£500K campaign shines spotlight on southern Scotland

VisitScotland has been granted an extra £500,000 from the Scottish government to launch a two-year campaign to promote the south of Scotland.

Paula Ward, VisitScotland regional leadership director, said it was “an exciting time for tourism in Dumfries & Galloway and the Scottish Borders”.

“This additional funding will be used by VisitScotland to develop and deliver an ambitious, targeted and coordinated marketing programme that promotes the wealth of fantastic experiences on offer across the south of Scotland,” she said.

“From the dark skies to the dramatic coastline, not forgetting some of the world’s best walking and cycling routes on our doorstep, the See South Scotland campaign will bring to life the abundance of activities, rich experiences and stunning scenery on offer right across this region.

“We have the opportunity to shine the spotlight onto this region and bring visitors from across the world to experience it for themselves.”

The campaign will launch this autumn, with international marketing activity starting early next year, featuring online content, foreign press trips, partnerships and digital marketing campaigns.

Nine tourism businesses from the Scottish Borders and Dumfries & Galloway will travel to Amsterdam at the end of October, as part of the national tourism organisation’s first European Business Development Mission.

Tourism secretary Fiona Hyslop said: “This fantastic new campaign will help to promote the wide range of exciting attractions the area has to offer to domestic and international markets.

“This support is in addition to our funding for Forest Enterprise Scotland to develop its offering to visitors in the region and our work to establish a south of Scotland economy agency which will help to drive forward this agenda.”