The area has welcomed millions of visitors over the years and with recent regeneration schemes as well as the renovation of the Midland Hotel, the future of tourism in Morecambe looks brighter than ever.

For the last 22 years a group of hoteliers, shop keepers, restaurateurs and businesses have been working together to help build tourism in the area and following a recent revamp, have their sights set on making the tourism bigger and better than ever.

The Bay Tourism Association, formerly known as the Lancaster and District Tourism Association, changed their name in December and this year hope to welcome a new chapter in the area's tourism trade.

"We thought that our old name was too restrictive as it didn't really say who we were," chairman Roger Carter told The Visitor.

"We decided that the bay was the key to the area but as well as Morecambe we also represent Lancaster, Carnforth and the Lune Valley."

The group's main focus revolves around promoting quality in the area and giving visitors the star treatment.

"We want people who visit us to leave with that rosy glow and feel like they have been looked after with some really good Lancashire hospitality," said Elaine Sweetland, vice chair of the association and former manager of Williamson Park.

"It's all about quality and being able to offer our members support and the education they need for their staff, opportunities to know about the latest technology and the best deals with local businesses."

Jim Catterall, joint vice chair of the group and owner of the Craigwell Hotel, agreed.

"I run a small 12-bedroom guest house and ten per cent of the turnover is servicing the laundry," he told The Visitor.

"If there are 20 or 30 guest houses all doing laundry, think about how many laundries you would need and the jobs that it would create, so it really is a trickle-down effect."

"It's not just visitors it's residents who spend the money too," added Roger.

"So we want to make things nice for them as well.

"We are all tourists in our own area. Everyone who has to eat, sleep and drink is a tourist when they step out of the door.

"And we will be throwing our weight behind any activity the city council will put on and we are also looking at ways that we can resurrect some of the festivals the council has recently dropped."

Already the association has more than 70 members, from restaurants such as The Sultan and Whitewalls, to attractions like the Judges' Lodgings and Hornby Institute, as well as accommodation such as The Midland Hotel and Regent Caravan Park.

"Anyone with an interest in the visitor economy can join us, whether it be a hotel, a visitor attraction, restaurant, taxi firm, anyone with an interest in tourism.

"They don't even need to have a business," said Roger.

"We are passionate about tourism in the area for everyone," added Elaine.
"And we want businesses to succeed – that's our main aim. It's been a slow process but the future for the district is brilliant."

* For more about the Bay Tourism Association visit www.baytourism.co.uk or contact secretary Paula Higgin at info@baytourism.co.uk