NATIONAL tourism chiefs and experts praised the industry in the Wye Valley and Forest of Dean for “taking the area to a new level.”

There was also praise for the Wye Valley and Forest of Dean Tourism organisation which was called one of the top 10 destination management organisations in the UK and is “punching above its weight”.

Tourism is vital to the Forest and Wye Valley economy accounting for around eight per cent of employment with a total workforce estimated at nearly 7,800.

Speaking at the association’s third annual tourism forum at Glou­cestershire College at Five Acres the chairman of the Tourism Alliance, Bernard Donoghue urged the 120 businesses in attendance to be “provocative and disruptive in their marketing”, “use their creativity” and “put customers first”. 

He was joined by Patricia Yates, director of strategy and communication at VisitBritain and VisitEngland, who outlined how the referendum has actually sparked an increase in visitors and interest from overseas tourists – particularly USA and China. 

She said: “Sterling may have been affected by the referendum but we are not a cheap destination, we offer a fantastic welcome and great value for money.

“Europeans say the referendum has had no effect on their likelihood to visit and larger numbers are likely to visit this year.”

Executive director of the 350-member Forest and Wye Valley association, Maureen McAllister unveiled a new destination website, training and development support, plus a new apprentice scheme for young people to gain experience in multiple tourism businesses.

She said: “Tourism is a vital contributor to the regional economy with nearly 8,000 jobs that account for nearly 10 per cent per cent of the workforce. Tourism is the fifth biggest industry in the UK and a vital engine for Britain’s prosperity.”

Mari Stevens, director of marketing for VisitWales, outlined a comprehensive package of domestic and international promotion for Wales, themed around a Year of Legends, which builds on 2016’s Year of Adventure.

Sally Shalam, tourism commentator and expert, added:   “In an industry as diverse and fragmented as this, events such as the tourism forum play a vital role in bringing those at the sharp end of tourism together, under one roof, to meet one another and share ideas.”