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Visit Scotland | Alba
Article published 06/07/2023

Introduction from Regional Director Neil Christison

Welcome to the April to June 2023 edition of our regional industry update for Edinburgh & Lothians, highlighting some of the ways we’ve been promoting and supporting tourism in the area.

With the season almost in full swing, we are hearing encouraging signs from tourism and events businesses about the season ahead. We know that challenges certainly remain for you all, but the appetite for holidaying in Scotland is strong, from both the domestic and international markets. With the start of Edinburgh festivals programme just around the corner, as well as The Genesis Scottish Open, summer is here!

It has been great to get out and about in recent weeks, visiting Belhaven Brewery in Dunbar with colleagues from East Lothian Council, attending Mid and East Lothian Chamber of Commerce’s tourism networking session, visiting the Lost Shore surf destination development and travelling over the Forth Road Bridge on Stagecoach’s fully autonomous bus!

I also visited St James Quarter in Edinburgh following the opening of Rooms apartments and ahead of the opening of the W hotel soon.

St James Quarter from outside

St James Quarter

The big ticket for this summer is the 2023 UCI Cycling World Championships which are just around the corner! Excitement is building and I know that tourism businesses are embracing the opportunity to get involved and showcase our amazing region to the world. 

Read on for more information on our activity to support tourism and events in Edinburgh, Midlothian, East Lothian and West Lothian and promote the fantastic things to see, do and enjoy.

Global PR update

UK press activity

Some of our recent highlights include:

• we issued a regional media release on recent Quality Assurance Awards for businesses in Dunbar

• an opinion piece from Neil featured in Edinburgh Chamber of Commerce’s Business Comment newsletter. It talked about the outlook for tourism this summer season

• we commented on the impact study of Edinburgh Festivals which was published in June

• we wrote about the positive impact of The Genesis Scottish Open to local businesses. The article was published by the Mid and East Lothian Chamber of Commerce

• our Chief Executive, Malcolm Roughead and Tourism Minister, Richard Lochhead visited Johnnie Walker Princes Street. They celebrated them receiving a global sustainability award

To view all the press releases, visit our media centre. 

Johnnie Walker award

Johnnie Walker receiving their sustainability award


Latest blogs on

Read and share our blogs, which are available on our consumer website Latest content featuring the Edinburgh & the Lothians includes:

Blogs on

A few examples of blogs on

Regional marketing and influencers

In East Lothian, two influencer trips took place. We worked with Discovering Scotland and Scotland Uncovered. And we were able create content for TikTok, Instagram and YouTube.

We focused on the themes:

  • Family breaks
  • Food and drink
  • Outlander and jacobite
  • East Lothian's history

And also a publishing campaign with Active Traveler went live recently. This concentrated on East Lothians outdoor activity, accommodation and food and drink offering. An article was published as well as a video.

Watch the video Scotland's best kept secret with Anna Blackwell

Social media stats: April – June 2023

3.6 million

No of times Edinburgh & Lothians content reached people on social media


Number of engagements - reach, likes, comments, shares and saves of Edinburgh & Lothians posts

over 1 million

Reach for top performing post for Edinburgh & Lothian was an image of the National Wallace Monument

Partnership marketing - the latest news

We’re talking about collaboration and it’s all about shared goals. By ensuring we have the right partners we can match the right product or experience to our activity. 

Recently, we teamed up for phase two of our campaign with Museums Galleries Scotland. We worked with influencers on Instagram, Twitter and TikTok to promote the museum offering in Edinburgh and Lothians.

We've been shaping up some exciting new partnership marketing campaigns. And, building on the success of some of our previous activity. 

Find out more about our latest partnership marketing activity.

Coverage of the Hostelling Scotland campaign

Coverage of the Hostelling Scotland campaign

2023 UCI Cycling World Championships

The 2023 UCI Cycling World Championships will bring together 13 existing UCI World Championships into a new mega event in Glasgow and across Scotland from 3 to 13 August. It will see more than 8,000 cyclists and para-cyclists from over 120 countries taking part.

With events taking place all over the country, Edinburgh will play host to the start of the Men's Elite Road Race.

Handy resources for you and your visitors
  1. Want to know more? Visit the 2023 UCI Cycling World Championship website to read everything you need to know. This page is a really useful resource.
  2. We've pulled together a handy guide for the 2023 UCI Cycling World Championships. Find out about the events happening across Scotland to keep your visitors "on track".
  3. Sign-up to the mailing list to get the inside track on everything 2023 UCI Cycling World Champs. They share news, updates, and exclusive content.

Watch and share | Now We Ride - 2023 UCI Cycling World Championships

Scotland's Year of Stories evaluation

Year of Stories

Photocall for Year of Stories

There were lots of regional Year of Stories events including The Writer's Museum in Edinburgh and literary themed tours throughout the city. Find out more about the full impact of Scotland's Year of Stories 2022 with key insights, learnings and results.

Read the full evaluation

Future Themed Year

We're asking for your help to scope out options for a future Themed Year. Our Themed Years celebrate the very best of Scotland and its people. Take part in our survey – it’s open until 20 July 2023.

Complete the survey

Related links