THE chief executive of the Yorkshire Tourist Board will visit Richmond today to outline proposals which the industry hopes will help rural areas shrug off the blight of foot-and-mouth disease.

David Andrews addresses the Richmondshire Business Forum at the district council's headquarters at Swale House today.

His presentation will be followed by debate on how money from Brussels can be spent on a new branding for the region.

An update on Westminster's hardship relief scheme for companies crippled by the crisis is also on the agenda.

A report penned by Richmondshire's Tourism Officer, Pam Whittaker, confirms the Yorkshire Dales Joint Promotions Initiative is already committed to consultation on how Yorkshire should be marketed around the world in future.

The foot-and-mouth epidemic has highlighted the fact that, to date, tourism in the area has relied heavily on walking - and discussions have begun on ways of diversifying the region's appeal.

With special offers and promotions planned as short-term measures and awareness campaigns and improved publicity in the medium-term, it is hoped a new marketing and branding strategy would follow as a third phase by December next year.

It is hoped much of the £300,000 cost will be covered by grants from the European Objective 2b fund, as well as Yorkshire Forward and the district and county councils.

However, the report concludes some cash will have to come from the industry.