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Edinburgh draws in crowds of Gen Z and Millennials

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80 percent of Millennials have experienced Edinburgh’s top attractions.

HONG KONG - Edinburgh is attracting more young people than any other generation, a new study has found. According to research, almost three-quarters (72 percent) of Generation Z and 80 percent of Millennials have experienced Edinburgh’s top attractions - compared with over half (51 percent) of the Silent Generation and 47 percent of Baby Boomers.

“Edinburgh is known for its rich culture and history, and it’s fantastic to see younger people enjoy all the Scottish capital has to offer,” said Klook CRO Anita Ngai. “However, it’s shocking to see that the older generations are losing interest in Edinburgh’s attractions — only 5 percent of Baby Boomers have visited the mysterious Mary King’s Close while only 3 percent have visited the Scottish Parliament. Edinburgh offers such a variety of attractions for tourists, from the famous Edinburgh Castle to the stunning botanical gardens, there is something in the city for everyone to enjoy.”

The study also revealed that literary influences have inspired young people to visit and explore Edinburgh, with 17 percent of Gen Z and Millennials visiting the city due to authors such as Arthur Conan Doyle or Ian Rankin. In contrast, only 5 percent of the Silent Generation and only 4 percent of Baby Boomers visited the city due to literary inspirations.

“Edinburgh is clearly successful in drawing in young crowds, but the older generations are beginning to visit less and less,” continued Ngai. “Perhaps the appeal of the birthplace of Harry Potter or the biggest arts festival in the world, the Edinburgh Fringe, is attracting the younger generations whereas Baby Boomers and the Silent Generation are more interested in visiting the Lake District (59 percent and 68 percent) and Blackpool Tower (50 percent and 58 percent). If Edinburgh wants to remain the second most popular tourist destination in the UK, then the city needs to start appealing to both the younger and older generations.”

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