A NEW initiative being launched in Ryedale aims to boost the district's ability to attract more tourists.

Proposals have been drawn up in a bid to attract more European Union funding to the area.

Tourism leaders have welcomed the action, which they say could lead to a much-needed boost after the damage done to the industry during last year's foot and mouth crisis.

Tourism is Ryedale's biggest industry, but takings were down in rural areas because of the devastating effects of the crisis.

The new initiative will potentially bring thousands of pounds into the area under the EU's Objective 2 funding programme.

Most of northern Ryedale, including Pickering and Helmsley, is currently within the Objective 2 boundary to qualify.

"Hopefully the funding will be used to streamline our computer systems in the district's Tourist Information Centres (TIC)," said Ryedale District Council tourism officer Corina Inverno.

"This will enable bookings to be made at the TICs and for us to co-ordinate targeted marketing about the Ryedale area.

"Another area which will be looked at is extending the tourism season in Ryedale, which will also hopefully lead to more visitors"

Before Ryedale is able to apply for the money, the district must meet certain criteria.

These include direct business support to tourism businesses, developing and improving the use of computer systems, and using marketing campaigns.

Steve Jaques, chairman of the Ryedale Tourism Association, welcomed the plans.

"Anything which will help Ryedale become more competitive in the tourism industry is a good thing," he said.

Updated: 11:35 Saturday, July 27, 2002