TOURISM chiefs are adamant Worcestershire has a bright future despite Birmingham missing out on the Capital of Culture title.

Tourism and business organisations are licking their wounds today after the title of European Capital of Culture for 2008 was given to Liverpool yesterday.

The title, which was announced live on television by Culture Secretary Tessa Jowell, would have brought millions of pounds to the West Midlands - and Worcestershire - in tourism and business investment.

But far from being disheartened, tourism chiefs say Birmingham has proved itself just by getting on the shortlist, and the whole West Midlands region has an abundance of characteristics to attract visitors.

Peter Smith, economic development and planning manager with Worcestershire County Council, said together Worcestershire and Birmingham offered visitors a "complete experience".

"We're sorry that Birmingham has missed out on being the Capital of Culture as this would have been a great opportunity," said Mr Smith.

"However, the strengths of Birmingham remain and Worcestershire and other rural parts of the West Midlands compliment the urban centre, offering visitors a complete package."

Fascinating

David Moyser, chief executive of Visit Heart of England, in Larkhill Road, Worcester, said the region had always had "the big cultural guns" that attracted visitors from all over the world.

"What we have really lost is a great opportunity for the perception to catch up with the reality, that this part of the Heart of England region is growing and developing all the time and is a fantastic and fascinating place to visit."

Alan Stuttard, head of Cultural Services at Worcester City Council, said the biggest loss to the region was money, with winners Liverpool estimating around £2bn of investment will flood into the city.

But he said the benefits of the bid would "carry the region forward", with Birmingham and the wider region developing "a strong self belief" in what it had to offer.

"What I liked about the West Midlands bid was that it encompassed cities, towns, villages, and even hamlets," he said.

"It's a wonderful package - we just have to shout about it."

Liz Lynne, Euro MP for Worcestershire, said she was "deeply disappointed" Birmingham had not won but she was hopeful the bid had dispelled the perception it was a "grey, dreary city".

"Birmingham has an enviable record both in terms of art and popular culture," she said.

"Further, it epitomises modern, tolerant, multi-cultural Britain. It is unfortunate the Government has not taken this opportunity to make a clear statement that it considers ethnic diversity to be one of Britain's great strengths by choosing Birmingham."