Winter Festivals report shows economic benefit
A report produced for the event organisers, UniqueAssembly, has confirmed there was substantial positive impact on Edinburgh and Scotland – all despite the fact that bad weather led to cancellation of some of the outdoor events on the days around Hogmanay.
Edinburgh's Winter Festivals lasted for seven weeks at the end of 2024, and the report shows the economic and community benefits of the various activities including the Christmas Wheel, the Around the World Starflyer, Ice Skating and Ice Bar, with the Taylor's family funfair rides and live concerts, as well as Santa in St Andrew's Square Garden.
More than 2.8 million people visited the Edinburgh's Christmas attractions with many visitors from overseas included in that number. The division between local, UK and international visitors is almost evenly split at Hogmanay.
The total economic impact of the Edinburgh's Winter Festivals was calculated last year at £198 million, combining the financial impact of both Edinburgh's Christmas (£150 million) and Edinburgh's Hogmanay (£48 million). This represents a return of £244 for every £1 invested by the City of Edinburgh Council (CEC funding contribution of £812,456 towards Edinburgh's Hogmanay), whilst making a contribution to the year-round health and prosperity of the city.
Although the Torchlight Procession and the Concert in the Gardens fell foul of the weather, more than 25,000 people attended on the four days around Hogmanay including The Night Afore Concert, Bairns Revels and New Year Revels in Assembly Rooms, the Candlelit Concert in St Giles and a hastily arranged indoor event in Assembly Hall with Hot Dub Time Machine.
On New Year's Day the First Footin' Cultural Trail attracted an audience of more than 15,000 people, including many family groups at 18 venues across the Old and New Towns, this year extending its footprint and welcoming Portobello Town Hall and Leith Arches into the programme. First Footin' and Sprogmanay presented 44 acts with 298 performers for the programme, and as part of its participatory music event, Come Away In, renowned folk artist Karine Polwart welcomed 150 participants to join a community choir for uplifting performances on New Year's Day at St. Giles' Cathedral.
K Polwart entertained at St Giles' on New Year's Day
Sprogmanay welcomed a family audience of 5,500 to take part in lots of New Year arts, crafts and activities, including magic, dancing unicorns and giant I-puppets through a collaboration with National Museum of Scotland. Free family ceilidhs took place in Assembly Roxy and Portobello Town Hall offering a truly Scottish experience for families on New Year's Day both in the city and beyond.
Despite the cancellation of outdoor events, three quarters of those surveyed said they enjoyed their festival experience with 93% saying it is a valuable part of 'Edinburgh's winter identity'.
Street theatre by Close Act which wowed the children at Sprogmanay at the National Museum of Scotland on New Year's Day 2025 © 2025 Martin McAdam
Al Thomson of UniqueAssembly at Sprogmanay © 2024 Martin McAdam
Sprogmanay PHOTO Robin Mair
Hogmanay was very wet and windy – and all outdoor events were cancelled. Photo Alan Simpson
Hogmanay concert at St Giles' Cathedral to mark the end of its 900th anniversary celebrations. The concert included the three cantatas from J.S.Bach's Christmas Oratorio. The Cathedral Choir were directed by Michael Harris with the St Giles' Camerata led by Angus Ramsay.
Hogmanay concert at St Giles' Cathedral to mark the end of its 900th anniversary celebrations. The concert included the three cantatas from J.S.Bach's Christmas Oratorio. The Cathedral Choir were directed by Michael Harris with the St Giles' Camerata led by Angus Ramsay.
Numbers
Three quarters of the stall traders at the Christmas markets were Scottish and the organisers say this boosts the local economy and Scotland's global tourism profile. A similar percentage – 76% – of the artists and creatives who took part in the Winter festivals were local.
Out of those who responded to the survey 95% agreed that Edinburgh's Christmas is a 'valuable and iconic part of Edinburgh's winter identity bringing a festive spirit to the city'. And 90% of those who responded said they are more likely to return to Edinburgh during the winter season as a result of their experience.
The ticketing Scheme allows EH residents a discount – and 101,500 tickets were sold using the discount code. Some 8,000 free community tickets are distributed to local community groups and charities, enabling access for as many people as possible to the Christmas festivities. The Winter Windows Schools Competition drew entries from 24 of the city's schools and were displayed in the city centre.
In a new development the Silent Light Projection Show also illuminated communities in the city including Granton Primary School, Stockbridge Primary School, Gilmerton Community Centre and The Royal Hospital for Children and Young People.
Other community benefits included donations to the Lord Provost's charity for inclusiveness, the OneCity Trust and the homelessness charity, Simon Community Scotland. Social Bite also benefited through its Festival of Kindness as well as monies raised from the Santa Run for locally based charity, When You Wish Upon a Star and Children's Hospices Across Scotland (CHAS).
Cllr Margaret Graham, Culture and Communities Convener, said: 'The findings of this report demonstrate that Edinburgh's world-famous winter festivals don't only draw a huge international crowd, boosting the economy and adding to the city's vibrant calendar of events, but, crucially, they deliver significant benefits to Edinburgh's local communities, businesses and charities. This is despite the cancellation of last year's outdoor events, showing just how far reaching the programme events is. I look forward to finding out more about this year's plans, which look set to brighten the city in the winter months.'
Alan Thomson from Unique Assembly said: 'We take a lot of heart from this report that even having lost our outdoor events at Edinburgh's Hogmanay to weather, the Winter Festivals have still delivered not just wonderful and joyful opportunities for people to come together, but also huge benefits for the people of Edinburgh and for Scotland across traders, local families, communities and charities and our tourism businesses. We are working on our plans for this coming winter's celebrations and look forward to sharing those with you very soon.'
Roddy Smith, CEO of Essential Edinburgh said: 'Edinburgh's Winter Festivals are a crucial period for our city centre and again it is very pleasing to see our residents and visitors coming in such large numbers. With such a varied and appealing Festival programme, combined with the high quality hospitality and retail offering in the city centre, Edinburgh continues to be an attractive destination to enjoy the festive season. We are already looking forward to what's in store for this year.'
Louise MacLean, Business Development Director, Signature Group, said: 'The Winter Festivals in Edinburgh provide a vital boost for hospitality in December. The surge in footfall, driven by visitors seeking festive entertainment, food, and drink, brings a much-needed increase in sales to all our venues across Edinburgh but particularly George Street and the New Town. Since the eastward shift in footfall with the appeal of St James, the Winter programme is not just welcomed by us, it's crucial to our Christmas trade which often sustains us through the hard month of January. We can plan for this due to knowing that Unique Assembly's festivals will bring revellers to the city. From there, we must ensure these visitors become our guests.'
The report will be considered by the Culture and Communities committee next week. The papers for the meeting will be here when published.
Early Bird tickets for Edinburgh's Hogmanay Street Party and Torchlight Procession will go on sale on 30 May at 10am.
edinburghshogmanay.com
Shetland's South Mainland Up Helly Aa' Jarl Squad in the Grassmarket after the Torchlight Procession was cancelled with the Depute Lord Provost, Lezley Marion Cameron. PHOTO Craig Duncan
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