New company takes over tourism and business in Lancashire
A new organisation has been set up to promote tourism and business in Lancashire.
Marketing Lancashire replaces the Lancashire and Blackpool Tourist Board and will also have a wider remit to work with businesses.
County councillor Michael Green said the company would be "a crucial part of plans to boost Lancashire's economy".
It will oversee Lancashire's £3bn visitor economy and events such as the Open Golf at Lytham and Preston Guild.
Marketing Lancashire, which is funded by Lancashire County Council (LCC), will also be in charge of another major event for Lancashire in 2012 - the celebrations to mark the 400th anniversary of the Pendle witch trials.
As well as continuing the work of the Lancashire and Blackpool Tourist Board, Mr Green, LCC's cabinet member for economic development, said the company aimed to "promote other key business sectors alongside tourism to create a diverse economy".
He added: "For any economy to succeed, businesses must be given the right type of support to allow them to bring in investment and jobs to an area - that's what we aim to do with Marketing Lancashire."
The company has yet to appoint a chief executive and board but Mr Green said the board would include representatives from public, private and voluntary organisations across the county.