Full-scale productions will be visiting Australia, China and Canada over the next three years under the event’s biggest ever expansion. North America, India and the Middle East are also on the hit-list of chief executive and producer, Brigadier David Allfrey.
The model we are developing will enable us to invest more in our shows in Edinburgh and the ones that go abroad. It is designed to ensure that we stay in front and are continually innovating...Brigadier David Alfrey, Chief Executive and Producer, Royal Edinburgh Military Tattoo
Brigadier Allfrey revealed that the event, which is seen by 220,000 ticket-holders on Edinburgh Castle esplanade each August could even visit cities around Europe in the wake of Brexit.
The expansion plans are aimed doubling the turnover of the event, which has been sold out in Edinburgh for the last 18 years, from £10 million in 2015 to £20 million in 2025. The number of staff employed by the Tattoo is set to almost double to around 40 under the new strategy, which will see six different events being produced and programmed at the same time.
It is hoped that the overseas drive will help the Tattoo realise a long-standing ambition of achieving a one billion-strong “multi-platform” audience within the next few years. An estimated 14 million people have attended the Tattoo since the first event was staged in 1950. Around 30 per cent of the tickets for the modern-day event are sold overseas.
The Tattoo, which was awarded a royal title by the Queen in 2010, was first staged overseas 18 years ago in Zealand and has since been performed there and in Australia several times, most recently in 2016...