The creation of VisitBritain, the UK's new tourism body formed from the amalgamation of the British Tourist Authority and the English Tourist Board, has been called a bit of a mish mash.

The Tourism Society's Adrian Clarke FTS, said that from a personal point of view he supported neither the link-up of the two groups nor the methodology behind it.

He said the society had called in the past for parity of treatment between England, Wales and Scotland and for the restoration of the ETBs marketing remit. However, although the amalgamation is not its preferred option, the Society as an organisation would support the staff of VisitBritain.

When asked his opinion of the new body's name, Clarke pointed out that the BTAs website address has been VisitBritain for some time. He felt it summed up the organisations' remit but considered it would be a case of: Let's talk about Britain and we might talk about England if we have time.

Clarke believes the timing of the announcement in the midst of hostilities in Iraq is a Damned if they do, damned if they don't. situation. He believes strongly that now must be a good time to encourage the British people to visit their own country. There may currently be hesitation to do so but, as time passed and whatever events were taking place overseas, they would be more prepared to book holidays and leisure breaks.

Interestingly, Clarke is of the opinion that people may be using the war as an excuse to delay booking a holiday, when it is in fact financial considerations that are dictating the timing of a decision. He pointed out that on top of the current low return on investments, the public will shortly be faced with an increase in National Insurance payments and higher council tax bills.