New tourism drive launched for Midlothian and the Scottish Borders

Scotland Stars Here campaign launch Jan 2020

A new campaign has been launched to raise the profile of Midlothian and the Scottish Borders as a year-round tourism destination.

It starts here

Scotland Starts Here is supported by a new consumer website and a digital marketing campaign, including a mobile app, podcasts, eBooks, videos, blogs and social media advertising.  Aimed at visitors from the UK, Europe and international markets, the campaign focuses on four key themes - hidden wonders, active and outdoors, food and drink, and history and heritage.

Increasing awareness

By putting the spotlight on local attractions, award-winning products and businesses, the aim is to increase awareness of what Midlothian and the Scottish Borders has to offer for short breaks and holidays. It signals the first phase of a new tourism drive across the area and the wider south of Scotland.

Tourism ready

Scotland Starts Here has been developed by the Midlothian & Borders Tourism Action Group (MBTAG) on behalf of Midlothian Tourism Forum and the Scottish Borders Tourism Partnership. Over the past three years, MBTAG has engaged more than 800 businesses in workshops, training and product development to make them more tourism ready. The new marketing campaign will be a key tool for both destinations, inspiring visitors to come here to discover all that the areas have to offer.

Area showcase

Jemma Reid, MBTAG Project Manager said: "We are easily one of the most accessible, most breathtaking and exciting parts of Scotland and we are thrilled that we can now showcase this to the max and through working with local businesses we can take the Scottish Borders and Midlothian to the world. 2020 is the start of some big things for our local tourism industry."

Spreading the word

Neil Christison, Regional Director, VisitScotland added: "Scotland Starts Here is an exciting campaign that will promote the wealth of fantastic experiences on offer in the Scottish Borders and Midlothian and bring to life the stories and people that make the area unique. I would encourage the local industry to get involved in the campaign and help spread the word about the fantastic area where they live and work to visitors at home and abroad.

Find out more

16 Jan 2020