Tourism Strategy - Our Ambition for Growth

1. Inspire visitors to come to the South of Scotland
  1. Develop the Destination Position and Profile, so target markets know about us and why they should visit
  2. Develop a year-round destination by bringing in new visitors through the shoulder months and winter
  3. Inspire and engage the travel trade, and help businesses be travel trade ready
  4. Better leverage our designations, accolades and awards to bring in new visitors
  5. Have game-changing ambition to attract international visitors by building an iconic, totemic, national flagship visitor attraction in the South of Scotland
2. Develop the visitor experience, with a focus on quality
  1. Improve the quality of our attractions, accommodation, food and drink
  2. Create Growth and Development Hubs in areas such as: cycling, literary tourism, dark skies, agritourism, food and drink, equestrian, film/TV, and golf/country sports
  3. Improve the availability and accuracy of visitor information
  4. Maximise our events programme to attract visitors
  5. Expand the accommodation offer to better fit visitor needs
  6. Identify the infrastructure gaps and solutions for our businesses and visitors
  7. Attract significant inward investment to develop our bed-stock, visitor attractions and food and drink offerings.
3. Support business to succeed
  1. Enable effective collaboration and mutual support between businesses and support agencies
  2. Ensure businesses and local communities are well represented in policy-making and regulation
  3. Develop quality year-round employment for a skilled local workforce
  4. Develop and share data insights which will genuinely inform decision-making and contribute to success
4. Act responsibly for long-term collective benefit
  1. Protect and enhance our Natural Capital
  2. Support businesses and the destination on the journey to Net Zero
  3. Support community-leadership and community benefit
  4. Develop an accessible and inclusive offer that attracts visitors of all ages and backgrounds
  5. Have effective visitor management to preserve the unspoilt nature of our region
  6. Support motorhomes to contribute to the visitor economy in responsible ways.