WEST Somerset must develop its own brand identity in the battle to attract visitors to the district, according to a new blueprint for the future of tourism.

Marketing the differing visitor 'offer' of Exmoor and the coastal strip has been an ongoing problem for years, with critics only recently highlighting concerns that the latest visitor guide, Exmoor 2010, focuses too much on the moor.

But a new delivery plan drawn up by West Somerset Council, aimed at laying firm foundations for an industry recognised as the lifeblood of the district, acknowledges the area's problems.

"The tourism offer of the Greater Exmoor area is perhaps the single most significant strength of the district," said the plan.

"But there is a prevailing view that West Somerset does not project a strong brand image, nationally and internationally."

The view that there was unexploited potential and lack of 'brand clarity', leading to a 'blurred tourism offer' was prevalent as long ago as 2002.

"The fact that this is still seen as a major concern in 2009 is a key issue and one that needs to be addressed to ensure that the high quality environment and the unique tourism offer play a central role as an economic driver for the district," said the plan.

The council, whose cabinet will formally consider adopting the document next week, has earmarked £160,000 from a Government grant aid package to fund its delivery.

Economic regeneration manager Corinne Matthews said the plan recognised there were four key areas essential for effective tourism - market and product development, quality improvement, tourism management and skills development.

"To date, too much of the district's tourism delivery has been reactive, rather than proactive," said Ms Matthews.

"The establishment of an effective marketing and promotion plan, for example, that includes the exploration of a brand for the area, should allow the council and key tourism stakeholders to fully maximise resources to the areas of most impact, rather than employing a scatter gun approach in an attempt to be all things to all people."

Ms Matthews said the success of the initiative would be measured by the increase in tourism numbers, as well as an increase in the number of tourism businesses wanting to be involved with the marketing and promotion of the area.

"An increase in visitor numbers will create more employment and in working with the tourism trade and training providers, an improvement in the quality of jobs on offer."

The council's investment will see £15,000 this year and £16,000 in 2011/12 allocated to funding an events co-ordinator, with a total of £25,000 for supporting events over the next two years.

A similar amount has been earmarked over the same period for both

marketing and the district's visitor guide, with a total of £20,000 for the tourism website.

The establishment last year of the Exmoor Tourism Partnership goes someway to achieving the council's aspiration for a single, industry driven and non-profit-making body for marketing, bringing together and co-ordinating the various websites, publications and projects.

The aspiration is part of a ten-point action plan aimed at turning the plan into reality.

Other actions include widening the tourism offer, with a focus on encouraging the development of wet weather attractions, the support and promotion of events and support for existing tourism trade associations.

The plan also aims to challenge negative perceptions about careers in the hospitality industry and encourage better employment conditions and training to make them more attractive.

But the plan has already attracted criticism, with Cllr Bryan Leaker, Dunster's representative on the council, describing it as " a wonderful wish list".

"I cannot see a lot of it happening, unfortunately, due to lack of resources and officers' time available," he said.

Cllr Leaker, who runs a guest house in Minehead, said without the appointment of a dedicated tourism officer, he could not see who would co-ordinate the 'wish list'.

"The tourism plan needs to have real accountability. We as a council have invested in tourism but due to a lack of resources the plan is flawed."

Cllr Leaker questioned why Minehead was not represented on the Exmoor Tourism Partnership, whose members include the council, the Exmoor National Park Authority, Exmoor Tourism Association and Active Exmoor.

"Surely a lot of the views expressed will be very much Exmoor-based, with no coastal representation," he said.

"Tourism is West Somerset's number one industry and the importance of protecting and delivering it cannot be understated."