MEMBERS of the region's tourism industry have joined forces with West Somerset District Council to form a new Tourism Forum.
The forum will be a crucial part of the district council's new approach to the marketing and promotion of tourism in the West Somerset and Greater Exmoor regions.
Joint working between local businesses and the authority was seen as a key issue when the district council was forced into a U-turn last year over its plans to merge the area's tourism promotion with that of North Devon.
At the 11th hour, the council backed out of the plans in the face of growing anger and opposition from the tourism industry.
Instead, it agreed to work in partnership with local tourism providers and form a new unit to market the region and boost the economy.
A district council spokesman said constructive talks had already taken place between the authority and tourism providers with the aim of making the most of tourism opportunities in the region.
It is expected that a group of eight will represent the tourism industry's interests on the forum, comprising representatives of Exmoor Tourism Association, Exmoor Area Tourism Advisory Group, Exmoor to Sea Association of Visitor Attractions, Exmoor Farm Holiday Group, Minehead Chamber of Trade, Watchet Chamber of Trade, Minehead Hotels Association and Butlins.
A 'memorandum of understanding' will be drawn up to officially mark the beginning of the new partnership for the promotion of the Greater Exmoor area.
The memorandum will cement the district council's pledge to support the region's tourism providers in their quest to provide high quality visitor attractions and maximum bed spaces.
The council has also promised to commission market research on behalf of the industry, help to deliver a tourism strategy, provide funds for marketing and information provision and organise an annual tourism summit.
For the industry's part, the eight-strong forum group will be committed to providing a single, coherent voice for the whole industry, supply information about trends and developments in patterns of tourism, raise revenue for marketing the Greater Exmoor brand and help the council apply for tourism-related grants.
Both groups will also be expected to work hand-in-hand with Exmoor National Park Authority, Somerset County Council and North Devon District Council to maximise promotion opportunities and marketing initiatives.
West Somerset District Council spokesman Norman Staples said: "There are no easy solutions to tourism marketing in any British coastal region, but this new forum is seen as a major step in the right direction and a positive strengthening of relations between the council and the tourism industry."
Meanwhile, production will soon begin on the 2002 edition of the popular Coast and Country guide - which would have been axed had the North Devon merger gone ahead.