The best performers in tourism are being urged to compete for one of the countrys most prestigious accolades - the Wales Tourism Awards - to help promote the industry and boost the Welsh economy.

As this years high-profile contest kicks off in the build up to the awards next April, tourism bosses say the industry must learn from the example of these star players, and drive up standards all round.

This would be the key to weathering storms such as recent events in the USA and the foot and mouth disease crisis.

Pembrokeshire businessman Philip Evans, chairman of the Wales Tourist Board, said: If Welsh tourism is to thrive in this climate and take our £32 billion a year industry into the top league it must work to upgrade its facilities, directing and driving efforts to create more world-class attractions.

The tourism awards are designed to show that Wales can offer the same standards of hospitality, visitor attractions, leisure and sporting facilities that are expected in the most sought-after holiday locations, he added.

The Western Telegraph recently highlighted the fact that demand for holidays in Pembrokeshire was soaring as worried tourists cancelled overseas bookings following the US attacks. There is a similar trend throughout Wales.

But the Tourist Board warned that any knock-on increase in Welsh holiday bookings would probably be short-lived.

This year the Tourist Board has put its weight behind the drive to raise standards by making available £312.6 million to tourism businesses, of which £36.3 million was secured from European Objective One funds, to offer grants to those wishing to upgrade their products and improve quality.

Two new award categories have been specially created for this year. The Sense of Place Award is designed to honour the business which best communicates to visitors an overwhelming sense that they are enjoying a holiday in Wales.

And the Wales in Print Award will be given to the writer of a feature in the UK print media during 2001 which best evokes the spirit of Wales, its people, culture and its tourism product.

There are many other categories and for more information contact Emma Kenton at Whitbread Walker on 029 2056 3818 or e-mail at emma.kenton@wme.co.uk.