Julie Ashworth will lead the new forum to advise the Council on all matters related to establishing Edinburgh’s Visitor Levy and its ongoing performance.
A recruitment panel, comprising senior representatives of the City of Edinburgh Council, Edinburgh Chamber of Commerce, Visit Scotland and Edinburgh Association of Community Councils, identified the experienced executive as the ideal candidate to establish and lead the Visitor Levy Forum.
Councillors formally agreed to the appointment at the full Council meeting on Thursday 8 May.
Julie brings to the role considerable experience in complex stakeholder management and financial planning, and is a skilled networker with a strong track record of building relationships across multiple industry sectors, local and national governments.
She is founder and CEO of BroadReach Leadership Consultancy, whose clients span retail, technology, travel, education and the arts.
An Edinburgh resident, she currently serves as a Public Interest Board Trustee for the Institute of Chartered Accountants Scotland, is Chair of the Board for the University of Aberdeen and has been a longstanding member of the Institute of Directors, where she is Chair of the Scotland Board. She also contributes on a cross-party working group at the Scottish Parliament and is a member of the Scottish Government’s New Deal for Business Group.
She has previously held executive and advisory positions with leading organisations operating in the retail sector including Marks and Spencer, Liberty of London, IBM, the Spirit Group and Clear Returns.
Council Leader Jane Meagher said:
“I’m delighted that Julie has been appointed as Chair of the Visitor Levy Forum. This independent role will be important in helping to deliver the scheme in a way that benefits everyone living, working in and visiting Edinburgh, making sure big decisions are taken in a way that supports the whole city.
“Julie’s proven ability to analyse important information and make sound decisions in high profile organisations will be a great asset to this new position. We believe her clear, determined and approachable style mean she is the right person to establish and lead a well-balanced forum where all views are given fair representation.
“The levy is a once in a lifetime opportunity to invest in the future of our city, and with Julie onboard as forum chair, we are well placed to deliver a scheme that will enhance and sustain the things that make Edinburgh such a great place to live in and visit.”
Commenting on her appointment, Julie Ashworth said:
“I am excited to get to work with establishing the forum and encouraging a broad range of views from businesses and communities across the city. We are entering a busy period as we build up to the implementation of the levy, and getting underway with the forum is a big opportunity for all of us.
“As a long-time resident of the city, I am passionate about Edinburgh’s heritage and future success. I strongly believe the forum can play a very important role in helping the levy to be delivered in a way that is fair, just and brings benefits to everyone in the years to come.”
Julie’s first task will be to establish the Edinburgh Visitor Levy Forum in line with the duties set out in the Visitor Levy (Scotland) Act, with the first meeting taking place before 24 July 2025.
The forum’s purpose is to discuss and advise the Council on matters to do with the levy, including advising the Council on any recommended modifications to the scheme at the formal three-year review point.
The forum will also be consulted on how the income from the levy will be invested and invited to review and comment on the performance of the scheme and investments once in place. Decisions on amendments to the scheme and how the proceeds from the levy are invested will ultimately be taken by councillors.
It will comprise an equal number of representatives from the community and businesses operating in the city’s visitor economy, and aim for at least 40 per cent of the representatives to be women. Council officers responsible for the investment streams and officers from the Council’s Programme Management Office will attend forum meetings and may make recommendations to the forum, but will not be members of the forum itself.