THE Marquis of Bath wielded a sword to champion tourism during a conference in Salisbury last Friday.

The colourful owner of Longleat House was among 70 influential tourism representatives attending the launch, at the city's Medieval Hall, of new tourism action plan Destination Wessex.

And he got to grips with a 5ft replica sword symbolising King Arthur's sword, which is on the Destination Wessex logo.

Destination Wessex is an EC-funded initiative by the Wessex Tourism Association that aims to address low visiting figures to the county by promoting Wiltshire to tourists from America, Canada, Europe, Japan and Australia.

The association, a non-profit-making body, has links in place to promote Wessex - Wiltshire, Somerset, Hampshire and Dorset - as a quality heritage destination, thorough various agents and representatives.

Plans are under way to host visiting groups at Salisbury and Winchester this month and Longleat and the New Forest in April.

Management committee member Michael Maidment, proprietor of Salisbury's Red Lion Hotel, was in attendance to hear the marketing ideas.

"We are here to let everybody know what we are doing because I always feel that Salisbury and this region get lost - are we south-east, are we south-west, are we south central?" he said.

"The project is called Wessex Destination because it is not a region, it is a customer destination. With our heritage we have a wonderful thing to offer.

"History is making a big comeback with programmes like Time Team and Britain BC and we all know Britain does so well with its history."

Speaker Ken Chamberlain said: "We thought it was time Wessex came out of the shadow of Devon and Cornwall and that it had all the attractions needed to take that step.

"Funding for tourism in the area has been limited and fragmented but standing still is no longer an option - it's time for Wessex to look to its marketing techniques."

Paull Tickner, a specialist from the American market, said: "I don't think you know half of what you've got.

"It's difficult for Americans to come over here at the moment but they are itching to get on a plane and get the heck over."