Ryedale's tourism leaders are confident the industry will break through the £100m barrier in the coming year, with the launch this week of the district's holiday brochure.

Already worth £95m to the local economy, tourism is now Ryedale's biggest industry and, despite a summer which has seen many businesses hard hit by the foot and mouth outbreak, tourism officer Corina Inverno believes the prospects are good.

About 300,000 attraction leaflets have been printed, along with 60,000 holiday guides, which are being sent to all parts of Britain and Europe.

Ryedale has benefited from a £15,000 grant from Yorkshire Forward, given in the wake of FMD.

Ms Inverno said: "We have spent money advertising our guide in high-profile magazines and in national newspapers. We have had good feedback that our campaign for autumn and winter is working."

Indeed, some hotels and guest houses are said to have been full as the council, together with the Ryedale Tourism Association and the Tourism Advisory Group, seeks to extend the season, making the district one to be visited throughout the year.

"We have succeeded in raising the awareness of Ryedale as a touristy destination," said Ms Inverno, although some farmhouse bed and breakfasts are still having a bad time.

She added: "It has been a difficult year for tourism in our area but we are working hard to win back business for next year."

A short breaks campaign is being mounted in conjunction with the tourism association and the new guide and leaflets are being seen as a key marketing tool to attract new tourists.

David Earnshaw, chairman of the recently-formed Tourism Advisory Group - a partnership between the council and private sector tourism operators - said: "Hopefully, Ryedale will have a better year next year because many businesses were hit hard, especially those in self-catering north of the A170."

The aim is to restore confidence into the district, said Mr Earnshaw. Some people opted for holidays abroad or destinations in Britain other than the countryside because of FMD.

Fore the first time, Ryedale has set up an autumn and winter campaign as a result of the Yorkshire Forward windfall and it has paid dividends, believes Mr Earnshaw.

However, a handful of people in the holiday business decided to quit during the summer, he said, as cancellations poured in and people booked alternative holidays because of the uncertainty when the FMD would end.

The new brochure, packed with colour photographs, promotes Ryedale as "The natural attraction" with its spectacular landscapes, the moors of the National Park, upland villages, heritage and the Tabular and Howardian Hills.

Updated: 10:09 Thursday, December 13, 2001