1. Bournemouth UniversityNapier University Edinburgh ENHANCING DESTINATIONS AND THE VISITOR ECONOMY 10/11 JANUARY 2007 Edinburgh : Inspiring Capital : Inspiring Events

2. “ Events: Beyond Economic Impacts” Norman Ireland Events and Special Projects Manager The City of Edinburgh Council

3. CITY VISION by 2020 Edinburgh will Lead the most successful and sustainable city region in Northern Europe Sustain the highest quality of life of any UK city competing with the best in the world Keep and attract the people needed to drive its talent and knowledge economy and provide every citizen with the best personal opportunities for work, education and development Be a safe and tolerant, creative and connected city, promoting the wellbeing of both people and place

4. WHY? Events give life to the city, they create interest in the city and they reflect the kin of city Edinburgh is They improve the experience of the city for its residents and improve the visitor experience Many also produce benefits for the city’s overall economy 30,000 jobs dependent on tourism

5. EVENTS STRATEGY Simply put, our strategy is to plan, create and deliver a balanced portfolio of major events for the next 10 years which will achieve one or more of the following: –generate significant economic benefit But beyond that: –reinforce the City Vision and the City Region Brand –help make the city lively all year round –have political and civic importance for a capital city

6. OTHER OBJECTIVES (Examples) Promoting Edinburgh as a vibrant, contemporary international city Involving the city’s diverse communities Engaging young learners in our schools and helping to meet our educational objectives Regenerating various parts of the city Generating money for city, national or international charities