A two-year campaign to push the south of Scotland as a destination for coastal and forest activities is being prepared.
VisitScotland has been handed an extra £500,000 by the Scottish Government to launch the See South Scotland drive this autumn.
The initiative was unveiled at an industry conference in the Easterbrook Hall at Dumfries on Tuesday.
VisitScotland regional director, Paula Ward, said the cash would develop and deliver an ambitious, targeted programme that promotes the wealth of experiences on offer across the south of Scotland.
She added: “From the dark skies to the dramatic coast, not forgetting some of the world’s best walking and cycling routes, the See South Scotland campaign will bring to life the abundance of activities, rich experiences and stunning scenery on offer across this region.
“It is an exciting time for tourism with the development of the South of Scotland Economic Partnership and the opportunities afforded through the Borderlands Growth Deal. We have the opportunity to shine the spotlight on this region and bring visitors from across the world to experience it.”
VisitScotland will launch a campaign early next year as part of the push, targeting potential visitors from the domestic and international markets.
Foreign press trips and digital marketing campaigns are also in the pipeline.
Nine tourism businesses from Dumfries and Galloway and the Borders will be in Amsterdam at the end of the month as part of the national tourism organisation’s first European business development mission.
Councillor Andrew Wood, vice-chairman of the council’s Economy, Environment and Infrastructure Committee, said: “Tourism is vital to our economy.
“This additional funding is will enable us to promote our attractions to an even wider audience who will receive a warm welcome when they come to visit.”
