The Lake District hopes its charms will be highlighted throughout England after the government reorganises two bodies designed to promote holidays in the UK.

The English Tourism Council and the British Tourist Authority will be merged in April.

Culture Secretary Tessa Jowell has said that when that happens the marketing of England, to England, will be stepped up.

Speaking in Kendal she said: "We are reforming the two bodies to help market England to the English.

Television campaign

"There has been a bit of a gap there, and that is why we are forming this new tourism body, to help with the marketing.

"It is very good news for the toursim industry in Cumbria, where people have worked very hard and resourcefully in the aftermath of foot-and-mouth."

Tourism businesses in the county have often been jealous of the way the Scottish Tourist Board markets Scotland to domestic visitors.

The new promotion of England could include television advertisements along the lines of those broadcast to promote Scotland.

Lakeside scene

At the end of January, Sir Michael Lickiss was appointed by the Department of Culture, Media and Sport as chairman of the new body to promote inbound tourism to Britain, and the marketing of England within England.

Earlier this year Cumbria Tourist Board spent �35,000 on rebranding the image of the Lake District, to entice visitors back to an area recovering from foot-and-mouth.

A new design features a tranquil lakeside scene, complete with country cottage.

It will be used on all Cumbria Tourist Board's promotional campaigns, including the new 2003 holiday guide.