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Herefordshire and Worcestershire Chamber of Commerce has been selected to manage the region’s tourism organisation. Destination Worcestershire, which was funded by regional development agency Advantage West Midlands (AWM), will now get the opportunity to operate on a commercial basis, said the chamber.

The chamber will manage the Destination Worcestershire, which promotes and develops tourism in the region, on behalf of the county council. The new arrangement will come into effect on 1 April 2011 and the tourism organisation’s staff will move into the chamber’s Warndon-based head office shortly afterwards.

Destination Worcestershire had received funding from Worcestershire County Council and Advantage West Midlands (AWM) since 2006. That funding will cease at the end of March 2011 as the agencies begin to wind down. The tourism organisation will increase its revenue from membership, commission and advertising, said the chamber.

Mike Ashton, chief executive of Herefordshire and Worcestershire Chamber of Commerce, said: “Herefordshire and Worcestershire Chamber of Commerce is a membership driven organisation and values its members. It is our vision to provide a similar model for Destination Worcestershire.

“We will retain the brand and provide a range of new services for the membership. These will include developing a website which will take bookings not only for accommodation but for attractions and visitor centres.”