A TOUGH year for the tourism industry has resulted in a change of focus for the region's tourist board.

The Heart of England Tourist Board has promised tourism will no longer be "an invisible industry" following a year in which it has had to battle foot-and-mouth, petrol strikes, floods and the knock-on effects of the September 11 attacks.

Tourism is very important to Herefordshire and Worcestershire, adding £47m to the economies of the two counties in 2000 and employing one in 10 workers.

The HETB, a member-organisation which represents almost 300 tourism businesses in Herefordshire and Worcestershire, plans to "commercialise" its focus in an attempt to get tourism back on its feet.

"This year has really brought the tourism industry to the forefront in terms of the contribution it makes to the economy," said chief executive Beverley Nielsen in a recent speech to the Institute of Directors.

"Such a massive contribution to the economic health of our region cannot go unnoticed and we are working hard to ensure that it does not," she continued.

She said the continual problems confronting the tourism industry had "hit the bottom line" for HETB members.

"Our response to the current situation has been to refocus our activities to meet more effectively the needs of our commercial membership," said Ms Nielsen.

She said HETB had undergone a six-month repositioning exercise that had helped to "realign its objectives" in line with tourism industry needs.

Commercial director, David Moyser, joined the organisation in November and interviews are due to take place next week for an information and communications technology (ICT) director and a marketing director.

"An enhanced level of management will mean we can now focus the HETB to deliver more commercially focused marketing activity and will help enhance business opportunities for our members right across the region," said Ms Nielsen.

The HETB also plans to launch a new lifestyle magazine called The Heart, in February 2002, as well as a customer loyalty card.

"It is anticipated that these new marketing platforms will add value to the region, will encourage loyalty from existing audiences and will bring new visitors to the region when they are presented with the wealth of activity that we have here," said Ms Nielsen.

"Tourism can no longer be the invisible industry that it was prior to 2001, and we will continue to work closely with all regional and national agencies to ensure its profile is very much at the forefront of the economy."