Monmouthshire hopes to take its place as Wales' food capital, following the agreement of a radical tourism strategy by the council's cabinet.

Tourism is one of Monmouthshire's major industries, accounting for more than 10 per cent of jobs in the county.

Although visitor numbers to the county increased by four per cent in 2010-11, the number of staying visitors (which are of most benefit to the economy) to Wales is predicted to fall in 2012.

The Destination Development Plan 2012-15 and marketing strategy, agreed by cabinet last week (7th November) establishes a clear framework for public, private and voluntary sector partnership working.

It identifies seven priority programmes of work which will be carried out by a team of delivery officers.

An approved Destination Development Plan is required for Monmouthshire to access future external funding for tourism related activity and more than £30,000 of external funding has already been secured for this financial year on the basis of the plan.

The marketing strategy proposes that Monmouthshire claims a unique place in the consciousness of potential visitors and customers by promoting itself as the 'Food Capital of Wales'.

This builds on the excellence of the county's food producers, award-winning restaurants and chefs, and the world-famous Abergavenny Food Festival.

This food heritage is identified as the key to putting Monmouthshire on the tourism map, as well as a potential lever and focus for economic development throughout the county.

This strategy links with the Destination Development Plan, which identifies food and drink as a key programme for future development.

Monmouthshire's main strengths, apart from its food and drink products, are its proximity to its main markets along the M4 and M5 corridors and, significantly, its proximity to the iconic appeals of its neighbouring destinations to the west and east; Brecon Beacons, Wye Valley and the Forest of Dean.

All three destinations have different strengths which complement each other and all are close enough to Monmouthshire to form a combined appeal for visitors.

Monmouthshire will work with these areas to achieve greater market penetration by sharing marketing costs.

Working with partners will enable Monmouthshire's brand personality and values to be conveyed, not just by Monmouthshire County Council, but by all interested parties in both public and private sectors whenever they talk about Monmouthshire.

Tourism in Monmouthshire is currently very seasonal so marketing emphasis will in the future be concentrated on filling the shoulder season troughs, and attracting business, where possible, in the off-season (through events and special interest short breaks).

It will also be better targeted and more cost effective by focusing to a much greater extent on online activity.

The implementation of the new Destination Development Plan and Marketing Strategy will be overseen by a Monmouthshire Destination Management Board.

The board will be accountable to the county's tourism industry and will be made up of individuals who can demonstrate that they can help drive forward the plans within these strategic documents.