Few people will argue these days with the view that one of the main economic drivers in the Borders is tourism.
At this time of year we are urging shoppers to shop local, visiting our various towns and villages to buy their Christmas gifts as well as enjoying some relaxation and refreshments during their trip.
Throughout the year we offer golfers, anglers, walkers and cyclists fantastic destinations to enjoy their chosen sport or activity, with a variety of first-class accommodation, pubs, restaurant and attractions to enhance their stay.
Recent campaigns against the proliferation of wind farms and outcry at the possible closure of our three youth hostels show we are vociferous in defence of our landscape and any change that could harm our ability to attract more visitors to this region.
So why is it that in light of the rise in domestic visits, the Borders is lagging behind our near neighbours in Northumberland and Dumfries and Galloway in promoting all the events taking place, not just over the holidays, but throughout 2012 and beyond?
The current financial climate is hurting us all without us deliberately shooting ourselves in the foot.