The responsible tourism strategy, developed by five major organisations and launched at the end of March, aims to grow tourism spend by £1bn to £1.76bn by 2034. The South of Scotland Destination Alliance (SSDA), South of Scotland Enterprise (SOSE), VisitScotland, Dumfries and Galloway Council and Scottish Borders Council came together with input from hundreds of businesses, organisations, and communities, to produce the strategy which was unveiled SSDA’ s third annual conference.
The strategy also aims to support a further 6,000 jobs in the sector to 20,000 FTE by 2034, develop a year-round destination that is ‘go to’ not ‘go through’, and increase the number of higher-spending, longer-staying international visitors.
The ten-year strategy follows the success of the initial five-year Covid recovery strategy, which exceeded its targets two years early, during which visitor numbers increased from 4.46m in 2018 to 4.13m in 2022, economic impact increased from £610m in 2019 to £762m in 2022, and employment (FTE) increased from a post-covid low of 6,623 in 2020 to 13,759 in 2022.
There are 22 priority areas for action spread across four objectives: to inspire visitors to come to the South of Scotland, to develop the visitor experience with a focus on quality, to support business to succeed, and to act responsibly for long-term collective benefit. Another aim is to transform the South of Scotland into a sustainable destination that welcomes visitors all year round. By capitalising on distinct geography, culture, history, and natural landscapes, the plan is to establish the region as Scotland’s most rapidly expanding tourist economy, generating high-quality jobs in the process.
The strategy has since received overwhelming support from bReusinesses and communities that have been a big part of its consultation process, with 84% of participants saying there had been an inclusive, transparent and fair consultation process, and 93% of respondents agreeing their views had been represented in the strategy. Furthermore, 95% saw themselves being involved in the delivery of the strategy, and 97% saw themselves benefitting from the strategy.
Dr Matt Thompson, operations manager at Floors Castle, and Katrina Reynolds, owner of the Allanton Inn and director of Borderland Tours Ltd, expressed their enthusiasm for the strategy. Thompson highlighted the region’s readiness and potential for significant positive development over the next two decades, while Reynolds emphasised the excitement around collaborative efforts to promote the area through unique stories.
Melanie Allen, owner of Nithbank Country Estate, chair of the Galloway and Southern Ayrshire UNESCO Biosphere and vice-chair of SCOTO, said: “The strategy is interesting, and we can now identify the key areas for moving forward. It gives a clear action plan, and I’m delighted to see that the Biosphere and SCOTO, from a community tourism perspective, are involved and as delivery partners.”
