£1m for hard-hit tourism industry

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The UK tourism industry is to get £1m to help it recover from the recent floods and foot-and-mouth disease, the culture secretary has said.

James Purnell said the money would come from government and the UK's national tourism agency VisitBritain.

It will be spent on a marketing campaign to encourage British people to "recognise what is on their doorstep" and holiday at home rather than abroad.

But the Liberal Democrats say the beleaguered industry needs much more.

Their culture spokesman Don Foster said: "For the government to announce such a small increase in funding, having made substantial real term cuts to VisitBritain's budget, amounts to little more than an insult to the tourism industry."

'Resilient' industry

Mr Purnell announced the aid package during a visit to two tourist attractions on Tuesday - the Royal Shakespeare Company in Stratford-upon-Avon and Hatton Country World in Warwickshire.

He said tourism was a "resilient" industry and visitors had continued to come, but more investment was needed.

"We have had a successful summer, but what we want to do is invest in rural tourism," Mr Purnell said.

It is very important we make sure, particularly over the next few weeks, that people recognise what is there on their doorsteps and really enjoy Britain to its full Tom Wright, VisitBritain

"This is a sign of confidence because it is an industry that has done well."

Rural tourism is estimated to be worth about £14bn each year and in 2006, a record 33 million overseas visitors came to Britain.

The new campaign will employ television, newspaper and online advertising to promote holidays at home.

It aims to ensure families are not deterred by bad weather or the livestock movement restrictions imposed after the foot-and-mouth outbreak in Surrey earlier this month.

Tom Wright, chief executive of VisitBritain, said the summer had been "challenging", but insisted the tourism industry was robust enough to cope.

"Rural tourism is very important to the visitor economy," Mr Wright said.

"It is very important we make sure, particularly over the next few weeks, that people recognise what is there on their doorsteps and really enjoy Britain to its full."