TOURISM in Halton is to be given a boost under a major drive announced by the industry's new regional boss.
Chris Brown, who took over as chief executive officer of the Cheshire and Warrington Tourism Board (CWTB) earlier this year, last week unveiled plans for a major drive to increase employment and prosperity in the area's tourism industry.
He said following a major shake-up of services there was potential for improvement in the sector.
'We intend to raise the bar on the area's tourism-related aspirations,' he said.
'The untapped potential of the area's tourism assets is tremendous and our role is to help realise that potential, boosting employment and delivering greater economic benefit to the sector and the region as a whole.'
Mr Brown joined CWTB from a senior role as director of operations with The Mersey Partnership. He joined The Mersey Partnership as director of tourism in 1999, leaving his role as general manager of the Liverpool Moat House Hotel. He was appointed director of operations in September 2001.
Now he is working on a blueprint for the future of tourism in Halton and the wider region, ready to announce in the autumn.
He said: 'We'll be working more closely than ever before with operators, local authorities and other interests to develop initiatives that will increase the quality and choice of tourism experiences that are available to visitors.
'Our role is to fill the gaps, improve co-ordination and provide a common focus for all tourism interests.'
Chairman of the CWTB, Mike Cooksley, welcomed the appointment of Mr Brown. He said: 'Chris brings an enormous amount of experience and drive to the organ-isation.
'He'll be a real asset to the CWTB and will play a leading role in delivering bottom-line benefits.'