 Thousands are expected at the sheepdog trials this year |
Events backed by Scottish Borders Council generated about �3m for the local economy last year. The cash was brought in through events including the World Meeting of 2CV Friends in Kelso and Merida Mountain Bike Marathon in Selkirk.
The authority's strategy aims to support existing events and encourage the development of new ones.
Events planned for this year include the International Sheepdog Trials Centenary at Charterhall near Duns.
That is expected to draw about 15,000 spectators over three days in September.
Economically important
The event strategy is backed by a wide range of organisations.
"Our key events are important to the economy of the Scottish Borders," said councillor John Elliot, executive spokesman for planning and economic development.
"Through their ability to attract visitors, they result in a positive impact on local facilities and businesses.
"Promotion of these events is vital to raising the profile of the area's spectacular scenery and unique culture," he added.