TOURISM is vital to the survival of many businesses and jobs in the North York Moors National Park - but so is agriculture.

The one cannot exist without the other.

Speaking to more than 60 tourist industry representatives who attended the first tourism forum at Pickering, the park's chief executive Andy Wilson said tourism was now the biggest contributor to the park's economy.

Following the foot-and-mouth crisis in 2001 it was now the biggest employer.

The authority is drawing up a new branding image with the aim of lengthening the holiday season. This involved looking at ways tourism could be encouraged, without encroaching on the peacefulness of the park which attracted visitors in the first place.

He said: "Tourism is now the biggest employer, but agriculture manages the most land. One of the reasons we attract people to the moorland is due to the way it looks and its peacefulness.

"We need agriculture to ensure it continues to look that way. Tourism and agriculture need each other.'

"We are much better equipped than 10-20 years ago at managing visitors. With technology for instance, we are in a much better position for repairing eroding footpaths and we are selective about our marketing.

The Moorsbus had helped cut down on the number of vehicles visiting the area, he said.

He emphasised that it was vital to promote green tourism schemes which were complimentary to its image - such as walking, cycling, and horse riding so as not to destroy the natural beauty of the area which people went to enjoy.

Mr Wilson added: "The forum held at Pickering was a chance for all of us to put our heads together and discuss tourism on the land. Whilst we want more people to come here we want to limit the effect on the land.'

* Summer bus services for the Yorkshire Dales have been announced by Dalesbus, which promises improved links on Sundays and bank holidays from this weekend.

Service 805 provides connections from Hawes to Wharfedale, with buses leaving the Dales Countryside Museum, at Hawes, for Aysgarth, Buckden, Grassington and Ilkley at 11.50, 3.20 and 5.30. The last return bus leaves Ilkley at 2.35 and Grassington at 3.35.

Service 807 links Hawes with Aysgarth, Leyburn and Richmond, leaving the Dales Countryside Museum at 11.20 and returning from Richmond at 5pm. Due to bridge clearance problems at Muker, the service will not run in upper Swaledale this year.

Three return journeys will operate on Sundays and bank holidays between Leyburn and Richmond, with buses leaving Leyburn at noon, 1.30 and 3.30 and returning from Richmond at 1pm, 3pm and 5pm.

Dales Rover tickets are valid on all these services and on Sundays only throughout the summer on Dales and District services 156/157 between Northallerton, Bedale, Leyburn and Hawes.

Full details are available on the Dalesbus website at www.dalesbus.org or the Traveline, tel 0870 608 2 608.