Forever Edinburgh Launches Stay Like a Local Campaign 2026

Key Points

• Forever Edinburgh has launched the “Stay Like a Local” campaign to shift global travellers from the Royal Mile towards diverse city neighbourhoods for authentic immersion.
• The campaign promotes equitable tourism benefits across Edinburgh, rather than concentrating them in the historic district.
• A key partnership exists with Invisible Cities, a social enterprise using former homeless individuals to lead guided walking tours focused on lived experiences and hidden landmarks.
• Tours highlight sites like Whitefoord House on the Canongate and Dunbar’s Close Garden, revealing the “magic hidden behind the main streets”.
• The initiative champions responsible tourism, aligning with the Edinburgh 2030 Tourism Strategy to prioritise local quality of life and support businesses in areas like Bruntsfield and Leith.
• The campaign coincides with the City of Edinburgh Council’s approval of the first spending round for the Visitor Levy, the UK’s first “tourist tax”, set to start in July 2026.
• The levy imposes a 5% charge on overnight accommodation, funding infrastructure and a Housing and Tourism Mitigation Fund for nearly 500 affordable homes.
• Tourism pressures on housing are being addressed to balance visitor economy benefits with resident wellbeing.

Edinburgh (Edinburgh Daily News) February 21, 2026 – Forever Edinburgh has unveiled its “Stay Like a Local” campaign, a bold initiative designed to redirect tourists from the crowded Royal Mile into the city’s vibrant neighbourhoods, fostering sustainable urban travel and equitable economic benefits. This transformative approach moves beyond traditional sightseeing to encourage authentic immersion in local life. By partnering with social enterprises and aligning with fiscal innovations like the Visitor Levy, the campaign positions Edinburgh as a living, working city for both residents and visitors.

What is the “Stay Like a Local” Campaign?

The “Stay Like a Local” campaign represents a strategic pivot by Forever Edinburgh, the body responsible for promoting tourism in Scotland’s capital. It urges global travellers to explore beyond well-trodden tourist paths, immersing themselves in the “breathing heart” of diverse neighbourhoods.

As outlined in official announcements from Forever Edinburgh, this is not merely a promotional effort but a commitment to distribute tourism’s economic advantages more fairly across the city, rather than limiting them to the historic district.​

The campaign emphasises “staying different” to preserve Edinburgh’s character as a dynamic urban environment. It encourages visitors to engage with local stories, supporting independent businesses and contributing to community resilience.

This aligns with broader goals of responsible tourism, ensuring that the influx of visitors enhances rather than strains local life.

Who is Forever Edinburgh Partnering With?

At the heart of the campaign lies a collaboration with Invisible Cities, a social enterprise renowned for its ethical urban storytelling. Invisible Cities employs individuals who have experienced homelessness to deliver guided walking tours, offering narratives rooted in personal lived experiences. These tours illuminate lesser-known landmarks, such as the historic Whitefoord House on the Canongate and the tranquil Dunbar’s Close Garden, showcasing the

“magic hidden behind the main streets”.

As reported in coverage by Edinburgh-based outlets, this partnership brings authenticity to the fore, transforming tourism into a platform for social good.

The tours transcend conventional history lessons, blending poignant personal insights with the city’s hidden gems. By amplifying voices from the margins, Invisible Cities and Forever Edinburgh are redefining how visitors connect with Edinburgh’s multifaceted identity.

How Does This Promote Responsible Tourism?

The campaign champions principles of responsible tourism to safeguard Edinburgh as a “living, working” city. It dovetails seamlessly with the Edinburgh 2030 Tourism Strategy, which balances visitor satisfaction with residents’ quality of life.

City leaders have endorsed efforts to steer tourists towards neighbourhood gems, from independent bookshops in Bruntsfield to artisan cafes in Leith.

According to statements from Forever Edinburgh representatives, these curated experiences portray Edinburgh as a tapestry of unique stories, not just a photographic backdrop. By prioritising local businesses, the initiative ensures tourism revenue circulates more widely, bolstering community economies.

This neighbourhood-centric model fosters deeper cultural exchanges, mitigating the downsides of overtourism while maximising positive impacts.

What Role Does Invisible Cities Play in the Tours?

Invisible Cities’ involvement is pivotal, with its guides providing tours that are “profoundly authentic” due to their personal histories.

These walks focus on the shadows and lights of Edinburgh, revealing sites overlooked by standard itineraries. For instance, Whitefoord House, a historic gem on the Canongate, and Dunbar’s Close Garden, a serene hidden oasis, gain new depth through these narratives.

As detailed in promotional materials from Forever Edinburgh, the tours crafted under this partnership highlight lived realities alongside historical facts. Guides, drawing from their own encounters with the city’s underbelly, offer perspectives that mainstream tours cannot match. This approach not only educates visitors but also empowers participants, turning personal hardship into a vehicle for positive change.

Why is the Timing Linked to the Visitor Levy?

The campaign’s launch aligns strategically with the City of Edinburgh Council’s approval of the first spending round for the Visitor Levy, the UK’s pioneering “tourist tax”. Set to commence in July 2026, the levy will apply a 5% charge to overnight accommodation bookings. Funds raised will be reinvested into vital infrastructure, creating a more sustainable tourism framework.

A substantial allocation supports the Housing and Tourism Mitigation Fund, earmarked for delivering nearly 500 affordable homes. This addresses housing pressures intensified by short-term lets and visitor demand. Council documents confirm that the levy directly ties tourism revenue to resident wellbeing, striking a balance in the visitor economy.

What is the Edinburgh Visitor Levy and How Does it Work?

The Visitor Levy, approved by the City of Edinburgh Council, marks a fiscal innovation for UK tourism. Overnight stays will incur a 5% surcharge starting July 2026, with proceeds funding public services strained by tourism. The first spending approvals underscore its role in infrastructure enhancements.

Significantly, the levy funds a Housing and Tourism Mitigation Fund targeting nearly 500 affordable homes. This responds to concerns over tourism-driven housing shortages, particularly from platforms like Airbnb. By channeling visitor contributions into local housing, the policy fosters a balanced ecosystem where tourism supports rather than supplants community needs.

As per council statements, the levy ensures equitable reinvestment, with transparency in allocation processes. Businesses and residents alike have welcomed this mechanism, viewing it as a pragmatic step towards long-term sustainability.

How Does the Campaign Align with Edinburgh 2030 Strategy?

The “Stay Like a Local” initiative dovetails with the Edinburgh 2030 Tourism Strategy’s core tenet: prioritising local quality of life alongside visitor experiences. By directing footfall to peripheral neighbourhoods, it alleviates pressure on the Old Town while invigorating areas like Leith and Bruntsfield.

Forever Edinburgh has curated experiences that spotlight local enterprises, from bookshops to cafes, embedding economic benefits citywide. This strategic alignment promotes a holistic view of Edinburgh as a constellation of communities, each with distinct narratives.

What Hidden Landmarks are Featured?

Key sites include Whitefoord House on the Canongate, a historic residence with rich architectural heritage, and Dunbar’s Close Garden, a peaceful enclave evoking 17th-century Edinburgh. These spots, as highlighted in Invisible Cities tours, embody the city’s concealed charms.

Guides’ personal stories breathe life into these locations, contrasting their serene facades with the realities of urban life. Visitors gain insights into Edinburgh’s layered history, far removed from tourist hotspots.

What Benefits Does This Bring to Local Communities?

Responsible tourism via “Stay Like a Local” empowers communities by sustaining independent businesses and preserving livability. Neighbourhood economies gain from increased patronage, while reduced Old Town congestion benefits residents citywide.

The Invisible Cities partnership provides employment and purpose to vulnerable individuals, fostering social inclusion. Coupled with the Visitor Levy’s housing investments, this creates a virtuous cycle where tourism funds community resilience.

How is Sustainability Ensured Long-Term?

Sustainability hinges on equitable benefit distribution, as per the campaign’s ethos. The Edinburgh 2030 Strategy and Visitor Levy provide structural support, ensuring tourism evolves responsibly. Ongoing collaborations like that with Invisible Cities will embed authenticity in future promotions.

City leaders emphasise monitoring impacts to refine approaches, maintaining Edinburgh’s appeal without compromising its soul. This multifaceted strategy positions the capital as a global model for urban travel.