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World Heritage Business Opportunity Guide

An updated edition of the guide has been launched today for tourism businesses in the city.

Sep 30, 2014

The guide is a joint project between the Edinburgh Tourism Action Group and EWH, part of a series which offers guidance for tourism businesses in the city. The aim is to illustrate how they can use the World Heritage Site as a promotional tool for visitors.

Robin Worsnop, Chair of ETAG said: “We know that Edinburgh’s visitors come from across the globe to enjoy its architecture and history. These assets have been recognised as world-class, with the Medieval Old and Georgian New Towns jointly given UNESCO World Heritage status, putting them up there with iconic visitor destinations such as the Great Wall of China, the Pyramids and Machu Picchu.”

The guide explains the concept of World Heritage and the historic qualities that give the Old and New Towns the coveted status. It also covers visitor profiles and the importance of the city’s built heritage in attracting tourists and shaping their experience whilst in the city.

The Edinburgh Visitor Survey clearly shows the importance of the World Heritage Site to the city’s 4 million annual visitors.

•    68% of visitors to the city are drawn by its history.
•    93% of visitors enjoy simply walking Edinburgh’s historic streets.

The key message is that this great benefit to the city can only be harnessed if we take a pride in our World Heritage and identify ways to share it with visitors. Throughout the guide are practical hints and tips on how to use World Heritage status, including a selection of case studies where tourism businesses have worked with EWH to use the city’s heritage in their promotion.

The examples include hotels, retailers, restaurants and visitor attractions, who EWH has worked with to produce heritage trails, building histories, web and social media content. Each case study highlights how the business became involved and the benefits their project has brought.

Lucja Leonard, General Manager, Crowne Plaza – Royal Terrace Hotel, who worked with EWH on a history of their building commented: "By celebrating the heritage of the area the hotel is in, we are building on the appeal of Edinburgh. We are creating a positive story for guests to share with their friends and family upon their return home. When they describe their hotel, they can also share a historical tale and create a connection between the past and present."

Download a copy of Edinburgh - World Heritage City: ETAG Business Opportunity Guide (PDF | 2MB)

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