The new body will be headed by Tom Wright, currently chief executive of the BTA, and launches on April 1 2003. It has not yet been named.
At the same time, culture minister Tessa Jowell said that there would be less emphasis on central services in the UK tourism sector, with England, Scotland and Wales retaining and developing their own brand identities to attract domestic and overseas tourists.
Despite huge pushes here and overseas, tourism levels have fallen this year, still hit by the foot and mouth crisis and the decline in tourism following September 11.
England is to benefit from the merger, with a new marketing team that will build on private and public partnerships. The aim is to build sustainable tourism, especially in areas affected by last year's outbreak of foot and mouth.
One of the proposals put forward would see an additional 拢10m in funding given to English tourism, but this will only be available when reform has taken place in the industry and when there is matching funding.
Jowell said that tourism marketing is a devolved issue. "In England, I see a major leadership role for both the private sector and the regional development agencies in developing a coherent marketing agenda across the industry. The new marketing team for English tourism within the relaunched national organisation will be guided by a slimmed down English Tourist Board drawing on support from the private sector and regional and local government."
The move was welcomed by the industry. ETC chairman Alan Britten said: "It is something that the tourism industry and politicians have wanted for a long time. Its aim is simple -- to encourage more British people to take their holidays here."
Bob Cotton, chief executive of the British Hospitality Association and Tourism Alliance Board member, said: "Marketing is definitely the priority and the industry is ready to bid for the challenge funds on offer."
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