Two years ago Yorkshire South Tourism was set up with European cash administered by reg-ional development agency Yorkshire Forward in an attempt to throw off the traditional industrial image and attract visitors.

Its staff cover all four of South Yorkshire's boroughs and according to a recent survey it is having some success, with revenue from business tourism up by about £50m to £170m in the last 12 months. Sheffield, Doncaster, Rotherham and Barnsley all work together.

They also work with the Yorkshire Tourist Board to promote the region's leisure attractions, including Doncaster Racecourse, Sheffield's galleries and Winter Gardens and the Peak District.

So-called conference ambassadors have been recruited whose job it is to extol the virtues of South Yorkshire as a business destination or place to hold society or association conferences.

Those behind the venture have held up last year's Indian International Film Awards, or the
Bollywood Oscars, as an example of how promoting the region can bring huge benefits to the region.

Richard Jones, chief executive of Yorkshire South Tourism, said: "Our second birthday is a significant milestone for Yorkshire South Tourism and it gives us an opportunity to reflect on what has been achieved so far.

"According to the respected British Conference Venues Survey business tourism in South Yorkshire increased by a massive £50m last year. This is a great achievement and something that we are proud to have contributed towards.

"I am really pleased with the efforts and commitment of the team, our ambassadors and our partners.

"The success of our first two years has been down to the energy and enthusiasm of tourism professionals across the region, who are not only proud and passionate about their home but also attuned to the strategic benefits of working together."

Private tourism-related businesses have also been encouraged to use the services of Yorkshire South Tourism to promote themselves and their attractions and so far 146 private enterprises have signed up.

According to chiefs their clients now range from large- scale visitor attractions such as Sheffield Arena to smaller towns and villages such as Penistone and Silkstone on the edge of the Pennines.

Chris Welsh, chair of Yorkshire South Tourism, said: "We are delighted with the support of the private sector within our region. Many tourism businesses are now benefiting from activity being undertaken by Yorkshire South Tourism or from the help and advice we can give them.

"The forthcoming year is also an exciting one with lots of new developments getting under way, new hotels opening and exciting new products and exhibitions such as the Vivienne Westwood show at the Millennium Galleries which opens later this month.

"We also look forward to liaising with other area tourism partnerships, Yorkshire Tourist Board and Yorkshire Forward to look at the future of tourism within the wider Yorkshire region."