A PLAN to encourage tourists to visit and stay in the region has been launched by the Wessex Tourism Association.

More than 60 guests attended a presentation in Salisbury, including Lord Bath, whose Longleat Estate is one of the country's major tourist attractions.

Representatives from other attractions such as Stone-henge and tourism officers also attended.

The Wessex Tourism Association, based at War-minster, was formed a year ago by a group of travel experts.

Their aim is to promote the south west region, which includes Wiltshire, Dorset, Somerset, West Hampshire and Bath plus north east Somerset.

It will concentrate on attracting visitors from the main markets of the USA, Canada, France, Germany, Netherlands, Switzerland, Japan and Australia.

Warminster businessman Michael Mounde, member of the Tourism Society said: "Wessex is recognised as one of the most attractive parts of Britain for a host of reasons, and it deserves to attract visitors on a much more appropriate scale.

"We aim to contribute to the recovery of tourism in this area and, through that, help conserve the very many precious assets upon which it depends."