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VisitScotland unveils city marketing investment
VisitScotland has released plans to bring greater numbers of visitors to Edinburgh and Glasgow, with over £1m earmarked for investment in a new city break scheme.
The new initiative, which was announced by chief executive, Philip Riddle, is expected to attract an extra 30,000 visitors a year to Edinburgh and Glasgow from mainland Europe.
The announcement comes after reports of a deepening rift between VisitScotland and leaders of the two largest Scottish cities.
Donald Anderson, leader of Edinburgh City Council and former board member of VisitScotland recently savaged the organisation for under-investing in promotion of the cities.
Anderson accused the tourism agency’s leadership of failing and was critical that Edinburgh lacked a dedicated tourist board.
Riddle defended VisitScotland at the launch of the initiative, which is part of a total marketing budget for Edinburgh of £2.6m for next year, saying: “We have no lack of reality about how significant Edinburgh is, and we recognise its importance.”
The industry’s restructure in April – which saw the removal of the 14 area tourist boards, replaced by hubs, with VisitScotland as a national marketing body – has not been universally popular.
A recent economic report said that the Scottish tourism industry – which is worth around £5bn – ‘needs a wake-up call’.
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