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Article published 25/02/2026

The countdown is on...

Our CEO Vicki Miller joins an inspirational and dynamic line up of speakers set to attend this year’s SSDA Annual Conference.

Taking place on 11 March in Dumfries, this is the largest and most significant tourism industry gathering of the year for the South of Scotland, attracting 200 - 300 visitor economy business leaders. It’s a must for anyone who works in, is connected to or supports the South of Scotland visitor economy.

As one of the event sponsors this year, our Chief Executive, Vicki Miller will lead a session on unlocking ambition, the future direction of VisitScotland and opportunities for the South of Scotland as we grow our visitor economy.

Gordon Smith, Destination Development Director for the South; and Andrew Craig, Assistant Business Development Manager for Digital Distribution; will also take part in an interactive breakout session, entitled VisitScotland Business Support Hub – Practical tips on digital distribution.

The session will unpack the support available to tourism and event businesses through VisitScotland, with a practical workshop on enhancing direct digital visibility, how to work with Online Travel Agents (OTAs) and online booking systems, with time for Q&A.

More advice and resources about working with OTAs can be found on our Business Support Hub.

I am very much looking forward to speaking at this year’s SSDA conference, which is shaping up to be an insightful and captivating day.

The theme of the conference is ambition and at VisitScotland, we’re ambitious in our focus to drive sustainable growth and enhance Scotland’s world-class reputation as a tourism and events destination.

Tourism and events are hugely important for the South of Scotland, and we work closely with industry leaders and strategic partners in the region, including SSDA, to develop the destination and raise its profile on the world stage.

Vicki Miller, VisitScotland Chief Executive

The conference will include thought-provoking panels, insightful discussions, interactive and engaging workshops, networking opportunities and time to share ideas with peers from across the region. 

Other speakers include Colin McKinlay, Center Parcs UK Ceo; Zakia Moulaoui, Invisible Cities CEO and Sam Heughan, actor and Galloway Distillery Co-founder, who will join remotely, due to filming commitments.

More information about the conference, the full programme, and how to buy tickets - visit the South of Scotland Destination Alliance website.

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