Delivering responsibly for the South of Scotland

Hear from Gordon Smith, Destination Development Director for the South of Scotland

We've been speaking with Gordon Smith on the role he's playing in providing strategic support and leadership to the development of the South of Scotland Responsible Tourism Strategy.

Our corporate plan focuses on place and destination development - this enables us to work closely with local authorities, destination management organisations (DMOs) and regional stakeholders on key projects such as tourism strategies. We're able to influence at a regional level to develop tourism in responsible and inclusive ways and promote regional and seasonal spread.

Gordon works closely and in partnership on this major project with colleagues at South of Scotland Enterprise, South of Scotland Destination Alliance, Scottish Borders Council and Dumfries & Galloway Council.

Find out how partnership working has led to the development of an ambitious strategy for the region.

Pictured: Destination Development Director Gordon Smith.

The strategy aims

Gordon explained out how the strategy sets out how, together, we will transform our visitor economy. 

“The main goals of the strategy are to increase the value of tourism and to create new jobs across the region. The strategy looks at how we will inspire visitors, develop the visitor experience, and support businesses all with a focus on acting responsibly.

“We know that the South of Scotland has capacity to grow its share of visitors and can play a part in our national ambitions around seasonal and geographic spread.”

The strategy sets a 10-year ambition for the region’s visitor economy and success will be measured across the value of spend and the increase in jobs created. In addition, success will see tourism playing its part in wider economic strategic ambitions for the South of Scotland to be a thriving place to live and visit.

Behind the strategy is a detailed three-year (2024-27) Action Plan. This enables partners to determine who has lead responsibility for delivery and who will support, how they deliver on actions, review timescales and achievements to date.

Progress and ambition

Since its launch in March 2024, we've seen the opening of the £18m Forest Holidays at Glentress with its 56 luxury cabins, an announcement that Scotland’s new Dark Sky Observatory will be built at Clatteringshaws and a planning application submitted to Scottish Borders Council for the first Center Parcs development in Scotland.

The South team have recently visited two new businesses, CedarHus and Tiny House Borders, both which tap into wellness tourism opportunities. These are great examples of new product development with a focus on acting responsibly. Gordon also visited Johnstons of Elgin and met with the team at Annandale Distillery Group who have recently created its new Tri-Site Ticket offer.

In addition, the region continues to attract major events which has included hosting both the men’s and women’s editions of the major cycling event “Tour of Britain”.

To shine a spotlight on what to see and do across the region, VisitScotland and South of Scotland Destination Alliance have recently partnered with TripAdvisor. 

Pictured: Guests enjoy the experience of CedarHus Sauna. Credit: CedarHus