New events in the 11-day festival from May 16 include horse logging demonstrations, equestrian theatre and writer and producer Alistair Moffat talking about the Reivers and their ponies.

Top showing professional Richard Telford will extol the virtues of native breeds – at Ayton Castle Stables, near Duns – and he should know, having won both the Horse of the Year Show and Olympia's mountain and moorland ridden classes.

There will be an introduction to the sport of BHS Trec, a day in the life of a top riding centre, and the opportunity to have a go at vaulting or, for those completely new to horses, the chance to try horse riding.

As ever, there will be the popular guided rides taking place across the Borders. This year's theme is Reivers and Rustlers and, at 10, there are more of the well-supported rideouts than ever before. Other festival favourites include the evening with heavy horses at Singlie Farm, near Selkirk, and the grand competition day.

British Horse Society's (BHS) tourism development officer Angela Genetti said: "The festival is unique in that it covers such a variety of disciplines and activities to do with horses – with 40 events, there is something for everyone.

"This year we are encouraging people who have never tried this beautiful sport to have a go for the first time. We are also keen to encourage riders at grass-roots level to improve their skills, with 'dressage for all' for example, and to try out new disciplines such as BHS Trec."

As usual the festival coincides with the spectacular Floors Castle International Horse Trials weekend and a midweek Kelso Races meeting.

The festival was started – and is still run – by the Borders branch of the BHS in 2002. This year it is sponsored by equestrian insurance firm South Essex Insurance Brokers (SEIB) and supported by Scottish Borders Council and Forestry Commission Scotland (FCS). Meanwhile, the region's Horses Welcome B&Bs are gearing themselves up for visitors.

Angela added: "The festival keeps alive the history and place of the horse in the Borders, Scotland's horse country.

"We are hoping that the new horse logging demonstrations put on by the FCS will attract a lot of interest from different visitors, including people who have had nothing to do with horses up to now.

"Many events reported a substantial increase in visitors last year and we are hoping to attract even more this year. Thanks to our sponsors SEIB we have been able to market the festival more widely this year."

Running throughout will be The Horse and the Borders, an exhibition of equine and border landscape paintings by Scottish Borders artist Marie C Keay at McHardy's Gallery, Peebles.

Mr Moffat's talk will be at the Waterwheel, near Selkirk, on the first day of the festival – Friday, May 16.