Edinburgh Winter Festivals Generate £198M for Local Economy

Strong Returns for Edinburgh’s Events Economy

The report shows that Edinburgh’s Christmas celebrations were responsible for £150 million of the total value generated, while Hogmanay events brought in £48 million. Across both festivals, an estimated 2.8 million people attended over seven weeks, underlining the sustained public appetite for shared cultural experiences.

Encouragingly for event organisers and local stakeholders, international visitors made up nearly a third of all Hogmanay ticket sales. Those attending the festivals stayed an average of 2.25 nights and spent around £958 per person, directly benefiting the city’s hospitality, tourism, and retail sectors.

Resilience and Forward Planning

While high winds forced the cancellation of some outdoor events, indoor programming attracted more than 25,000 attendees across four days. Organisers praised the public’s response and confirmed their commitment to futureproofing events against adverse conditions, with plans to enhance infrastructure and increase indoor options going forward.

Alan Thomson, Director at Unique Assembly, stated that the results demonstrate not only the enduring appeal of Edinburgh’s winter programme but also its value as a long-term investment in the city’s cultural and economic life.

What This Means for Promoters

These figures highlight just how powerful well-branded, multi-week festivals can be, not just in attracting footfall, but in driving high-value tourism, repeat attendance, and local economic growth. For event organisers, it’s a clear sign that seasonal experiences continue to resonate with audiences, especially when supported by strong marketing, programming, and infrastructure.

Considering running a winter experience in 2025? Head to promotioncentre.co.uk to see how our services could help you achieve your goals and register for your free Skiddle Promotion Centre account.

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