DARTMOOR Partnership's chief executive has embarked on ambitious plans for turning the organisation from largely voluntary into one that will professionally market the greater Dartmoor area as an all year round, quality tourist destination that will sustain local businesses, jobs and communities.

Stating that Dartmoor needed to embark on an 'aggressive' game of catch-up in the highly competitive world of tourism promotion, Caroline Webster said there had been little or no overt promotional activity for Dartmoor over a number of years.

She said: 'Promoting travel and tourism is an effective means of supporting economic development across the area, in part, because the industry cuts across and is linked to many other industries in the economy, generating additional demand in a wide range of services and professions.

'Visitors don't just spend in the hotels, B and B's and cottages, they spend in our shops, pubs, restaurants, cafés, attractions, farmers' markets and events.

'These businesses then support other local traders with their own requirements.'

Ms Webster said that in the current economic climate, the necessity to harness local enthusiasm, knowledge and commitment through partnership building had become of 'paramount importance'.

'The reality of cutbacks means that the business community can no longer rely heavily on public sector funding to market the destination.

'Our future is in our own hands and it's up to us to work together to develop and deliver new marketing activity that will reach new target markets, increase visitor numbers and create the environment for visitors to do more, stay longer and spend more and in doing so, support the retail, farming and supplier sectors that trade in the Greater Dartmoor area.

'Our strategy is very simple; if you want people to know you exist then you need to shout very loudly to attract their attention and tell them what you do.'

The partnership's new collaborative approach will generate funding for the promotion of Dartmoor which the organisation believed would be the only way to give the destination the strength it would need to stand out in an increasingly competitive marketplace.

'Taking this forward we have created an ambitious plan that will take the partnership towards a new era of effectiveness for both our partners and the destination.

'Supporting the growth of a strong, competitive business community by assisting businesses improve their productivity, with job growth and by creating a climate to attract new investment by promoting the area as a great place to live, work and visit.'

The Dartmoor Partnership is a not-for-profit organisation created from a collaboration of the British Institute of Innkeepers, the Dartmoor National Park Authority, the Duchy of Cornwall, the Dartmoor Farmers, the local business community and the local councils to ensure economic growth and sustainable employment within the Greater Dartmoor area.

More about the Partnership can be found at http://www.dpmembers.co.uk">www.dpmembers.co.uk