CONTROVERSIAL proposals to shake up York and North Yorkshire's £4 billion a year tourism industry are up for discussion tomorrow night.

More than 50 people will gather at York's Marriott Hotel, Tadcaster Road, when Tourism Society Yorkshire members will debate Yorkshire Forward's plans.

The regional development agency wants to set up four sub-regional destination management organisations (DMOs) for North, South, West Yorkshire and the Humber.

York tourism bosses have already raised concerns about how a DMO structure would impact on the city's unique identity and status as a leading visitor attraction.

Locally-driven marketing may also be threatened, traders warned, if forced to fit an all-encompassing county brand.

The strategy goes under the spotlight again at tomorrow's meeting when tourism business leaders deliver their verdicts.

Society secretary John Gallery told the Evening Press this was a crucial time for the region's tourism industry.

He said: "This event will provide a balanced forum where people express their views about the Yorkshire Forward proposals.

"As the Tourism Society represents individuals across all sectors of the industry, the debate provides an opportunity for anyone at any level to have their say."

The event starts at 5.45pm ahead of Friday's deadline on the tourism plans.

DMOs would be funded through local authorities and business subscriptions to provide tourism development, visitor management, business support and also co-ordinate promotions.

The society's next meeting is on May 5 at Barley Hall, York, in partnership with the British Incoming Tour Operators' Association. The topic will be marketing England.

Updated: 10:56 Wednesday, April 21, 2004