TOURISM chiefs are aiming to build on the popularity of the vet James Herriot across the Atlantic, and bring more American visitors to North Yorkshire.

Officials from Hambleton District Council will be visiting the US this summer to promote their flagship attraction, the World of James Herriot centre.

They will be heading for Boston, Massachusetts, where 4,000 delegates will be attending the annual congress of the American Veterinary Association (AMA).

US visitors play a major role in the success of the £1.4m Herriot centre in Thirsk, created in the writer-vet's old surgery and home.

More than 40 per cent of the attraction's overseas visitors are from the US.

Seventy-five per cent of tourism inquiries to the authority's website are from abroad.

Chairman of the tourism committee Margaret Skilbeck said: "The Herriot brand in the US is as strong as ever.

"The books are still widely available and the TV series is still being shown.

"But because it is such a huge market it is prudent that we concentrate on specific groups, primarily the veterinary profession and pet owners."

The Thirsk centre has already played host to the Kansas Veterinary Association and the AMA, and it was after a visit from the latter that the invitation to Boston arose.

"This opportunity is a one-off, and one which we hope will result in a rise of visitors to our area," said Mrs Skilbeck.

"We hope it is a positive step forward in promoting our region, and one that will benefit all tourist providers in the district."

Two representatives from Hambleton will be taking part in the congress in July.

They will also be meeting members of the British Tourist Authority, in New York, to further promote the area.