived at 17 Heriot Row• Alexander McCall Smith – attended Edinburgh University and latterly became a professor there• Irvine Welsh – born in Leith and studied in Edinburgh

> Edinburgh’s historical ‘celebrities’For a number of these personalities there are surviving venues or plaques that your visitors maybe interested in tracking down during their stay. For example:• Alexander Graham Bell, telephone pioneer – born at 16 South Charlotte Street in the New Town,

which has a commemorative marker at the doorstep• John Knox, theologian – honoured at the Royal Mile’s oldest mansion, and a plaque

commemorates his actual home on Warriston Close. He also preached from the pulpit of St Giles• Adam Smith, philosopher – lived in Panmure House off the Canongate

• David Hume, philosopher – tomb on Calton Hill overlooking his home at 21 South St David Street• Deacon Brodie, infamous thief – commemorated by pub on Royal Mile, café in Brodie’s Close was

his workshop• Burke and Hare, serial murderers – scoped out victims at The White Hart pub on the Grassmarket

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Heritage means Big BusinessIt isn’t just the leisure visitor market that is attracted byEdinburgh’s heritage but also the events and incentives market.When a business is choosing an events venue, they are not justlooking at the venue alone but at the whole destination.Their delegates need other things to do while not working atthe conference so Edinburgh’s historical offering provides adistinct experience that makes the city stand out from UKcompetitors.There are a number of unique venues in the city that providean interesting backdrop for dinners or business meetings, suchas the wide choice of museums, Signet Library, the AssemblyRooms and Underground Edinburgh, which offers exclusive useof two breathtaking venues hidden beneath Edinburgh’s OldTown for a spell-binding event setting.Are you using the city’s heritage to sell your venue to businessvisitors?

Free Entry to Historic ScotlandProperties on St Andrews DayFor the past four years Historic Scotland has opened its doorsat a wide range of properties across Scotland in celebrationof St Andrews Day on 30th November. In 2010 the promotionspanned four days and included free access to 48 attractions,including Edinburgh Castle (which was lit up in blue to markthe occasion), sites in WHS Neolithic Orkney, and several sitesin close proximity to Edinburgh. It has been extremely popularwith visitors from within Scotland and overseas.

Can you use this initiative as a marketing opportunity foryour business? Go to www.historic-scotland.gov.uk to lookout for details about the 2011 event.

Doors Open DayNow in its 20th year, Edinburgh Doors Open Day has become one of the capital's most popular free days out.It is an event held annually in September for residents and visitors to explore some of Edinburgh’s most architecturally,culturally and socially significant buildings. From heritage landmarks to the newest of the capital's architecture,Doors Open Day offers visitors free access to properties that are either not usually open to the public, or wouldnormally charge an entry fee. All venues feature behind the scenes tours, activities, exhibitions and/or talks thatbring the history of the building and its everyday use to life. Many sites organise additional free activities for childrenand families. See www.doorsopendays.org.uk to get more information and consider how you could promote thisopportunity to visitors.

Top Tips• Perhaps you could have a selection of books or films

about Edinburgh available for guests to borrow?

• Why not encourage your guests to use the UNESCOCity of Literature maps and trails?www.cityofliterature.com/flash/literary-map.aspx?sec=3&pid=8

• Could you create a Sherlock Holmes murder mysteryweekend to coincide with Conan Doyle’s birthday?

• Why not offer themed nights/events around keyhistorical figures that come from your area?

• Consider putting together your own pub tour of theOld and New Towns for visitors to follow, includingyour own favourites. Or suggest one that alreadyexists from www.edinburghliterarypubtour.co.uk/pub_tour.php

• Are any of the Scottish films on at the cinemas inEdinburgh? You could link up and offer dinnerpackages.

If you remember one thing…No matter what your business type, rememberthat your location could be as big a selling pointas your core offering, so put it to good use.Everyone can find a heritage connection and useit to add value and reach a wider audience.

Next Steps – what areyou going to do?

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Tourism businesses in Edinburgh and beyond will use the World Heritage Status of the cityin different ways. The key thing to think about is how you can use this fantastic asset tocomplement your current offering and further enhance your business’ competitiveness.

Consider these first steps and what you think might work for you:Become more informed about Edinburgh WHS status

1 Contact Edinburgh World Heritage to see what resources are available to you

2 Look at other comparable World Heritage Sites and what businesses there are doingto drive footfall

3 Get out into the city yourself to discover some of the hidden gems on offer –there is no better way to make recommendations to your visitors than frompersonal experience

Use the WHS to complement your current offering

1 Promote Edinburgh’s WHS status in your marketing materials and on your website

2 Consider activities that you can suggest to visitors that will immerse them in the WHS,such as walking routes

3 Provide your visitors with recommendations about photo opportunities or vantagepoints that capture the unique history of the city

4 Tell the story of your business or neighbourhood history as a way to engage withvisitors and capture their imaginations. Contact EWH to see if they have informationfor you in their archives

5 Consider how you can promote heritage angles that will excite the young Edinburghvisitor market, such as famous film locations

6 Collaborate with businesses that have a strong heritage link

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Links and other resources>6


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Produced with financial support from Scottish Enterprise and with the kind support and input from Edinburgh World Heritage.

Copy written, designed and produced by Tall Poppies Scotland, 2011.

Other resources for tourism businesses:Tourism Innovation FundConsider applying for matched funding from Scottish Enterprise to help bring your project ideas to life. The TourismInnovation Fund (TIF) provides matched funding of up to £30,000 and professional one-to-one advice to help deliverinnovative projects to market. Support is aimed at individual or collaborative project ideas that offer a new andgenuinely innovative experience, which encourages people to visit Scotland. This could be a product or a businessprocess in a sector or service category – e.g. accommodation, attractions and activity holidays, etc. To find out more,or for information about how to apply, go to: www.scottish-enterprise.com/tourism-innovation-fund

Tourism Innovation ToolkitIf you or any collaborative group has a good idea that you would like to develop, Scottish Enterprise runs a tailoredinnovation toolkit workshop. The session, which is led by an experienced facilitator, will provide you with the toolsand techniques to help you to generate new ideas and think more creatively. For more information or to book aworkshop, go to www.scottish-enterprise.com/tourism-innovation and select Innovation Toolkit.

This guide is based on the following research plus information from industry experts:

World Heritage Status: Is there opportunity for economic gain?, by Rebanks Consulting Ltd and Trends BusinessResearch Ltd on behalf of the Lake District World Heritage Project

The Costs and Benefits of World Heritage Site Status in the UK, by PricewaterhouseCoopers LLP for theDepartment for Culture, Media and Sport, Cadw and Historic Scotland

Edinburgh Built Heritage Strategy from Edinburgh World Heritage

Edinburgh Visitor Survey 2009/10 by Lynn Jones Research

Organisations

Edinburgh World Heritage www.ewht.org.uk

VisitScotland www.visitscotland.org

Edinburgh Tourism Action Group www.etag.org.uk

Edinburgh Council www.edinburgh-inspiringcapital.com

UNESCO City of Literature www.cityofliterature.com

Tourism Intelligence Scotland www.tourism-intelligence.co.uk

Useful information

City trails/maps www.ewht.org.uk/visit/highlights-of-the-world-heritage-sitewww.ewht.org.uk/visit/trails

City Centre Shopping www.essentialedinburgh.co.uk/ee-subpage.aspx?pageID=24

Hidden shopping experiences www.westendvillage.org

Literary Tours www.cityofliterature.com/ecol.aspx?sec=3&pid=120www.cityofliterature.com/ecol.aspx?sec=3&pid=400www.cityofliterature.com/flash/literary-map.aspx?sec=3&pid=8

Old Town Tours www.mercattours.comwww.witcherytours.com

Mobile Apps Digi-Guide Edinburgh http://itunes.apple.com/us/app/digi-guide-edinburgh/id348982168?mt=8

Walking Through Time www.walkingthroughtime.co.uk

Photo hotspots, e.g. Salisbury CragsJohnston TerraceHolyrood ParkNorth BridgeCalton HillScott Monument

etag: world heritage city

Documents

city of edinburgh council

unescoworld heritage

edinburgh visitor survey

edinburghs unique

edinburghs whs

unescoworld heritage

extraordinary built

edinburghs festivalvisitors