Wye Valley and Forest of Dean Tourism Associations historically merged last Tuesday to form one 'super' Association, representing the interests of more than 250 tourism-related businesses across the two regions. To mark the occasion over 70 members of the two associations symbolically joined hands across the River Wye on Bigsweir bridge, bringing England and Wales together in a show of solidarity across the picturesque setting that sees the two counties come together. In attendance were a pair of llamas owned by founder member Alistair Fraser of Severnwye Llama Trekking. By joining forces, the Wye Valley and Forest of Dean Tourism Association will combine resources to market and grow the two regions' £207 million tourism business - in 2006, four million visitors came to the Wye Valley and Forest of Dean; the new merged Association wants to encourage sustainable tourism and help to enhance the visitor's experience. The decision to join forces was made last summer, the aim being to consolidate the Associations' expertise, provide a comprehensive service for visitors to the area and unite a membership with common objectives. One of the first initiatives the new organisation will undertake is to produce a comprehensive range of publications for visitors to the area. Caroline Anderson, joint chairman of Wye Valley and Forest of Dean Tourism Association, said: "I am thrilled that we have achieved this merger. "Tourism must be viewed as whole packages, not small geographic areas with local boundaries. We will now be promoting a very appealing destination that has everything to offer." Ros Robertson, joint chairman of Wye Valley and Forest of Dean Tourism Association, said: "This merger presented an opportunity for two like minded associations to plan and undertake cross border marketing to many more visitors of a very wide variety of tourism businesses, from the many unique attractions and challenging activities that we are fortunate to have in our midst, to the whole spectrum of accommodation that is available in this spectacular cross border location. Nicola Greaves, tourism manager at Forest of Dean District Council said: "This is a huge step forward for tourism in the region and one which I am very pleased has taken place. The newly formed association represents an important voice for the whole of the industry and I am sure it will achieve success in helping to develop the Forest of Dean into a first class destination." Nicola Smith, tourism officer for Monmouthshire County Council added: "This is an important step forward in developing the Wye Valley as a destination which makes sense to visitors and is a great achievement for the businesses involved". Many years ago in the infancy of the tourism trade there was an active association known as Wyedean Tourism from which Wye Valley Tourism was reformed in 1995, representing around 120 businesses. In its 11 year history it was responsible for helping to put the area on the map nationally. Forest of Dean Tourism was reformed in 2001, following the devastation to the industry caused by foot and mouth, and represented 150 members. In its five year history it has forged strong links with the Council Tourism Dept and assisted in raising the profile of tourism in the area.
