"LET'S celebrate this new dawn and raise the bar."

These were the inspirational words of Terry Hodgkinson, chairman of the regional development agency Yorkshire Forward, as he addressed a gathering of business leaders eager to hear how they can increase their tourism revenue by more than £1 billion over the next four years.

Speaking at the Yorkshire Tourism Conference 2006, which took place at York Racecourse yesterday, Mr Hodgkinson said: "It is our ability to change that has earned us an international reputation as a great place to do business - and especially tourism business.

"Where else can you get the best curry, the best Sunday lunch, and the best pint of beer?"

Yorkshire Tourist Board chairwoman Judith Donovan told the Evening Press: "The conference is very much about the future of tourism, for both York and North Yorkshire.

"The launch of 'Bold Vision, Bright Future', Yorkshire's tourism marketing strategy through to 2010, underlines the importance of working together in the coming years.

"It is the product of consultation with the industry, including City of York Council, and will have a significant impact on the city's economy.

"By working together, targeting high value markets and focusing on our customers needs, we have the potential to significantly raise the profile of York as a destination.

"York has excellent foundations on which to build. Top-class attractions like the the National Railway Museum, Jorvik, Castle Museum, Yorkshire Museum, York Minster, the walled city itself, and of course the shopping, restaurants and bars.

"This, alongside the possibilities around York, Castle Howard, the Yorkshire Dales and North York Moors will all be key elements in its future success as a world-class destination."

Yorkshire Tourist Board's marketing director Joanna Royle, who outlined the tourism marketing strategy, said: "Our vision is about becoming Britain's leading-edge region.

"Our goal is aspirational. We need to increase the value of tourism in Yorkshire and Humberside from £4.2 billion now to £5.9 billion by 2010.

"That is a huge challenge for us."

The tourism industry is responsible for more than 165,000 jobs in our region.

Mike Aitken, managing director of mjaMatchpoint, a sports business consultancy, has been organising major events in the UK, Asia and Australia for mor than 25 years.

He said: "You should look to establish Yorkshire as a world-class home for world-class events, enriching the life of its people and making it a special place in which to live, work, visit and invest."

Updated: 11:20 Saturday, February 11, 2006