Impact and Evaluation of MBTAG – Survey

Posted on Thursday 29th October 2020 in General

Impact and Evaluation of MBTAG – Survey

As you know, MBTAG will come to an end shortly and as mentioned in previous communications the legacy lives on. The South of Scotland Destination Alliance is the DMMO (Destination Management Marketing Organisation) for businesses in the Scottish Borders and Midlothian Tourism forum for Midlothian tourism businesses. Both SSDA and MTF will continue to work together following all the work that has been delivered to date.

The funders of MBTAG require the collection of data and insights to enable an economic evaluation to be completed which is in line with the conditions set out in the terms of the grants awarded to MBTAG and for us to demonstrate the success of the two phased project. In addition to this, the answers to this survey will help SSDA and MTF understand what you need as a tourism business going forward.

It will only take you a few minutes and we appreciate there have been many surveys at this time, but this one is equally important for our destination and our future, now more than ever.  Please note we very much understand and appreciate the challenges 2020 has brought. With this in mind please answer the questions below as over the MBTAG term unless stated otherwise.

 

MBTAG FINAL SURVEY CLICK THIS LINK

DEADLINE Tuesday 3rd November 10am

All information will be treated in the strictest of confidence with all data captured meeting the required compliance in respect of the recent GDPR regulations.

A summary report will be produced, and this will be uploaded on the MBTAG website for your information.

 

Background

MBTAG was set up in January 2017 following funding from Scottish Enterprise Tourism Development Fund and the Scottish Government Blueprint. Following the success of the ‘Borders Railway’, which opened in September 2015, it was identified that were was a great opportunity to grow on this success and to help businesses be more tourism ready region wide. MBTAG is private sector led and supported by the public sector. In Phase 1 of MBTAG Our key objectives include product development, building capacity, and encouraging businesses to develop products linked to digital technologies, support innovation and product development to enhance customer experience across the 2 regions. MBTAG needed to increase collaboration & networking and help connect towns, villages, attractions, and experiences and it did. We engaged with over 1000 unique businesses across the destination, helped develop and create over 90 new collaborations and products, delivered over 40 events, and provided he industry with vital tools, training, and insights.

Phase 2 of MBTAG which ran from January 2019 – October 2020 was created on the success on Phase 1 and the real need to then drive tourism to Midlothian & the Scottish Borders. The key focus for phase 2 was destination marketing, creation of marketing assets and inspiring content. This has been done through the brand Scotland Starts Here. We launched the new Scotland Starts Here website, social media, eBooks, podcasts, videos as well as launching the Scotland Starts Here app to the consumer in January this year. In addition to destination marketing we delivered a travel trade programme, engaged with the travel trade in our key markets as well as attending many trade shows and delivered successful FAM trips across the destination which has been a fantastic success.

We have had fantastic engagement on a b2b and consumer level over the last 4 years and we would like to thank each and every one of you that has worked with us at MBTAG to shine the light on Midlothian and the Scottish Borders.

Given the current crisis of Covid-19 and the impact it has had on you and your business and our destination, we must continue to work together going forward to ensure we can come back stronger. We have such amazing product in our region, and we have a great opportunity over the next few months to stand together, collaborate and be ready to take 2021 on in the best way we can.

 

I would like to thank each and every one of you on behalf of my team (Vanessa and Yvonne) and the whole MBTAG Steering group. THANK YOU.

 

Jemma

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