Insights

Thundering Hooves: Maintaining the Global Competitive Edge of Edinburgh’s Festivals

May 2006
By Adrian Ellis

In 2005, AEA was commissioned jointly by the City of Edinburgh and its 12 festivals (including the Edinburgh International Festival) to identify its global strengths, its competitors and threats, and how to best ensure its continued international preeminence as a destination for cultural tourism. The resulting study – Thundering Hooves – examined the impact not only of other festivals, but such broader threats as the impact of airline prices, terrorism, and climate change; it would form the cornerstone of Edinburgh's current cultural tourism strategy. The report is widely available; the executive summary can be found here and the full report can be found here. A case study on the project, used extensively in strategy and cultural planning seminars and workshops, can be found here.