WEST Somerset's tourism industry comes in for special mention in a draft report which could lead to a £1 million annual investment in tourism promotion and marketing throughout the whole of Somerset. Exmoor and Areas of Outstanding Natural Beauty (AONB) such as the Quantock Hills are seen as key honeypot destinations for tourists and are in line to get special treatment which could result in additional financial support and publicity. The success of the existing tourism strategies in Exmoor - namely Visit Exmoor - and the strength of the Exmoor 'brand' are also acknowledged while plans are in the pipeline to build stronger links between rural attractions such as the moor and coastal areas across the county. The findings are part of a draft tourism strategy drawn up by independent consultants on behalf of the Somerset Tourism Partnership, which is led by Somerset County Council. It will feed into an e-tourism project called Visit Somerset, which is funded and supported by the region's district councils, Exmoor National Park Authority, North Somerset Council and the county council, together with match funding from the South West Regional Development Agency. That project will ultimately result in a fully interactive website under the Visit Somerset banner, which it is hoped will serve as a "catalyst for success" for the county's tourism industry. According to the strategy, tourists spend £760 million in Somerset each year although the consultants found there was a need to "drive up quality, deliver truly sustainable tourism and create superior destination management arrangements". West Somerset has already seen a raft of improvements in recent times in a bid to attract tourists, particularly those with "big money" to spend. The South West Lakes Trust has spent £1 million upgrading facilities at Wimbleball Lake to offer visitors a more fulfilling experience, while Minehead will soon be able to boast a purpose-built, modern tourist information centre. But industry members only have a week left to have their say on the countywide strategy, which will have a direct impact on the future direction of tourism in Somerset over the next five years. The keys aims will be to raise awareness of the county as a destination, make the most of Exmoor and the AONBs, create a tourism database on the Visit Somerset website, reduce the region's reliance on seasonal tourism and "follow vision and opportunity, not funding". To that end, a new brand development study is being recommended to "capture the essence of Somerset", together with a detailed marketing strategy, an information strategy focusing on the literature available in tourist information centres and a new emphasis placed on the quality of public amenities and facilities. A key aim of the strategy will be to strengthen the appeal of Somerset as a destination by promoting resorts and market towns such as Minehead. The strategy states: "A key proposal is for there to be a new integrated, Somerset-wide rural tourism initiative, linking together and taking forward the various projects and experiences that have been pursued in Exmoor and the AONBs and other rural areas in Somerset. "This should be the subject of a separate feasibility study looking at new product opportunities and support, co-ordination and marketing. "A second separate but linked programme is proposed that will cover all aspects of the relationship between tourism and food and drink. "Other product development opportunities identified centre around the packaging and promotion of walking and cycling trails, festivals, carnivals and events, the network of leading attractions and a number of heritage, special interest and activity themes." The strategy authors recommend the creation of a new destination management organisation to oversee the implementation of the proposals, made up of representatives from local authorities, the private sector, South West Tourism and nominated members representing environmental and community interests. It is envisaged the new organisation could be up and running by April next year, while Visit Somerset is due for completion in 2009. Copies of the draft strategy are available online at http://www.visitsomerset.net/deliveryplan">www.visitsomerset.net/deliveryplan.