A NEW tourist board has been created to carry on the 'branding' of the Red Rose county into the 21st Century.

The new Lancashire and Blackpool Tourist Board is headed up by former North West regional tourism guru Anthony Goldstone - who is determined that tourism will remain a major factor in the economy of the area.

It takes over from the old Lancashire Tourism Partnership, set up in 1996 with a £7.5 million budget and a brief to attract further public and private sector cash - resulting in an investment in tourism of more than £43 million.

Mr Goldstone says: "Independent analysts have recognised the improvement in quality of both the attractions and the marketing and branding of tourism that has happened since the partnership started operating.

"I want to see that trend continue so that visitors can expect an experience that compares with anywhere in this country or abroad.

"Tourism is big business and we need to work together to make sure we continue to help this sector grow and flourish."