The Royal Edinburgh Military Tattoo sets its sights on

International Growth

LONDON, May 11 2016


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On 9th May 2016 Major Events Network Members were treated to an afternoon’s roundtable with David Allfrey MBE, CEO of the The Royal Edinburgh Military Tattoo. Fresh from their international tour of Australia and New Zealand where they sold 240,000 tickets, David enthralled attendees with key information about the prestigious event which sells out each year and for some is a once in a lifetime “bucket-list” experience.


With ambitions to grow the show and expand to the Middle East, expert suppliers heard about the Tattoo’s history, complex operations and future expansion plans.


The Royal Edinburgh Military Tattoo is an annual event hosted at the famous Edinburgh Castle Esplanade and is very much a ‘global gathering’ – showcasing the talents of musicians and performers from every corner of the globe. With 30% of the 222,000 audience each year being from overseas and the event being televised in 30 countries and viewed by over 100 million television viewers, expanding internationally is firmly in their sight. Their next target is to take the event to the Gulf in 2018 and China in 2020.


In consequence to David’s talk on his future plans, Members shared their thoughts and insight on some of the trends in the market and some innovative solutions to drive more revenue without having to increase costs. Attending the roundtable were MEI Members from varied sectors including people movement specialists Movement Strategies, Capture The Event who maximise event photographic imagery and Arc International who have 25 years’ experience in event insurance.


The event rounded off with an invitation from David to MEI Members to visit the Tattoo in August to get a feel for the show and spot any openings for innovation, helping to maximise the commercial possibilities from the event. 


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