Aims of Business Plan
Aims 2009 - 2012
DEMA’s aims for the next three years are:
All audiences:
Aim: More of the target audiences perceive Edinburgh to be a
contemporary and progressive destination.
Target: A higher ranking in a basket of perception surveys.
Visitors
Aim: To attract more of the target audience to visit and spend
in the city – with a particular focus on business tourism.
Target: Grow visitor expenditure by 15%
Investors
Aim: To develop Edinburgh’s international trade links and,
attract internationally mobile investment into Edinburgh’s key
industry sectors.
Target: Support £500m of new private sector investment
into physical regeneration and £100m in new commercial
investment.
Talent
(Live, work and study)
Aim: To attract more highly qualified, creative and
entrepreneurial individuals to live, work and study in Edinburgh –
boosting its Universities, research institutions, creative networks
and key industry sectors.
Target: Increase overseas student recruitment by 15%.
Increase inward migration to Edinburgh’s key sectors by 5%
p.a.
