1. Inspire visitors to come to the South of Scotland
- Develop the Destination Position and Profile, so target markets know about us and why they should visit
- Develop a year-round destination by bringing in new visitors through the shoulder months and winter
- Inspire and engage the travel trade, and help businesses be travel trade ready
- Better leverage our designations, accolades and awards to bring in new visitors
- Have game-changing ambition to attract international visitors by building an iconic, totemic, national flagship visitor attraction in the South of Scotland
2. Develop the visitor experience, with a focus on quality
- Improve the quality of our attractions, accommodation, food and drink
- Create Growth and Development Hubs in areas such as: cycling, literary tourism, dark skies, agritourism, food and drink, equestrian, film/TV, and golf/country sports
- Improve the availability and accuracy of visitor information
- Maximise our events programme to attract visitors
- Expand the accommodation offer to better fit visitor needs
- Identify the infrastructure gaps and solutions for our businesses and visitors
- Attract significant inward investment to develop our bed-stock, visitor attractions and food and drink offerings.
3. Support business to succeed
- Enable effective collaboration and mutual support between businesses and support agencies
- Ensure businesses and local communities are well represented in policy-making and regulation
- Develop quality year-round employment for a skilled local workforce
- Develop and share data insights which will genuinely inform decision-making and contribute to success
4. Act responsibly for long-term collective benefit
- Protect and enhance our Natural Capital
- Support businesses and the destination on the journey to Net Zero
- Support community-leadership and community benefit
- Develop an accessible and inclusive offer that attracts visitors of all ages and backgrounds
- Have effective visitor management to preserve the unspoilt nature of our region
- Support motorhomes to contribute to the visitor economy in responsible ways.