Introduction and Strategic Context

The development of a Regional Cruise Passenger Management Plan will allow for a strategic and collaborative approach to better manage cruise passengers in the destination. This initiative is not aimed at increasing capacity by attracting additional cruise ships to the region but rather at ensuring a responsible approach to managing the existing visitors. This strategy will enhance the visitor experience, ensure infrastructure suitability, and safeguard local community interests to maximise the benefits of cruise arrivals.

Cruise Ship passenger numbers to Edinburgh have grown substantially in recent years. The city is accessible via four ports; Leith and Rosyth (both ports), as well as Newhaven (anchorage point), all operated by Forth Ports Ltd. An additional anchorage point is operated at South Queensferry by the City of Edinburgh Council. Edinburgh handles both transit passengers (who visit the city on a stopover) as well as turnaround passengers (who use Edinburgh to either start or finish their cruise).

Edinburgh & South East Scotland Visitor Economy Partners*  have appointed BTS, GLIC and Jump Research to develop and deliver a Regional Cruise Passenger Management Plan.  The aim of the plan is to understand how to maximise the benefits of cruise tourism for the region, ensuring that the influx of cruise passengers contributes positively to the region’s economy, environment, culture and local communities. The plan will be closely aligned to and effectively integrate with the key existing tourism and economic development strategies across the East of Scotland.

Project Scope

The project will encompass a comprehensive analysis of the current cruise tourism landscape, stakeholder engagement, strategy development, implementation planning, and evaluation. It will involve a collaborative approach with key stakeholders and local communities to ensure buy-in and ownership of the strategy.

There are 4 stages in developing the strategy:

1. Market Review of Cruise Tourism to the region:
   • Assess the current state of cruise tourism in Edinburgh:Analyse existing data, identify strengths, weaknesses, opportunities, and threats (SWOT analysis) to understand the current landscape including site visits to the 5 ports covered by the strategy: Leith, Newhaven, South Queensferry, Rosyth and Eyemouth.
   • Evaluation of the current Transport provision to each port and where there are gaps in the offering and the challenges for each of the ports in managing transport provision.
   • Competitor Benchmarking: benchmark the Edinburgh Cruise Tourism proposition against a set of comparable North Europe Cruise destinations.
2. Consultations – Key Stakeholders and Industry Engagement :

• A programme of consultations drawn from the Public, Private and Community/Voluntary sectors, including representatives from local business representative groups.
• Local focus groups / workshops in Leith / Newhaven; South Queensferry; Rosyth / Dunfermline.
• On-Line Survey to gather business perspectives on the key issues and opportunities from Edinburgh as a cruise destination.
• Travel trade / Ground Handlers consultations to identify their perception of Edinburgh as a Cruise destination and the opportunities and challenges to improve the visitor experience.

3. Research and Planning:
   • Collating research and consultation insights in the current cruise market (including trends, passenger demographics, and best practice) in the Edinburgh and South East Scotland region and undertaking evaluation of the region’s capacity to handle cruise visitors through:
     • Passenger and Crew Survey
     • Economic Impact Analysis
     • Community Impact Assessment
     • Crisis management evaluation
     • Cruise Ship Visitor Levy and its potential impacts

4. Regional Cruise Passenger Management Plan:

The final stage focuses on analysing the data accumulated to prepare a market driven, consumer led Regional Cruise Management Plan designed to guide strategic decisions with overarching objectives, and specific outcomes. The action plan will translate the strategy into deliverables and key actions.

Project Partners

City of Edinburgh Council; VisitScotland, Scottish Borders Council; Fife Council, Midlothian Council; East Lothian Council, West Lothian Council.