HOLIDAY operators and coach firms have been given a taste of East Lancashire to highlight the area as a 'short break' destination.

Lesser-known or unusual attractions in the district are being advertised under the scheme to raise the profile of Lancashire Hill Country, including interests such as chocolate- and cheese-making, textile and iron working, plus canal boat and steam train travel.

The promotion comes ahead of the launch of county-based tourist authorities and the demise of the regional North West Tourism Board at the end of March.

At the weekend, almost 50 coach firms and group-travel organisers visited attractions at Blackburn, Burnley, Accrington and the Ribble Valley.

Latest figures show that 620,000 overnight stays injected £201million into the East Lancashire economy, while 6.4million day-trips led to £111million spent in the area.

The guided tour was organised by the Lancashire Hill Country Tourism Unit on behalf of the Lancashire Tourism Partnership.

Tourism officer, Helen Russell, said: "We've had people here from counties including Dorset, Cornwall, Northumberland and Yorkshire. East Lancashire has a lot of good attractions but it has perhaps not been pushed so much by the tourist industry as Manchester, Blackpool or the Lake District. It's a bit of a hidden gem.

"We're now going to have a bigger push with more resources. We're also developing themed packages, such as classical music breaks, and encouraging collaboration between hotels and tourist attractions."

She said this week's events produced a good reaction among industry guests - especially a cheese-making demonstration featuring plenty of strong aromas.

Helmshore Textile Museum, Burnley's Rourke's Fourge and Townley Hall, the Foulridge section of the Leeds Liverpool Canal, Lancashire Homes and Gardens, Haslingden, Oswaldwistle Mills and the East Lancashire Railway were among the locations visited.

Guests stayed at the Oaks Hotel, in Reedley, near Burnley.

Rob Wilsher, of Lancashire County Development Ltd, said: "East Lancashire has been a bit modest about itself. We're trying to break down people's lack of understanding about this part of the world.

"We've planted the seeds, which will hopefully grow over the next few years. We'll monitor the success and keep in touch with the firms who've been here."

Other factors, such as popular TV dramas, could boost tourism, he said, but this had to be carefully managed - for example, the Born and Bred series was filmed around Downham in the Ribble Valley.

But, he added, residents and the local council seemed reluctant to see local tourism be so commercially developed, as has arguably happened in the village of Goathland, near Whitby, where Yorkshire TV's Heartbeat is shot.