South of Scotland Destination Alliance launches with first campaign

The South of Scotland Destination Alliance (SSDA) has announced the organisation’s first major steps to making the destination a world-class tourism region.

The body has confirmed the appointment of its inaugural chief executive and the unveiling of a new look ‘Scotland Starts Here’ campaign.

Ross McAuley, a Scot with more than 20 years international commercial, entrepreneurial and marketing experience, will take on the leadership role in May.

In addition to driving forward the SSDA’s ambitious destination development plans, which include increasing tourism spend in the region to £1 billion by 2030 and creating 6,500 new jobs, he will oversee a commitment to enabling the region’s tourism and hospitality industry to recover and flourish in the wake of Covid-19.

McAuley has a strong track record in destination management and tourism having previously led ground-breaking global tourism initiatives in the Middle East including nine years at luxury hospitality brand Jumeirah Group, followed by building a successful global travel and tourism consultancy business.

His experience in challenging the status quo, developing insights into regional and cultural behaviour, promoting destinations and increasing visitor market share will help SSDA develop the South of Scotland as a new destination for visitors far and wide…

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From Breaking Travel News - March 29, 2021