A NEW-look tourism guide aimed at luring visitors to West Somerset has caused a rift amongst industry providers.

Exmoor 2010 is the district's official marketing tool and replaces the former Exmoor Coast and Country brochure.

But some hoteliers in Minehead claim the new publication sidelines the seaside resort and focuses too strongly on the moor.

Bryan Leaker, who runs The Parks Guest House in Minehead and also represents Dunster on West Somerset Council, said the publication was great for Exmoor but "dire" for Minehead and the coastal strip.

"I am appalled by the lack of representation of Minehead and the coast," he said.

"A third of the advertisers are from Minehead and West Somerset, yet we don't have a third of the representation within the brochure."

Cllr Leaker said that in a survey a few years ago, two thirds of people believed the whole of Exmoor was in Devon.

"Exmoor is not easily identified with Minehead and the coastal strip and on the basis that the largest single area - Minehead - is not identified on the front cover, this publication gives the impression that it does not wish to be aligned to a seaside town, even though that town has tourism as its major industry."

Cllr Leaker said he was also concerned about the quality of the paper used - the brochure is not 'glossy' - and the decision to combine self-catering and serviced accommodation as well as including some accommodation which is not inspected to a national standard.

Minehead Hoteliers' Association chairman Lynda Hatch said she shared some of Cllr Leaker's concerns.

Mrs Hatch, who said she was not speaking on behalf of the association, said she was disappointed by the guide: "When this appears on the racks of tourist information centres, I don't believe it will jump out at people.

"I think the decision to have a matt, rather than glossy, finish means that it will be lost.

"I have to admit that Minehead has never had huge chunks of coverage in any guide but I just think Exmoor 2010 is a bit dull - it has no wow factor.

"As a guide to Exmoor it is great, but as an accommodation brochure it is not so good."

Mrs Hatch said she was also concerned about the lack of a directory in the publication and the "muddling up" of the self-catering and serviced accommodation.

However, fellow association member Sandy Poingdestre, who runs Kinella House in Tregonwell Road, said she and a number of other accommodation providers in the town disagreed.

She described the brochure as "seductive", with wonderful photography that would undoubtedly draw people to the area.

"I thinks it's a lovely, lovely brochure and I feel very privileged and proud that my business is in it," she said.

Mrs Poingdestre said at least 25 per cent of the hoteliers' association membership shared her views.

"I know the gripe is that Minehead is not pushed to the front enough but as soon as people open the brochure they will find out about the town and what the whole area has to offer.

"Exmoor Coast and Country was a superb publication but this is completely different and I think there are a lot of positives in it.

"I am more than happy with it and at the end of the day, the proof of the pudding will be in the bookings."

Active Exmoor, an organisation set up to promote outdoor activities on the moor, was controversially awarded the contract to produce the new guide earlier this year.

It promised to put Exmoor, West Somerset and the Quantocks among the top visitor destinations and was given £24,000 of funding from West Somerset Council to cover any potential deficit in production costs.

Active Exmoor is part of the new Exmoor Tourism Partnership, the successor to the collapsed tourism body, Visit Exmoor.

Other partnership members include the district council, the Exmoor National Park Authority and the Exmoor Tourist Association.

Cllr Leaker said he had a meeting just before Christmas with district council executive director Adrian Dyer and Cllr Michael Downes, the lead member for tourism at which he voiced his concerns.

He said the pair had agreed to put to partnership members the idea of putting something on the front cover of all copies of the guide to make it clear that it included the Devon and West Somerset coastal strip.

Council spokesman Stacey Beaumont said any decision would be taken by the partnership, which would receive details of all the feedback on the new publication.

She said the guide was already notching up strong international interest with its innovative approach of combining the area's strong traditional appeal while also highlighting exciting outdoor activities to attract new custom.

"The modern look and feel of Exmoor 2010 is designed to stimulate new interest in the majestic moors of the Exmoor National Park, West Somerset's beautiful coastal strip, and for the first time, the Quantock Hills Area of Outstanding Natural Beauty," she said.

"It aims to invigorate existing markets and tap into fresh opportunities."

Mike Bishop of Active Exmoor said that as part of a structured marketing plan, the first month's brochure requests had been analysed, revealing that 15 per cent of enquiries were from abroad.

"People from countries that traditionally like visiting the area, such as Holland, Belgium and Switzerland, have been joined by enquiries from as far afield as America, Australia, Israel and the Dominican Republic."

Thousands of copies have so far been sent out on request and to national outlets and further active marketing follow-up is planned for January and February.

Cllr Downes said: "Tourism is an important part of the local economy as many businesses and jobs rely on the industry.

"We are hoping the new-look brochure will appeal to our existing markets while also breaking into new ones."

However, West Somerset's MP Ian Liddell-Grainger said he was disappointed that the guide was not "West Somerset-centric" on its cover and that the finish was not glossy.

"This is the most important document we produce and it's vital that we get it right," he said.