Hotels, tourist offices, local authorities and tourist attractions across the East of England are set to benefit from a new programme to develop and promote tourism expertise in the region.

The Higher Education Access to Tourism (HEAT) project has been set up by i10 – the Government-funded organisation working to link companies with the academic expertise and research within the region’s universities.

A special e-guide and expertise booklet have been created to enable people working in the tourism and leisure sector to see which universities specialise in particular areas such as tourism management, planning and development; social, environmental, sustainable and cultural tourism; and marketing and communications.

The database is being developed by the University of Luton, Hertfordshire University and Writtle College in Chelmsford, with additional support from Anglia Ruskin University and the University of Essex. Private firm, AND Technology, is also involved which is part of the East of England Multi-Media Agency (EMMA).

Leading the project’s academic group is Dr Peter Mason, Professor of Tourism and Leisure (on left in photo) at the University of Luton, where the launch took place earlier this month. He has been looking at ways to ensure that industry and academia work together on a permanent basis.

He said: “HEAT aims to provide the industry with research that will enable them to improve the way tourism, hospitality, leisure and heritage develop and operate. I have no doubt that this project will give tourism operators the information they need to succeed and, in the long-term, will help boost visitor figures to the region.

"The East of England Development Agency (EEDA) is one of the least-funded regional development agencies in the country and as a result, tourism has not been developed to the extent that it has in other regions such as Yorkshire and the South of England. This new database will, in some part, contribute to changing this.”

This was echoed by keynote speaker, Shara Ross, an hotelier from Cambridge who is involved with the Cambridge Tourism Partnership and is a member of the Cambridge Hoteliers’ Association. In her speech she said that the development of tourism in the region was finally happening.

“In the past there has been a lack of strategic direction. However, a tourism strategy is now in place and, with the interim appointment of Anita Thornberry as Director of Tourism at EEDA, things are finally looking up.

“We do need proper investment so that we can compete with other regions around the country. However, it’s important that industry colleagues talk to one another, to EEDA and to the universities to make it happen.”

“This is a step in the right direction for this region’s tourism industry and we hope those within the sector make the most of this very valuable resource,” added Professor Mason.

To find out more about HEAT call 01582 743462 or visit www.i10.org.uk.