TOURISM in West Devon has been 'blighted' by the foot and mouth crisis, according to Malcolm Bell, the chief executive of South West Tourism.
He told conference delegates the industry had been depressed for several years and foot and mouth had struck at the lowest time of the year financially. Immediately after the crisis began there was a 'huge information void' and many businesses had been struck as badly by the 'countryside is shut' message as by foot and mouth, he said.
Even now, he felt visitors from outside the area would 'freak out' if they saw a sheep.
'There is a general feeling that Devon is soiled goods,' said Mr Bell.
And he was unimpressed by help offered by central government.
'I certainly won't be expecting London to come to our rescue,' he said.
Tourism in the South West is a larger industry than in Wales or Scotland and half as big again than London, yet the Government only 'kicked in' with help when London lost 10 per cent in bookings, said Mr Bell.
But Mr Bell felt there was room for optimism.
'Looking on the bright side, UK tourism has never had such a high profile,' he said, adding that the next 12 months were a 'unique opportunity' to show the importance of the industry.
Heavy advertising would take place throughout the summer, in the autumn and before Easter next year in an attempt to woo visitors back to Devon.
The key to recovery had to be 'marketing, marketing, marketing' said Mr Bell.
A spokesman for the Department for Culture, Media and Sport said the Government had given the English Tourism Council several million pounds to help promote and advertise tourism in England, including Devon and the South West.
'The ETC decides how they choose to spend that money,' he said.
He said £15 million has also been made available to the RDA and would be distributed in due course.
Ken Kelling, spokesman for the ETC, said around £2.3 million of government funding had been distributed to the ten national tourist boards and the South West and Cumbria had been given more in recognition of the severity of the foot and mouth crisis in these areas.
He agreed more money was needed, particularly to encourage domestic tourism in the South West, but a bid by ETC for more funds from the Government was turned down.