TOURISM chiefs in Somerset are forecasting a brighter 2015 as the economy recovers.

John Turner, chief executive of Visit Somerset, the county’s official tourism organisation, said a combination of economic factors, such as low inflation and a reduction in stamp duties, should increase consumer confidence.

However, he warned tourism businesses it remains vital to provide value for money.

Mr Turner said: “I believe that we will continue to see optimism being generated in the tourism and leisure market place in 2015 and a positive correction on previous years’ disappointing results for the industry. “There is now a balanced economic outlook that together with low inflation, low interest rates and low oil prices, which are due to fall further, and with welcome relief to home buyers with reduction in stamp duties, should begin to see positive knock on effects in general confidence in 2015 with a more optimistic consumer.”

He added: “We must still be weary of post-recession headwinds and ensure that all that Somerset tourism businesses offer is driven with added value in mind, so that our consumers and tourists feel that they are getting the best value for money. We cannot deviate from that course.”

Mr Turner also cautioned that the strength of the pound would continue to make foreign holidays seem a more attractive alternative for some holidaymakers.

He concluded: “In the meantime for the Visit Somerset business, marketing plans must reflect an ever more demanding consumer as we make sure Somerset is seen as a viable alternative both financially and culturally. We will be driving home the message that Somerset is a must see county".

Tourism and leisure is worth an estimated £1.3billion and accounts for 34,000 jobs in Somerset.

Visit Britain predicts spending from overseas visitors will top £22billion in the UK next year.