About Us

Shaping a visitor economy that works for Edinburgh

Forever Edinburgh is the City of Edinburgh Council’s destination marketing service, responsible for promoting Edinburgh as a world-class destination and supporting the city’s ambition for a sustainable, inclusive and responsible visitor economy.

Our role goes beyond promoting Edinburgh to the world. We use marketing as a tool for visitor management, using insight, partnerships and targeted activity to help shape when, where and how people visit.

Visitor management is about creating the right balance, encouraging visitors to discover more of Edinburgh, travel throughout the year, stay longer and explore more widely. By influencing visitor behaviour in this way, we help spread the benefits of tourism more evenly across the city and support positive experiences for visitors, residents, communities and businesses.

We are committed to supporting a visitor economy that delivers long-term value for Edinburgh, championing fair work, responsible growth and opportunities for local businesses and communities to benefit from tourism.

Working collaboratively with partners across tourism, culture, events, business and communities, we help deliver Edinburgh’s ambition to be a welcoming, vibrant and sustainable city that remains a great place to live, work and visit.

Our work supports the ambitions of key city strategies, including the Edinburgh Council Business Plan, Edinburgh 2030 Tourism Strategy, Edinburgh Events Strategy 2025–2030 and Edinburgh Culture Strategy

If you would like to feature on edinburgh.org or as part of wider city promotional activity, please complete our Business Registration Form 

Our Role

Inspiring meaningful visits

We share Edinburgh’s stories with the world, showcasing the city’s culture, creativity, heritage, neighbourhoods and experiences while encouraging responsible and rewarding visits.

Managing visitor demand through marketing

We use research, insight and targeted marketing to influence visitor patterns, encouraging year-round travel, longer stays and exploration across the whole city.

Creating value for Edinburgh

We focus on increasing the value of tourism by supporting experiences that encourage visitors to spend more time in the city, discover more places and contribute positively to the local economy.

Supporting a sustainable and inclusive future

We work with partners to champion responsible tourism, fair work and a visitor economy that supports communities, celebrates Edinburgh’s identity and creates opportunities for local people and businesses.

Bringing Edinburgh together

We connect businesses, organisations and communities to tell Edinburgh’s story and ensure destination marketing supports the city’s wider ambitions.

Contact Us

If you have further questions that have not been answered within this website then please contact us at

Visit@edinburgh.gov.uk

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