Uttlesford Council is to pour an extra £100,000 into boosting tourism over the next four years.
This outline figure includes cash for projects such as online hotel booking and the creation of new walks by linking lanes and footpaths.
The money represents a significant chunk of the estimated £849,000 capital needed to implement measures in the Quality of Life Corporate Plan, released this week, which outlines the council's projects until 2007.
Leader of the Council, Alan Dean, agreed that Uttlesford has previously suffered an image problem.
He said: "I think that has to be recognised. People will often say where is Uttlesford and what is Uttlesford? We'll be working to up the identity.
"One of our key things is to promote Uttlesford. We want people who go through the airport to stay on in the county."
Other measures include developing a tourism strategy with the Eastern Region Tourist Board and creating Uttlesford Ambassadors in partnership with local businesses.
Welcome to Uttlesford signs will be put up around the district by August this year at a cost of £5,000.
The plan covers every area of the council's work with the objectives allocated to a policy committee and a lead councillor and officer who will be accountable to the council for delivering the measures.
Published Thursday January 29, 2004
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