SIR Richard Branson helped launch a new tourism drive when he visited York today.

The Virgin boss combined the introduction of a 78-strong fleet of new trains with support for a major new short-break tourism campaign in the city.

The "Stay, just a little bit longer" tourism campaign is designed to boost the short-break market and help tourism recover from a tough year in 2001 when the industry felt repercussions from the foot and mouth crisis, the September 11 terror attacks and the floods of 2000.

It offers visitors staying three nights in the city discounted hotel rates and savings at York's attractions.

Sir Richard rolled into the National Railway Museum on Stephenson's Rocket, followed by the 76th new Cross Country train to come off the production line.

VIP guests and 100 representatives from the city's tourism industry welcomed the Virgin chief to the museum.

Sir Richard said: "I'm delighted to add my support to the launch of the campaign.

"Next time I visit York I will definitely be staying for longer."

Sir Richard's new fleet doubles the number of daily services linking York with the Midlands and the South West.

He said he still hoped to extend his service to the East Coast Mainline.

He was denied the franchise to run the Edinburgh to London service last year, when existing franchisees GNER retained it for a short period.

Today, Sir Richard said: "I do believe that Britain needs a 220mph line coming up the East Coast Main Line, and we would have been a year-and-a-half into building it now if we had been given permission to do that. Instead it has come to a full stop.

"If the Strategic Rail Authority decides that a high-speed line is to be built, we will be willing to help if it wants us to and we will be willing to bid again for the franchise."

Sir Richard's now-redundant fleet of Cross Country trains was about 30 years old.

He said: "If there's room, it is quite possible some of them could be coming to this museum."

Andrew Scott, head of the National Railway Museum and chairman of the city's Tourism Bureau, said: "We're absolutely delighted that Sir Richard has added his support to our new campaign.

"By joining forces with him to launch this new promotion we believe our message will be stronger and far reaching.

"Average length of stay in York is growing year on year, and we're confident this new promotion will persuade our visitors to stay even longer.

"Visitors who take advantage of the offer can come by bike, car, train or plane, but we hope to see an increase in rail visits throughout the campaign."

Updated: 14:47 Monday, October 07, 2002