by Sarah Howden
http://news.scotsman.com
AH Edinburgh . . . the Castle, the cobbled wynds and closes, the bagpipe players and all those kilt shops . . . there's nothing quite like the place for a good slice of Scottish history and tartan tat.
That at least has been the prevailing view of Scotland's capital city, that while it's incredibly beautiful and steeped in historical legend, and not forgetting the culture, it's just not, well, cool. Until now anyway.
For the second time in a matter of years, the city can boast that it has the coolest hotel in the country. Lifestyle bible, Traveller magazine, has declared the £7 million five-star hotel The Glasshouse on Picardy Place the hippest place to rest your head when in Scotland - a crown the newcomer has snatched from the The Bonham in Drumsheugh Gardens. But that's not Edinburgh's only notch on the bedpost of cool.
After all, this is the city chosen to host the MTV Europe awards last November - one of the most glamorous and high-profile events to be held in the UK in decades - and that wasn't down to the Scott Monument.
The One Spa at the Sheraton Hotel has been named as the top UK spa and the city is catching its west coast rival when it comes to cool places to shop, thanks in the main to the arrival of Harvey Nichols, but also the adjacent Multrees Walk that houses cutting edge designers such as Louis Vuitton and Armani.
And cool socialising has not been forgotten as Vogue magazine has annointed the Atrium, the Witchery, Indigo Yard and Vinters as the places to eat in. Or if sipping cocktails and people-watching is high on your agenda then Opal Lounge, Rick's, Candy Bar and Oloroso more than fit the bill.
As Scottish style queen Kelly Cooper Barr says: \"Edinburgh to me has always been a cool city, very cosmopolitan and happening. But for many it was seen as just nice, nothing amazing. Now, though, it's buzzing and is completely style-conscious with Harvey Nichols, Louis Vuitton and Armani, and getting the recognition it deserves as a vibrant city and location.
\"Since the millennium, when it was deemed the number one destination, I think Edinburgh has just got better and better. It now has the complete package.\"
It's evident, then, that Edinburgh is finally shaking off its tartan-wearing, shortbread and haggis eating, whisky- drinking image in favour of a high-profile city with a vibrant, bustling, cosmopolitan feel. Modern Edinburgh has the X-factor. But how has it managed to transform itself?
Jack MUNRO, chief executive of the Edinburgh and Lothians Tourist Board, puts the great change down to a variety of factors. He explains: \"In the last three years, the number of under-35s coming to Edinburgh has doubled and there's been a change in demographics.
\"The rise of low-cost airline links to Edinburgh - which correlates with the rise in young tourism - has made it easily accessible and the fabulous investment from the private sector with hotels, bars and restaurants have together made Edinburgh what it is. It is this vital combination that has made it a cool city.\"
Richard Jeffries, managing director at Edinburgh Airport, agrees with Munro and says that there has been a great increase in tourism thanks to low-cost flights but emphasises: \"It was down to cause and effect as people were increasingly wanting to come to Edinburgh and there was this growth in popularity but at the same time the airlines were increasing their offering and access here.\"
He adds that the consistant increases in national and international routes direct to the city have helped greatly, \"putting Edinburgh on the European map\".
While the tourists may well have chosen to come to Edinburgh, it has been what's awaited them on arrival that has been the biggest change.
According to Munro, the private sector has much to be thanked for, but why did so many choose to invest here? Munro believes it was the breakdown of the cost and location barriers that used to exist, and Edinburgh became increasingly accessible and seen as attractive.
He says: \"We have serious developers in Edinburgh and the council has helped provide a route for this market by working hard to create a climate in which companies such as Harvey Nichols have access to sites. The change in leadership created an environment that allowed the private sector to come here. There has also been a lot of regeneration too which has further boosted the city.\"
Jeffries, who is also chairman of the Edinburgh Tourism Action Group which works with the private and public sectors, adds: \"Tourism is a serious business now and there is serious competition internationally. Tourists have sophisticated and demanding tastes which we [ETAG] manage to rise to meet through the public sector and private sector working together.
\"Tourists have a choice about where they go and cities must satisfy their needs. We have done this but we can't be complacent and must continue to do so.\"