HOW do you know if you are good at what you do? Would you rely solely on your own opinion? No – you'd look at what others do. You'd measure yourself against your competitors. You'd ask your customers. If we consider Edinburgh's ranking in the international tourism stakes we'd be asking questions about income, profitability, occupancy rates, what attracts people and do they come back?
Tourism has seen debates aplenty about targets of late, and whether they were real targets or aspirations. I do not believe the two are incompatible. At the end of the day, are we profitable or not? Do people like us and want to come here? When they
get here, are their expectations met? Does the experience enhance the lives of our residents and businesses?
At Edinburgh Chamber of Commerce we are in conversation on a daily basis with every level of the tourism sector, and we believe there is much reason for optimism. We have a number of advantages. Whether or not you subscribe to toffee tin Scotland, make no mistake we have an immensely strong image that others would die for. Is this the whole of contemporary Scotland? – clearly no. Is it a great attractant – absolutely! Our brand is known and loved (and envied) internationally. If we can attract people here then we have the opportunity to persuade them to stay, or come again.
Is it worthwhile to succeed in this sector? Yes, as tourism is now the world's largest industry, and offers a fantastic ambassadorial opportunity for our country. But only if we get it right.
Scotland's tourism target of 50 per cent growth by 2015 is a challenging one. It certainly cannot be achieved without Edinburgh's input. Our capital city is the principal gateway for Scottish tourists and defining a 66 per cent growth target for the city reflects our aspiration to deliver above par for the whole country. Might I say, as we are used to doing. In saying that, I acknowledge our natural and historical advantages – a thriving airport, fantastic architecture and history, more eating houses per head of population than any other city in Britain, and the world's foremost cultural festival. Well that's just for starters. Could we do it without the rest of Scotland – no!
How are we going to achieve these targets? Lots already done. Just look at the city's annual crop of awards. Guardian Travel Awards for the seventh year; Conde Nast Travel Awards; Location, Location, Location – these kind of awards happen because this is a happening city.
But make no mistake – we ignore our challenges at our peril. We have no inevitable right to our success and the whole city needs to work towards keeping our position as a key destination.
SO what are the challenges? We definitely have capacity issues. Airport manger BAA has made fantastic investments in growing its capability. This week's announcement of a 12 per cent increase in route availability is a massive boost to our potential for international connectivity.
On hotel rooms we know we struggle. Figures this week indicate that room yield in Scotland has grown a fantastic 6.7 per cent compared to 3.1 per cent for England. Edinburgh's 4.9 per cent growth sounds unexciting until you work out that room yields are second only to London at £71.56. All this is income back in to Edinburgh's economy paying for the social services our citizens deserve.
Other areas which would welcome expansion are banqueting space and conference rooms.
So if our city wishes to regain its place in the top ten of ICCA (International Congress & Convention Association) venues we need to address these issues. We also need to invest in training and marketing to ensure quality delivery and that people know about it.
The planning approval for Caltongate which offers a five-star hotel and a conference venue is very welcome. EICC's own expansion plans are very welcome. The city council and our economic development agencies must continue to be proactive. The Springside development at Fountainbridge, Tiger Developments at Morrison Street, the whole Waterfront development and the aforementioned Caltongate are all critical to our future success through capacity improvement.
The Chamber endorses and participates in the development of a more cohesive promotion of the city's brand assets. Our destination development programme has received great support from Scottish Enterprise and the council. The private sector is hungry for the strengthening of marketing for the city.
None of this will have succeeded unless we bring our citizens with us in understanding the value of tourism to increase the quality of life for all our residents.
Because, at the end of the day, the only city worth visiting is the one in which people really want to live, in which they believe passionately and which is truly inspiring. That means we all have to be prepared to embrace change. A city which does not change is one which is dying.
Are our tourism goals achievable? Yes they are. But so much easier to get there if we all agree and work for that goal.
Ron Hewitt is chief executive of Edinburgh Chamber of Commerce
