A £1m rural marketing initiative has been aimed at boosting visitors to the region to get over the disastrous effects of foot-and-mouth last year.

Tourist chief Philip Evans believes Wales can recover

A report - commissioned by BBC Wales - estimated the cost of the outbreak to tourism in rural Wales had been £120m.

But WTB Chairman Philip Evans is very optimistic that the balance can be redressed and confidence can be restored to the industry.

A major fillip to the area is expected to be provided by the National Eisteddfod - a highlight of the cultural year and a major tourist attraction - coming to St David's in August.

"I firmly believe that 2002 will be the best season we've had since probably the mid 70s," said Mr Evans.

"We've been talking to operators and to people in the industry within the region.

Everything is happening and Wales is up there attacking the market

Philip Evans, Chairman WTB

"The bookings are coming in.

"Last year, we spent £1m in five days to overcome foot-and-mouth.

"We have also put £2m into a fund to allow operators to renovate and upgrade their properties."

The campaign - Celebration of Wales' Countryside - promotes special offers under the umbrella of 'The Big Country'.

Of all UK visitors to Wales, 25% visit Pembrokeshire, which is second only to Snowdonia.

Progressive

Mr Evans said that restructuring the industry within Wales will bring better results.

He added: "We realise that the experts in regional tourism actually live in the regions.

"Why should a national tourist board like the WTB be telling Pembrokeshire or Carmarthenshire how to market themselves?

"We believe that we are probably the most progressive tourist board in the UK.

"Everything is happening and Wales is up there attacking the market."