Talking point
We sever these [promotional] pipelines at our peril
Bravehearts fight Edinburgh council cuts
UKINBOUND AND ECM LEND SUPPORT TO LOCAL EVENTPROFS’ FIGHT AGAINST
EDINBURGH’S PROPOSED 89% BUDGET CUT TO CITY DMO
UK tourism trade association
UKInbound joined Marketing
Edinburgh’s Chief Executive in fighting
against an Edinburgh City Council
proposal for a 89% cut to its marketing
budget over two years.
UKinbound warned that Scotland’s
capital could be left as the only major city
in the developed world without a
destination marketing organisation
[DMO]. The proposed cuts would apply
to Edinburgh’s Marketing Team,
Convention Bureau and Film Office.
Joss Croft, Chief Executive of
UKinbound, which was, ironically,
holding its two-day conference in
Scotland at the time the news broke, said:
“Edinburgh is the second most visited
city in the UK by overseas visitors and
the proposed cut puts that at risk. At a
time when the UK needs to be outward
facing and establishing new trade
partnerships – leaving the city without a
DMO would undoubtedly hurt the city’s
economy.”
John Donnelly, Chief Executive of
Marketing Edinburgh, said the council’s
initial proposal would have cut £567,000
(US$741,655) (64%) from the 2019/2020
budget and a further £223,000 in
2020/2021 from Marketing Edinburgh’s
current grant of £890K. It would, he
said, “have serious consequences for the
city’s economy”.
“Without a body that unites public and
private sectors in the city’s promotion
and economic development, we will
severely compromise the city’s ability to
attract talent, conferences, business and
visitors – while our ability to talk to
those who live and work in the city, as
consumers, will cease,” he said, adding:
“These are all critical pipelines to a
successful future Edinburgh and we
sever them at our peril. Most
immediately, these cuts would damage
the £72m created by business tourism
and the £16m delivered by the film
economy.
“It would remove the ability for
Marketing Edinburgh to rally the
private sector, ending the significant
financial contribution they currently
make to city campaigns.
“It would also halt momentum and
growth across all of our digital
platforms; our campaigns, including
Edinburgh.org.”
Marketing Edinburgh presented a
counter proposal to the council,
suggesting they only cut £300k in
2019/20. This was accepted on 21
Ferbuary – subject to development of a
business plan which outlines a detailed
strategy for transition to zero funding.
Leaders from one of Europe’s most
prestigious gatherings of DMOs lined up
behind their Edinburgh colleagues to
voice their disbelief at the ‘short-sighted’
consequences for Edinburgh should the
proposed council budget cuts go ahead.
Two hundred international experts
and event owners from 80 European
cities attended the European Cities
Marketing (ECM) Spring Meeting 2019
in Edinburgh in February, while the host
city faced the infamy of potentially
becoming the only city in the developed
world without a DMO.
Dieter Hardt-Stremayr, President of
ECM and Managing Director of Graz
Tourist Office said: “I am shocked that
leaders of any city would dismiss and
undervalue the role of a DMO in
contributing to its future success. Such a
drastic cut is unheard of in our circles.
Top:
Outlook:
uncertain
Above:
Whither, or Wither,
Edinburgh?
ISSUE 99
“At a time of Brexit uncertainty, I find
it incredibly short-sighted. Through its
work with ECM, Marketing Edinburgh
plays an integral part in strengthening
ties with other European cities. This is a
time when Edinburgh should be
investing in its destination marketing,
not abolishing it.”
Donnelly added: “While we are
honoured to welcome ECM and its
Spring Meeting to Edinburgh, the
timing could not be worse. Destination
marketing leaders from across the
continent have travelled to hear insights
and inspiration from our industry
experts. It is frankly embarrassing to be
in this position.” Donnelly remained
hopeful that councillors would work to
find an alternative funding model.
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