The face of tourism could change in resorts like Rhyl

Popular resorts such as Rhyl and Prestatyn are hoping to attract wealthier and more "sophisticated" tourists alongside their regular visitors.

Tourism officials in north Wales are to outline the need to attract high-spenders from overseas during a conference on Friday.

More than five million people travel to Denbighshire every year, supporting 4,000 jobs within the tourism industry.

The challenge... is looking at ways of developing sustainable tourism in the face of increasing competition and changing tastes Councillor Gwyneth Kensler

But poor accommodation and the lack of high-profile attractions are preventing people from staying in the county for longer.

There are also plans to encourage foreign visitors to visit the area after flying in to Liverpool and Manchester airports.

Denbighshire has had a long association with traditional seaside holidays and towns like Rhyl and Prestatyn have always proved popular.

Challenge

But potential customers have become "more sophisticated, better travelled and more demanding," according to a report by the local council.

"The county is no newcomer to tourism with Rhyl, Prestatyn and Llangollen having been on the tourist map for well over a century," said councillor Gwyneth Kensler.

"The challenge facing Denbighshire and all those involved with the tourism industry is looking at ways of developing sustainable tourism in the face of increasing competition and changing tastes."

Another big event on the county's tourism calendar is Llangollen's International Musical Eisteddfod.

The Llangollen Eisteddfod attracts many overseas visitors

Thousands of people regularly attend the annual competition but tourism officials would like day visitors to stay overnight.

The north accounts for a third of all tourism in Wales but attracts a low proportion of overseas visitors and higher spenders.

In order to change the situation, tourism officers have given themselves five years to promote the region within Europe and Ireland.

They also say they remain committed to the seaside resorts of Rhyl and Prestatyn and are aware that more money needs to be spent.